Electrical equipment industry without marketing-.docVIP

 PAGE \* MERGEFORMAT 9 Electrical equipment industry without marketing? 4 years ago, he had been one of China’s top ten masters A master planned in Shanghai and an exchange, A master of speaking without electrical equipment industry marketing. A few years later recollection of these words touched many, a few years of electrical industry, marketing management and consulting practice, and feeling with the dual characteristics of consumer durables and industrial electrical products marketing, and as difficult as fast moving consumer goods, from a certain some ways, the degree of difficulty greater than the fast moving consumer goods and general consumer durables. Also need to establish a consistent theory of operation of electrical equipment industry marketing system, a simple drawing on the marketing fast moving consumer goods or consumer durables mode of operation are undesirable. The following aspects will be compared and analyzed. Difficult one: low consumption frequency of brand building Electrical products in the Chinese market, the annual capacity of more than 90% depends on the developments in the real estate market is a concern with the high degree of real estate industry, its high degree of attention to the real estate industry also has a long durability cycle characteristics. Residential commercial houses, for example in 70 years, generally speaking, the average consumer spending no more than 3 times. I once set in Shanghai, an old villa in the early 20th century saw an installation of some of the switches still work properly. Qualified electrician product life long, repeat purchase frequency is low, low everyday concerns, consumer behavior between mediated and emotional and rational. Because of the low frequency of purchase, consumers brand loyalty is low, due to the low degree of concern, the traditional way of branding in this weakening. Such as the mass media, word of mouth spread and can not bring about the long-term effects of brand building. C