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Marketing Strategy For Steel Structure Enterprises

2008/11/20 14:17:00 41872

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In 2003, a large number of enterprises in China could not resist the temptation of huge profits, and they all entered the steel structure industry. It is expected that the competition of steel structure market will be more intense in 2004. Then, how should the marketing work be carried out in 2004?

In the light of my experience in the steel structure industry, the author thinks that steel structure enterprises should formulate marketing strategies from five aspects: "technology pilotage", "creating fine products", "forging SET", "smooth information" and "brand run up".

科技領航，做制定規則者

Sun Tzu's art of war puts forward five basic conditions for war: Tao, heaven, earth, law and law.

Now marketing is actually another kind of war, that is, the war between manufacturers and manufacturers in order to compete for customers, which is called "marketing war".

Therefore, we can look at the marketing of China's steel market from the perspective of war.

There are five basic requirements for steel structure marketing: products, prices, channels, public relations and sales promotion.

War needs high-tech weapons as the foundation to promote the victory of war. The steel companies need to support and guide advanced technology in order to win the market.

For example, after efforts, the author of the tide peak company has established extensive and in-depth cooperation with Tongji University.

With the development and design of steel structure, Chao Feng, on the basis of a large number of excellent talents, can take Tongji University as the reserve force of Chao Feng company to jointly study new technologies and products and constantly overcome technological difficulties.

Steel structure enterprises should strive to take a road of sustainable development. The popular point is that "we have rice to eat today, and we must ensure that tomorrow, the day after tomorrow and even in the future will have food to eat."

It can be said that only by adhering to "technology navigating" will there be a sustainable development of steel structure enterprises in the true sense.

On the other hand, there is a "3 rule" in the competition of enterprises, that is, the natural competitive force, if it runs without excessive government intervention, will create the same market structure in almost all mature markets. In one group, the 3 main enterprises compete in a variety of ways, and they provide a wide range of related products and services.

In other words, the result of market competition is the control of three leading companies in a sector that will have major market share.

The goal of the steel structure company should be to participate in the formulation of the rules of China's steel structure industry with the help of "technology pilotage", so as to guide the healthy and rapid development of the industry.

Only in this way can we enhance our customers' confidence in the company and take a road of sustainable development, and finally become a "generalist company" with three points in the world, or an expert company that locks a target market.

打造精品，質量是硬道理

With "technology navigating", steel companies also need to strictly control the quality in manufacturing and installation links, and regard "making fine products" as the "constitution" of enterprises. They must eliminate anyone's determination to create "quality products" for any reason.

In the book "big marketing future", Philip Kotler promoted marketing concept from production concept, product concept and marketing concept to "social marketing" stage.

The concept of "social marketing" promotes marketing to a higher level.

Steel structure companies "create quality" is in line with the marketing concept of social marketing.

Because the essence of creating quality products is to provide quality products for the society, which is beneficial to the customers of the steel companies, and is conducive to the good reputation effect of the steel structure companies, attracting "repeat customers", and is conducive to the formation of a "boutique wind" in the society, and ultimately improves people's living standards.

Of course, "creating fine products" depends not only on manufacturing and installation, but also on design and service. That is to say, the design of steel companies should be "meticulous design", and the service of steel companies should be "sincere service".

Only by doing a good job in these four aspects and ensuring that the marketing process is closely linked to each other, can the steel companies achieve the true sense of "creating fine products" for the customers.

Chao Feng steel structure is doing well in this respect, and it is worth learning from colleagues.

鍛造SET，積淀營銷文化

SET (Sales Engineer Team), namely: Sales Engineer team.

In the final analysis, a good marketing strategy also requires excellent people to perform.

Steel companies are no exception.

Combined with the actual situation and special requirements of steel structure industry, steel structure companies also need excellent SET to implement the company's marketing strategy.

The marketing of steel structure industry is not very mature. Although the salesmen of steel structure enterprises have good quality and excellent marketing ability, they still have a certain distance from SET.

Therefore, in order to adapt to the rapid development of the steel structure industry and its own enterprises, the salesmen of the steel structure company should better improve themselves according to the requirements of the sales engineers, be an excellent sales engineer of the steel structure industry, and actively learn the essential team spirit of modern marketing, accumulate advanced marketing culture with their own company characteristics, and forge the SET of invincible steel structure companies.

As for the specific requirements of the sales engineers, I would like to make a few simple points here, such as: be familiar with the professional knowledge of the steel industry, profound culture, noble moral character, excellent expression ability, first-class communication skills and so on.

信息通暢，速度影響成敗

Objectively speaking, although China's steel structure industry has developed rapidly, the management of steel structure enterprises has been improving step by step and improving. However, most of the steel enterprises have not yet paid enough attention to the information access. The construction of information access is not systematic and perfect, and the operation of information access is not smooth enough, so the steel companies need to face up to this problem.

Therefore, in order to get the engineering related information in a more timely manner, steel enterprises must intensify the construction of information channels, weave their own information networks from multiple angles, ensure smooth access to information channels, and speed up the speed of information acquisition and implementation of marketing programs, and win the bidding with the leading speed and effective execution.

As to how the information channel should be constructed, the author will do some other research on it.

品牌助跑，“帆動”才有“船動”

2004 and the next three to five years will be the key years for the brand building of steel enterprises. The promotion of corporate brand will be very beneficial to the improvement of company's marketing performance.

There is a metaphor that the brand is the sail, the marketing is the boat, and the "sail" is the "boat movement". This analogy is very appropriate.

In addition, Michael Porter pointed out that the average profitability of an industry is mainly affected by five forces. These five forces are: the bargaining power of customers, the strength of suppliers, the threat of new entrants, and the state of competition among the existing manufacturers.

In these five forces, brand plays a key role, which directly affects the bargaining power of enterprises and their position in competition.

The ultimate goal of marketing is to profit. Meanwhile, the growth of profits will also enhance the marketing strength of enterprises.

Therefore, brand can not only promote the success of marketing, but also push the marketing of enterprises to a higher level.

As for how steel companies should shape their brands, they can refer to their "brand building strategy of steel companies".