The marketing model of Chinese architectural ceramic wall and floor tile industry. After more than 20 years of development, from the earliest self -produced and self -selling, to scattered ceramic business stores, to centralized formed wholesale markets, Go to the large -scale ceramics The marketing model of Chinese architectural ceramic wall and floor tile industry. After more than 20 years of development, from the earliest self -produced and self -selling, to scattered ceramic business stores, to centralized wholesale markets, to large -scale to large -scale, to large -scale Ceramics wholesale center; now Jiantao marketing has entered an era of comprehensive marketing, and its marketing model obviously covers a variety of marketing methods. 1. Fixed -point dealer model: The China Jiantao marketing market with 9.6 million square kilometers, a designated dealer model with negative profit and loss solves the frustration of ceramic enterprises' sales governance. Nowadays, most of the Chinese -building enterprises have implemented a designated dealer marketing model. She can reduce the investment in sales channel construction. At the same time, because the dealers understand the local environment and market, they can open the market in a relatively short period of time. For example, Xinzhuanyuan, Xin Mingzhu and other companies choose hundreds of agent dealers across the country. Ceramic companies have planned the same planning and the same image in the overall marketing strategy. Detailed marketing channels and methods are responsible for the agent dealers themselves. The construction of a specialty store enables enterprises and dealers to integrate one by one, which greatly improves the loyalty of the dealers and makes the sales not chaotic for a long time. At the same time, it also regulates the corporate image of the end market. 2. Enterprise self -built terminals Coufeng Enterprise In order to efficiently control the terminal market, establish its own product brand image, maintain and expand the market rate of products Today, industry marketing is mainly based on fixed -point dealers models. Today, there are still many specialty stores or branches in Jiantao enterprises to directly control the sales terminal. At present, the departments and enterprises in East China, so that Micks, Nobel and other companies, with strong capital strength, adopt the true marketing model of self -built self -built; most of the Gate -built enterprises in Fujian, due to their mainstream product sales site sales characteristics Significantly, it has been adopted for a long time since the establishment of the true marketing model of self -built. Enterprise self -built real marketing model is the absolute development of the sales terminal and the enterprise's absolute development and consistent steps. Companies and family -style building pottery companies use this sales model. . The strategy of the exhibition hall For the establishment of a pottery enterprise, the implementation of the "big exhibition hall strategy" is to show corporate strength and establish a corporate image; the other is to create a "experience sales" environment. The "experiential sales" of architectural ceramics is simply to link the fashion design and ceramic products with fashionable home culture. According to different consumption levels, the living room, dining room, bedroom and kitchen and bathroom are made into model rooms, dealers and dealers and Consumers see not only simple products, but also the overall space effect. The exhibition hall strategy has been recognized by the ceramic industry. At present, the construction of the luxury marketing center in the Foshan Ceramics Area is strong, and the area of the exhibition hall has also grown from thousands of square meters to more than 10,000 square meters. The trend of market depth. 4. Regional large marketing: The construction of large -scale ceramic markets such as China Ceramics City, Huaxia Ceramics City, Zibo China Fortune Ceramics City, etc., providing international, environmental protection, intelligence, intelligent, intelligent, intelligent For the new generation of modern trading markets, the regional large markets concentrate on the sales stores of major medium -sized pottery enterprises. They are partitioned in accordance with the building ceramics, sanitary ceramics, craft ceramics, etc. The market implements centralized storage centralized governance, introduces modern logistics, focuses on supporting services, and makes the market "community". 5. Multi -brand strategies; Nowadays, most of the door -to -build pottery enterprises have multiple product brands, and multi -brand strategies have benefited a lot of building pottery companies. Multi -brand strategy is a beautiful landscape. There are very few buildings that adhere to a single brand. Multi -brand operations have become a conventional response strategy for ceramic enterprises to make up for relics, integrate resources, increase market share, and respond to price war. Jiantao Enterprise launched a multi -brand product of different grades and different prices. The main purpose is to use different brands to distinguish their different grades and different types of products, so as to use corresponding marketing strategies; first, to condense more dealers, Expanding market share, multi -brand strategies have become a marketing method that is generally adopted by my country's pottery enterprises. Multi -brand strategies should be achieved based on the premise of the enterprise. The brand will inevitably cause the product differences to be unaware, which is easy to cause dealers to fuck the same room and intensify conflicts. The governance of different brands in different brands is chaotic. 