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橱柜企业搞好市场营销 对症下药是关键

2015-03-23 17:16 来源:中华橱柜网
核心提示:在橱柜行业竞争日趋白热化的今天,洗牌已是发展之必然。对于知名品牌橱柜而言,洗牌或许更有利,能淘汰很多“敌手”,但是对于某些橱柜企业而言,却是不小的挑战,稍不慎就将面临淘汰的局面。所以,橱柜企业若能在市场营销上做足功课,“玩”出花样,或许能在激烈的竞争中拥有更强劲的制胜砝码。

在橱柜行业竞争日趋白热化的今天,洗牌已是发展之必然。对于知名品牌橱柜而言,洗牌或许更有利,能淘汰很多“敌手”,但是对于某些橱柜企业而言,却是不小的挑战,稍不慎就将面临淘汰的局面。所以,橱柜企业若能在市场营销上做足功课,“玩”出花样,或许能在激烈的竞争中拥有更强劲的制胜砝码。



橱柜企业搞好市场营销 对症下药是关键


部分橱柜企业营销不“给力”


当下,广告宣传、促销活动等营销手段已经成为了众多橱柜企业与经销商司空见惯的推广手段,但是,对于现在的消费者而言,这些“老掉牙”的宣传营销手段早已失去往日的吸引力。因此,很多时候,宣传营销费用花了不少,却鲜有效果。


而且,对于某些橱柜企业来说,在原材料成本持续上升、国家环保政策步步紧逼的重压之下,陷入产品卖不出去的恶性循环,只能降低在广告宣传方面的资金,最后呈现出部分橱柜企业营销不“给力”的局面。


对症下药布阵营销 橱柜企业绝地重生


俗话说:一计不可二用,北方认可的消费理念在南方不一定就能畅行无阻,西方流行的产品在东方可能是早淘汰的产品。所以,橱柜产品的营销模式也要根据当地的文化、历史、生活习惯而因地制宜。


除此之外,从目前部分橱柜企业与经销商的营销策略来看,大多无针对性和科学性,更无文化可言。中国快速消费品营销30年的历程证明,任何一款持久畅销的消费品无不经过多次试销和反复的市场磨砺。品牌形象、价格策略、渠道策略、广告策略、终端策略等等都需要在试点市场内经过一段时间的打磨,经过反复验证和纠错之后才可以加速起跑。这个过程万万不可省略。这些从实战中得到的经验,对于橱柜企业而言,同样有很大的借鉴意义。


总之,在橱柜市场较不景气,竞争环境变幻莫测的背景下,橱柜企业更要有危机意识,“对症下药”有针对性地布阵营销,这才是制胜的关键所在。因此,橱柜企业在市场营销过程中,应做好市场调研,避免一刀切。因为未来橱柜市场竞争必将更为激烈,橱柜企业只有加强创新,因地制宜,才能在全国范围内抢占属于自己的市场。


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作者:佚名 责任编辑:赵杭灵
橱柜 | 营销

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