自动门
自动门企应该走以推广渠道提高市场占有率以销量带动品牌的连锁营销模式
发布时间:2012/4/25
 
  当前,成都自动门业市场正处在一个迅猛发展的时期,品牌急剧增多,企业竞争力不强是影响企业发展的一大问题,一个终端店里经营多个品牌的现象非常普遍,受人民币升值的影响,一部分做出口的厂家,也被逼转做内销,而这部分企业的实力强,在营销方面投入的人力、财力比例高,力度大,营销策略和规划宏大,这更加剧了市场的竞争,给一些中小企业带来了更大的压力,对这种竞争,中小企业很难应对。
 
  门企需注重自身信誉
 
  企业自身信誉问题也不容忽视,招商前期制订了优惠的加盟政策,业务人员拍胸承诺的质量保证,交货期、售后服务等,不是没做到就是做得不到位,而面对终端的经销商,夹在中间疲于周旋,苦不堪言,对他们来说是有失公平,由于企业的失信,经销商的流失率提高,出现前功尽弃的局面。问题的根源找到了,只需对症下药。
 
  注重宣传推广
 
  要想提高企业的核心竞争力和知名度,树立品牌形象,很多行业在广告上的投入较大,几百上千万很平常,这也是由其行业和产品的特殊性所决定的。
 
  选择适当的营销模式
 
  企业应该走以推广渠道提高市场占有率,以市场占有率提升销量,以销量带动品牌的连锁营销模式。
 
  这种营销模式最适合在公司以点带面的大的营销策略下实施。最直接有效的方式是在各地区的一级市场设立公司的直营店或体验馆,行使办事处的职能,以直营店为轴心,辐射二三级市场,拓展销售渠道,走“农村包围城市”的道路,先在二三级市场开发一级代理商,然后攻克一级市场,对代理商而言,做一级代理和做二级代理的地位不一样,因此在二三级市场开发一级代理商相对比较容易。
 
  为能顺利展开工作提高成都自动门企业在行业内的知名度,在行业内较有影响力的媒体上做一些宣传,再做一些必要的认证,也是有必要的。另外,就是练好企业内功,特别是产品的质量、选材、交货期、售后服务。
 
 
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