6. Service marketing IND service marketing refers to the service of dissolving customer service in the sales of products, using services to customers to promote the sales of products. Service, warranty, and quality topics are the low -level stage of service marketing. Now many buildings have launched free -designed services (such as eagles) for the home improvement market. Service marketing is a sales model with customers as the central government, establishing customer resource governance, carried out lifelong maintenance and maintenance services for products, and helping customers solve all frustrations in the process of using the product, such as design construction, maintenance, etc. 7. Designer marketing: It more and more people in modern society are pursuing personalized and differentiated decorative design. In this way, through designer design, it is recommended to choose products In important links, in order to do this link, Jiantao Enterprise has a designer marketing. On the one hand, Jiantao Enterprise organized and sponsored product design contests. At the same time Adding more cultural connotations, big "cultural cards" have become a new image of building pottery products. Through designer marketing, shape their own ideas and culture, and use the concepts and culture of improving their predecessors and fashion to guide consumers and actively develop the market. 8. Large direct sales marketing: The large direct sales is a strong combination through upstream and downstream enterprises. There are no traditional marketing links, which are too long and too long. Cooperation relationship. In the construction of a pottery industry, it has established a large direct sales relationship with large real estate developers, especially the direct docking of large brands, group procurement, a large number of wholesale, and comprehensively reduced sales and procurement costs. Such as: the strategic cooperation between Eagle brand ceramics and Evergrande Real Estate, 9. Building materials supermarket: building materials supermarkets are based on clear price, open sale, customer self -care, quantitative packaging, computer settlement, contentment one -stop one -stop type Supermarket formats characterized by shopping demand are a sales way to use supermarkets for building materials retail. Building materials supermarkets are already a mature, main construction sanitary ceramics marketing model in developed countries. In recent years, well -known building materials supermarket chain in developed countries have opened into large cities in China. At the end of 1996, the country's first storage -type building materials The supermarket "Tianjin Home" settled in Tianjin. On June 18, 1999, B
Hope to adopt
The marketing model of Chinese architectural ceramic wall and floor tile industry. After more than 20 years of development, from the earliest self -produced and self -selling, to scattered ceramic business stores, to centralized formed wholesale markets, Go to the large -scale ceramics
The marketing model of Chinese architectural ceramic wall and floor tile industry. After more than 20 years of development, from the earliest self -produced and self -selling, to scattered ceramic business stores, to centralized wholesale markets, to large -scale to large -scale, to large -scale Ceramics wholesale center; now Jiantao marketing has entered an era of comprehensive marketing, and its marketing model obviously covers a variety of marketing methods.
1. Fixed -point dealer model:
The China Jiantao marketing market with 9.6 million square kilometers, a designated dealer model with negative profit and loss solves the frustration of ceramic enterprises' sales governance. Nowadays, most of the Chinese -building enterprises have implemented a designated dealer marketing model. She can reduce the investment in sales channel construction. At the same time, because the dealers understand the local environment and market, they can open the market in a relatively short period of time. For example, Xinzhuanyuan, Xin Mingzhu and other companies choose hundreds of agent dealers across the country. Ceramic companies have planned the same planning and the same image in the overall marketing strategy. Detailed marketing channels and methods are responsible for the agent dealers themselves. The construction of a specialty store enables enterprises and dealers to integrate one by one, which greatly improves the loyalty of the dealers and makes the sales not chaotic for a long time. At the same time, it also regulates the corporate image of the end market.
2. Enterprise self -built terminals
Coufeng Enterprise In order to efficiently control the terminal market, establish its own product brand image, maintain and expand the market rate of products Today, industry marketing is mainly based on fixed -point dealers models. Today, there are still many specialty stores or branches in Jiantao enterprises to directly control the sales terminal. At present, the departments and enterprises in East China, so that Micks, Nobel and other companies, with strong capital strength, adopt the true marketing model of self -built self -built; most of the Gate -built enterprises in Fujian, due to their mainstream product sales site sales characteristics Significantly, it has been adopted for a long time since the establishment of the true marketing model of self -built. Enterprise self -built real marketing model is the absolute development of the sales terminal and the enterprise's absolute development and consistent steps. Companies and family -style building pottery companies use this sales model.
