Regional marketing and communication materials industry.docVIP

 PAGE \* MERGEFORMAT 4 Regional marketing and communication materials industry Recent contact with the regional building materials companies are more categories with many different industries in different position, different marketing tactics to deal with the process of building materials companies, and we feel the building materials industry in the marketing and communication process some of the difficulties, some issues and ideas to share with you. First, the firm’s strategic positioning is not clear, not accurate, not firm. As the real estate market boom of the related industries, a considerable number of building materials enterprises in China are developed in the last decade, or transition from large regional dealer, or from the upstream suppliers of raw materials transformation, or is from the traditional The transition from export-oriented enterprises. the face of huge domestic market cake, mouth-watering and highly suited. The first step is the imitation, imitation of the structure from the product to the terminal building to imitate, follow-up from product selling points to the spread of homogenization, basically in the small area with the enterprise’s own network of advantages, follow the footsteps of first-line brand, careful follow-up. The result is either a small profit but the volume is not, either, but suffered a slight amount of structural bottlenecks to , could not break, and very low profit margins. To sum up, the most critical point is the strategic positioning of the enterprise itself is not clear, not accurate, not determined. The first is the core of the attack did not determine their own market, or is blind to determine their core market, or follow the trend of low strategy not find the exact location of the enterprise itself. at least, no insight structural development of the industry trends and opportunities for the industry, leading step by step to follow, step by step passive. Second, the design did not focus on the marketing