Hardware industry how to market please remember the eight characteristics of the three forms

Hardware marketing and how a situation? Hardware First, the object of the transaction: industry-based users. Hardware industry marketing object is generally industry characteristics of the group and institutional purchasing behavior, therefore, our marketing object is not the fast moving consumer goods industry to face individual consumers, but to industry users as the characteristics of the productive investment into reproduction; Second, the product structure: the relative specialization of technology. Hardware industry generally belongs to the system integration of specialized products, whether it is construction machinery, or central air conditioning, etc., the level of product specialization is generally very high, the technical threshold of the product into the threshold of capital is very high; Third, the marketing model: direct sales-based, supplemented by channels. Because of the relatively high technical content of the product structure, and most of the domestic distributors rely on market opportunities, relatively low comprehensive quality, completely dependent on the channel is impossible, most of the channels in the distributor acts as a big sales staff, and end-users to engage in business-oriented, involving professional programs and technical exchanges, basically manufacturers; and manufacturers want to produce a more stable, it is necessary to pay attention to the direct sales. Well-known marketing expert Luo Baihui believes that the hardware industry marketing model should be led by end-users, to the project order for the purpose of manufacturers to guide the development of channels for the direction. Fourth, differentiated marketing: service as a feature. Because it is a group purchase, and the hardware industry technology is more mature, therefore, the modern hardware industry sales more service as the core weapon, through differentiated services to create sustainable competitiveness. We have purchased Japanese, domestic and German technical equipments, there is still a certain gap between domestic equipments and western countries in terms of technological sophistication, but in fact, we feel that the bigger gap is embodied in the service and sustainable tracking. 2003, we have purchased a set of roofing package equipments from Shikoku of Japan, and from the beginning of our purchase of the equipments, the Japanese company has continuously provided us with technical corrections and technical upgrading of the equipments. From the time we purchased the equipment, the Japanese company has continuously provided us with the equipment's technical corrections and technical upgrading services, not only that, the Japanese company has also carried out a series of humanized services. Fifth, the marketing method: relationship marketing for sublimation. In the hardware industry marketing process, the phenomenon of product homogenization is more common, even if there are certain differences in technology and quality of foreign products, but basically can meet the needs of users, not to mention that large customers generally will not be a special choice of new technologies and products; therefore, often marketing, product differentiation is not very obvious, the key is to get the key people, good relationship marketing, to establish trust, and to achieve sales behavior. Sixth, the price system: the impact of the macro-environment. Hardware industry product structure by the national and international macro-environmental impact is relatively large, such as oil raw material prices, will inevitably affect its downstream chlor-alkali product price increases, and steel material price changes, but also directly affects the machine tool products market price trends, therefore, the hardware industry price is very sensitive to the macro-environment, any macro-economic environment of the wind and grass will quickly react to the price of the hardware industry. Seven, marketing communications: focus on the brand's reputation: hardware industry marketing communications generally will not be like fast moving consumer goods, the same as the overwhelming advertisements, this is just necessary to improve awareness, but, if there is no reputation is relatively empty. Luo Baihui believes that there are three forms of advertising communication in the hardware industry industry. One is technical communication. Technical communication will generally be more through the expert demonstration, technical seminars, successful case sharing, customer meetings, exhibitions and other forms of appearance, and then the technical documents into product promotional materials for professional dissemination. The second is media communication. Hardware industry media communication will generally choose specialized media, such as steel information, Chemical Times and so on. Industrial professional media is also the main platform for carrying industrial products to foreign countries, therefore, many professional media advertisements are very stable, and the competition is not very fierce, but professional media advertisements are not likely to be like consumer goods to appear a large volume, and its impact by the market is also relatively low. The third is image communication. This kind of communication will generally appear in the form of public relations and sponsorship, because for the hardware industry brand, the enterprise brand represents the product image, therefore, with the intensification of market competition, many hardware industry enterprises in the new product listing will choose to use the image of the means of communication to highlight the quality of the enterprise products. Eight, the source of information: bidding announcement is the main. For the hardware industry, market information is channel information. In general, the hardware industry will have its own unique business information system, such as gold mold network is the hardware mold raw materials supply and demand platform, suppliers and buyers will be released on this platform related information. Government procurement is generally through the government bidding platform to acute operations. Although this information channel is often with a certain degree of paid, but in fact the hardware industry channel costs are mainly expressed in the follow-up maintenance costs, information channel costs are still relatively low, especially with the gradual establishment of China's socialist market economy, the hardware industry's information channels will be more and more towards standardization.