Hardware Tools "Four Marketing Modes"

When China's hardware tools originated, it has been difficult to use time to research, but along with the birth of hardware tools, the marketing model will follow. The four marketing modes have witnessed the ups and downs of hardware tools, and the failure of brilliant.

Product marketing: Product marketing is the initial mode of marketing, which is based on the production of the company. It is not on the consumer's point of view to design, research, develop, and manufacture products. The philosophy followed is “what to produce, what to sell”. This model mainly arises from the period of planned economy and the period of supply of less than demand in the initial period of the market economy. In the early 90s of the last century, China's hardware tool industry entered the stage of market economy. A large number of private enterprises rose and basically survived after 2000. The main reason is that the market has just opened up and the market supply is less than demand. As long as the product is produced, it can be sold, leaving the company with no need to consider the difference in customer demand, as long as the production can be profitable. In this environment, it is impossible to create other marketing models. Therefore, product marketing dominates the marketing field in that period. There is no market department position in the design of the enterprise department. The production department and the sales department are in the development of the company. Dominated.

Standard Marketing: The so-called standard marketing refers to the use of companies in the industry to participate in the role of national standard setters, the use of this resource as a public letter, stop the spread. Standard marketing is not a true marketing model, but a marketing tactic that only a few companies can use. Due to the severe problems in the understanding and persistence of the Chinese local hardware tool companies in brand marketing, the user’s trust in the brand began to decline. In addition, due to the fact that many of the tool companies under the brand name do not meet international or international standards in terms of quality, making the standard a scarce resource, some tool companies with the ability to formulate standards have begun to import “standards” into the industry. It is a typical example. From the last century to today, China's hardware tool industry has experienced five distinct stages in its marketing characteristics: product marketing, service marketing, brand marketing, standard marketing, and solution marketing. The five marketing strategies are both independent and mutually compatible. The production and development of each model has its own detailed economic environment. The following authors proceed from the development environment of the Chinese hardware tool industry and analyze the inevitability of each marketing model. ,

Service Marketing: The so-called service marketing refers to the customer's service as the marketing focus, based on the product to carry out a full range of services, access to consumer trust and rely on. After experiencing the era of product marketing, China's hardware tool industry has gradually overcapacity, supply and demand conditions of oversupply have begun to appear, coupled with the impact of large foreign companies, the industry began to think different from product marketing service marketing. As a hardware tool for industrial products, especially professional tools, the requirements for consulting, training, maintenance, etc., during the sales process are relatively high. Therefore, purchasers purchase more than just products, which is largely a product life. The cycle of process services, so many companies started the service marketing model. It seems that today's success of the SDA tools has many reasons, both timing, corporate branding, and service. People often only see the success of Worldstar brand marketing, but they ignore the service marketing behind the brand. “Shida Tools, Lifetime Guarantees”. This phrase reflects the brand's core values ​​and differentiated personality. “Lifetime warranty” reflects the dual guarantee of quality and service. At the time when product quality was generally poor and services were not guaranteed, service marketing was the best promise for consumers.

Brand marketing: The so-called brand marketing refers to the enterprise's brand needs through the use of consumer demand to create brand value, and ultimately the formation of brand-effective marketing strategies and processes, through marketing and use of various marketing strategies to target customers to form the company's brand and products, services The cognitive process. At present, China's hardware tool industry has officially entered the era of brand marketing. Almost all large-scale enterprises have begun brand marketing. When service marketing becomes a universal, it is difficult to form a difference in the minds of consumers, so brand marketing began to prevail. In the hardware tool industry, Shida and Shi Danli’s brand battle has been going on for more than 10 years and will continue. Both parties' marketing strategies for customers have had a positive and far-reaching impact on Chinese hardware tools and local companies. The most influential is the understanding and application of brand marketing. The essence of brand marketing is to seek differentiated positioning of the brand, get rid of the value of the product marketing, upgrade to a high level of brand value marketing, the brand's added value into a customer's trust and profit growth point.