自动门
门窗企业如何着手变革以抢得市场先机
发布时间:2011/12/22
 
  面对未来扑朔迷离的行情,成都自动门企业该从哪些方面着手进行变革,以便在未来的市场发展中找准定位,抢得市场先机?
 
  以技术创新提高生产效率
  创新在任何时候都是企业永保竞争力的不竭动力。以技术创新提高生产效率,降低生产成本,为消费者提供更多廉价、高品质的门窗产品;以体制创新使门窗企业的日常运作更有秩序,便于管理,同时也可以摆脱一些旧的体制的弊端,使企业焕发活力;以领导思想创新保障企业在此不利环境下沿着正确的方向发展。以员工思想创新增强企业的凝聚力,发挥员工的创造性,为企业带来更大的效益。科技支撑产品卖点的独特性、企业文化的活力性,产品质量的坚挺性。
 
  提升门窗品牌内涵
  门窗企业之间存在着很大的差距,这差距不在质量高与质量低,国内门窗产业进入门槛低,有钱任何人都可以买一条生产线招几十个人从事门窗生产,门窗产品品质大同小异;不在名气大小,门业市场渠道乃真王道,哪家门窗企业拥有了优质的终端店面资源,哪家企业可以说就拥有了门窗行业竞争的先发优势;也不在品牌大小,强龙压不过地头蛇,一些在全国市场顶顶有名的品牌到了一些地方市场经常会落入被地方品牌打得落花流水之尴尬境地。真正的差距还是在于品牌内涵。这内涵不仅在于企业、品牌、门店形象,更在于产品质量、企业文化、员工精神风貌、处处为消费者着想的意识、品牌文化等等各方面。
 
  多层营销模式
  门窗行业之于楼市有很明显的滞后性,聪明的企业,会在这一非常时期积极调整企业运作模式以备后患。门窗企业大可根据楼市现状,把握住这一喘息机会,适当调整短期发展策略,以便更好适应新政带来的影响。以渠道模式为例,从纵向层级来看,门窗行业已以往单一的“厂家-省代-分销商-终端”的4级渠道层级,转变为“厂家-省代-分销商-终端”、“厂家-分公司(联营公司)-经销商-终端”、“厂家-经销商-终端”多种层级模式并存的通路格局势在必行。
 
  发展个性化产品
  面对楼市严厉的调控政策,成都自动门企业表示国内也有部分门窗品牌看好市场,优化产品结构,逆市扩张。据报道,“某知名木门窗企业为求新求变,将目光投向“个性化”人群,推出了可DIY定制的门窗,引起关注。”据了解,该厂家斥资3000万元,3个月研发成功一款成熟的可批量生产的个性定制门窗。这款产品直指门业消费的个性化需求,可以根据消费者意愿印制图案,受到年轻消费群的欢迎。
 
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