China's stone market has a wide range, unbalanced development and large regional differences, which will exist for a long time, so the deep marketing model is very suitable for China's stone enterprises. Deep marketing is a new, interactive and more humanized marketing model and concept, which focuses on the deep communication and identification between enterprises and customers, and turns from caring for people's explicit needs to caring for people's implicit needs.
When introducing and implementing the deep marketing mode, stone enterprises should pay attention to: concentrating marketing resources on the key links of competition, using leverage effect to integrate market resources in the circulation field; The reform in the marketing field requires the systematic coordination of the stone enterprises as a whole. The art of reform should be paid attention to: "keep order in the reform, keep change in the order", and make good use of the situation, step by step; The senior management of the enterprise agrees with the concept and unifies the thinking, and adopts a top-down reform mode with full participation to ensure a strong organizational and executive force; The artistry of marketing determines that the effective mode is based on the team's ability, and we should focus on the construction of the customer consultant team; The introduction process of the deep marketing model of Chinese stone enterprises is as follows:
Select the right target market
The target market should be selected from the perspective of market status, potential and competitive situation of stone enterprises, and the market with large capacity or development potential and intensive consumption should be selected for intensive cultivation; At the same time, considering that the introduction of deep marketing mode is a systematic reform of stone enterprises, it is necessary to give priority to the introduction of regions with typical characteristics, great influence and the recognition of the original team, and follow the Chinese reform principle of "easy before difficult, trial production of templates; increase of increment, steady progress".
Look for market opportunities from surveys
The purpose of market research is to understand and obtain the basic situation, competition pattern, channel status, customer demand and other information and data of the target regional market, and establish a regional market database to guide future market decisions. In addition to general process management such as planning and organization of market research, it is necessary to emphasize the implementation process of in-depth research, cultivate and experience the marketing team in the process, find market opportunities, deepen customer relations and respond to market competition, and make market research a basic daily work of marketing personnel.
Develop strategy and establish position
Analyze the market based on research information, mainly including the analysis of the overall situation of the market, consumers, competitors and channels at all levels, and complete the grasp of the characteristics of the regional market and the judgment of the development trend; Identify the key points of competition and the competitors to be attacked; Determine the selection criteria of channel members and target customers at all levels. Through the above analysis and in combination with the current situation of stone enterprises, we can identify our own relative competitive advantages and disadvantages, find the key points and breakthrough points of regional market development, so as to formulate the regional market competition strategy, determine the marketing objectives, and formulate the corresponding operational work plans. The combination of specific channels, products and price strategies should be aimed at building a regional marketing value chain dominated by stone enterprises, and gradually establish the leading position in the marketing chain.