. The strategy of the exhibition hall
For the establishment of a pottery enterprise, the implementation of the "big exhibition hall strategy" is to show corporate strength and establish a corporate image; the other is to create a "experience sales" environment. The "experiential sales" of architectural ceramics is simply to link the fashion design and ceramic products with fashionable home culture. According to different consumption levels, the living room, dining room, bedroom and kitchen and bathroom are made into model rooms, dealers and dealers and Consumers see not only simple products, but also the overall space effect. The exhibition hall strategy has been recognized by the ceramic industry. At present, the construction of the luxury marketing center in the Foshan Ceramics Area is strong, and the area of the exhibition hall has also grown from thousands of square meters to more than 10,000 square meters. The trend of market depth.
4. Regional large marketing:
The construction of large -scale ceramic markets such as China Ceramics City, Huaxia Ceramics City, Zibo China Fortune Ceramics City, etc., providing international, environmental protection, intelligence, intelligent, intelligent, intelligent For the new generation of modern trading markets, the regional large markets concentrate on the sales stores of major medium -sized pottery enterprises. They are partitioned in accordance with the building ceramics, sanitary ceramics, craft ceramics, etc. The market implements centralized storage centralized governance, introduces modern logistics, focuses on supporting services, and makes the market "community".
5. Multi -brand strategies;
Nowadays, most of the door -to -build pottery enterprises have multiple product brands, and multi -brand strategies have benefited a lot of building pottery companies. Multi -brand strategy is a beautiful landscape. There are very few buildings that adhere to a single brand. Multi -brand operations have become a conventional response strategy for ceramic enterprises to make up for relics, integrate resources, increase market share, and respond to price war. Jiantao Enterprise launched a multi -brand product of different grades and different prices. The main purpose is to use different brands to distinguish their different grades and different types of products, so as to use corresponding marketing strategies; first, to condense more dealers, Expanding market share, multi -brand strategies have become a marketing method that is generally adopted by my country's pottery enterprises. Multi -brand strategies should be achieved based on the premise of the enterprise. The brand will inevitably cause the product differences to be unaware, which is easy to cause dealers to fuck the same room and intensify conflicts. The governance of different brands in different brands is chaotic.
6. Service marketing
IND service marketing refers to the service of dissolving customer service in the sales of products, using services to customers to promote the sales of products. Service, warranty, and quality topics are the low -level stage of service marketing. Now many buildings have launched free -designed services (such as eagles) for the home improvement market. Service marketing is a sales model with customers as the central government, establishing customer resource governance, carried out lifelong maintenance and maintenance services for products, and helping customers solve all frustrations in the process of using the product, such as design construction, maintenance, etc.
7. Designer marketing:
It more and more people in modern society are pursuing personalized and differentiated decorative design. In this way, through designer design, it is recommended to choose products In important links, in order to do this link, Jiantao Enterprise has a designer marketing. On the one hand, Jiantao Enterprise organized and sponsored product design contests. At the same time Adding more cultural connotations, big "cultural cards" have become a new image of building pottery products. Through designer marketing, shape their own ideas and culture, and use the concepts and culture of improving their predecessors and fashion to guide consumers and actively develop the market.
8. Large direct sales marketing:
The large direct sales is a strong combination through upstream and downstream enterprises. There are no traditional marketing links, which are too long and too long. Cooperation relationship. In the construction of a pottery industry, it has established a large direct sales relationship with large real estate developers, especially the direct docking of large brands, group procurement, a large number of wholesale, and comprehensively reduced sales and procurement costs. Such as: the strategic cooperation between Eagle brand ceramics and Evergrande Real Estate,
9. Building materials supermarket:
building materials supermarkets are based on clear price, open sale, customer self -care, quantitative packaging, computer settlement, contentment one -stop one -stop type Supermarket formats characterized by shopping demand are a sales way to use supermarkets for building materials retail. Building materials supermarkets are already a mature, main construction sanitary ceramics marketing model in developed countries. In recent years, well -known building materials supermarket chain in developed countries have opened into large cities in China. At the end of 1996, the country's first storage -type building materials The supermarket "Tianjin Home" settled in Tianjin. On June 18, 1999, B