The basic point of the hottest industrial product

Industrial products marketing: the brand base point is quality

Guide: industrial products have clear customer orientation, small customer volume and large single transaction volume. Therefore, industrial products marketing takes the initiative to provide one-to-one key customer service, and obtain orders through personalized customization and refined marketing. Marketing ideas: active attack and passive selection of Philip

industrial products have clear customer orientation, small customer volume and large single transaction volume. Therefore, industrial products marketing takes the initiative to provide one-to-one key customer service, and obtain orders through personalized customization and refined marketing

marketing ideas: active attack and passive selection

Philip Kotler believes that the main characteristics of industrial product marketing are: industrial customers, group procurement, close relationship between the two parties, relatively clear target customer groups, small number of buyers but large purchase volume. In addition, the supplier and purchaser have a close relationship

while FMCG is aimed at thousands of ordinary consumers, with a large number, different consumer behavior characteristics, psychological characteristics, etc., it is necessary to cut the market, segment the population, find a clearer and clear target consumer group, and further study consumers on this basis, so that product design, packaging, terminal container display, advertising appeals, etc. are more suitable for consumers

"everything is consumer centered" is the core of FMCG marketing. Consumers have made FMCG brands, and the competition among FMCG brands has become more and more intense. Competing for consumers has become the top priority of FMCG Brand marketing. Once the marketing fails, enterprises will fall into an abyss of eternal disaster. The fifth quarter, Sanlu, Shuanghui and the recent Li Ning all tell us with the painful experience of blood: for FMCG, Become a consumer, lose a consumer. More and more FMCG enterprises are making every effort to let consumers choose themselves rather than their rivals in the sea of dazzling commodities

marketing policy: focus on hard work and publicity

the industry that is most willing to invest in advertising to build a brand is the FMCG industry. FMCG is applicable to all environmental lighting. There is much publicity, advertising is overwhelming, leaflets are flying all over the world, while industrial products marketing is relatively low-key, and the voice of industrial products is rarely heard, but it does not affect the industrial products enterprises represented by Huawei to go global and become a world-renowned international brand. Industrial products are more practical, emphasizing economic value and practicality. They win customers with high-quality products and high cost performance products, serve customers well with scientific customer relationship management, create higher benefits for customers, and make you the preferred supplier in customers' minds

Sany Heavy Industry has always led the industry with leading product quality in the world, and constantly made technological innovation with an enterprising spirit. In 1998, when Sany first entered the construction machinery industry, it came to the fore and developed the first 37 meter boom pump truck in China at that time, opening the era of China's construction machinery catching up and surpassing. Since then, it has continued to surpass in product quality: it has successively developed a large number of world first products, such as the world's first micro foam asphalt cement mortar truck, the world's longest boom pump truck, the world's first full hydraulic grader, and has won the respect of international construction machinery giants, Embark on the brand road from made in China to created in China

in sharp contrast to the hard work of industrial products, the advertising of FMCG is overwhelming. Newspapers, television, magazines, networks and other media resources are strategic Highlands for FMCG Brand publicity. In 2011, the total bidding amount of CCTV Golden Resources advertising bidding meeting reached 12.6687 billion yuan, a 17 year high. The company is one of the few large manufacturers of bridge parts in the United States. As before, most of them are mass consumer goods enterprises. Gree, Galanz, cygnet, Supor, Jiuyang, etc. in the household appliance industry, P & G, nays, LiBai, blue moon, Bawang, etc. in the daily chemical industry, Yurun, COFCO, Mengniu, Yili, etc. in the food industry, Maotai, Yanjing, Qingdao, Luzhou old

cellar, Jinpai, langjiujing, etc. in the alcohol industry, Yurun won the first bid of CCTV gold resources in 2011. For the FMCG industry, which makes the impact of temperature drift smaller than that of FMCG industry, advertising tends to be equal to the brand. Advertising is crucial to the maintenance and building of FMCG Brand, the market share. 3. The unfinished surface of all parts and accessories is not primed and painted. When other competitive products are publicized, if you don't advertise, there is a risk of being forgotten by consumers. Consumers do not need to be educated, but they need to be reminded from time to time. Advertising is one of the most effective ways

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