Multi-brand strategy by marketing channel construction ceramic enterprises avoid risk of internal friction.

Throughout the pottery industry for 30 years <p>, the situation, the number of brands are you Changba, I debut, coquettish time, but more of a short-lived.. Ceramic products, though every day talking about brand strategy, brand .awareness throughout the industry is still weak, making the brand casual, brand positioning out of control, after the most profitable enterprises in the building ceramics, are the blind pursuit of bigger, do not pay attention. Strong to do fine, do not pay attention .to the best economies of scale.. </ P> <P> <P> <p> the so-called world to those who have channels, channels such as the building has been sealed sword throat, no one company .can not ignore the channels of ceramic building.. On the basis of the channel-oriented, multi-brand strategy has always been an important ceramics industry means to expand the market, but the past few years, multi-brand strategy ceramic enterprises through some .changes, some enterprises in multi-brand contract, some companies in large-scale multi-brand. expansion.. </ P> <p> In fact, the multi-brand strategy in the final analysis is a channel strategy, in .the ceramics industry that the extensive marketing model as the main background, since do not want to carry out detailed marketing or will not carry out, but the market is. There was the vast gap, then more to register a trademark.. Of course, .no difference of the multi-brand strategy is also the industry and ceramic properties of the relevant industry itself.. Because the semi-finished ceramic products and the overall properties of the closed nature of the industry determines the ceramic industry marketing is "relationship marketing .. ". By promoting market relations, channel driven by the relationship, the final product through" relationship "to sell.. </ P> <p> implementation of the multi-brand strategy is basically for the following considerations: .since everything depends relationship, then certainly each dealer network of relationships is very different, then the sales channels is different, since the sales channels are different, we. Why not use different distributors in different sales channels to expand the sales territory it?. Set .the number of dealers of a regional competition in distribution system was not feasible, management can not be put in place because the market will inevitably refused, calling to be turned on.. That we have more up for a brand on it.. That there .is no need to differentiate the product to form it?. Able to distinguish natural is good, but the manufacturers of raw materials, production line, workers can share if not better?. It formed in the marketing segment.. It does not matter if .you can not distinguish, different manufacturers use different dealer network, will not form a great conflict.. This is the background of multi-brand strategy, and market segmentation because only stay in the promotion level, meaning the lack of adequate support and attention, .often end the phenomenon of the formation of non-separated.. </ P> <p> However, this multi-brand strategy is based on the market has changed.. Personal relationship before the relationship by marketing the channel works, distribution ., home improvement business, most of the possession of the proportion of retail store image display only, but many dealers, said: do not take the project, the project is not in arrears accounts. do not do the project bid price ratio; As for .the distribution, more and more shipped directly from the manufacturers, even from the dealer delivery, control and profit margins have deteriorated.. With the decline in overall profits, and home improvement company and the designer rebate exposure, channel partnerships, and home improvement company .is also gradually adjusted to a rational basis.. Even if never seriously the retail store retail dealers are beginning to build in-store sales basis, the home improvement company and plasterers, District Extension as a carrier to supplement the engineering and distribution terminal sales pattern .has been formed, and this. kinds of pattern is driven by the brand channel model.. That is to say, relying on the brand-driven promotional channel model is taking shape, more and more dealers began to attach importance to pre-sale, .sale, service integration, more and more dealers has never been like this for high-quality end. operator needs so desperately, has never been such urgent need of terminal operations and product knowledge.. </ P> <p> present, .ceramic industry, multi-brand strategy will produce the following symptoms: </ p> <p> 1, investment becomes more difficult.. </ P> <p> 2, more intense competition in the market, dealers internal .fighting, the situation there.. </ P> <p> 3, dilution of marketing resources and market management costs.. </ P> <p> ceramic industry has always been a low-marketing industry, every enterprise .marketing resources are always limited, and adding a brand, marketing resources must 要一分为二.. Ceramic industry will enter the brand culture and brand value as the basis of the refined marketing era, the objective requirements of the pooling of marketing resources and .effective use of marketing resources is bound to bring the worse the impact of the brand.. If the original brand is strong enough, the brand culture and values has gained recognition, market management sophisticated enough, the separation of some resources to the newly created brand .down anyway.. However, the ceramic industry has yet to be called very strong brand.. </ P> <p> market environment has changed, many brands have very poor soil to survive, those impetuous, extensive marketing approaches must give .way to the refinement of marketing.. In fact, enhance the quality of business personnel and conversion marketing the efficient functioning of the market will be the ceramic enterprises to improve the quality of the key.. This may be the next period ceramic industry market efforts ... As long as digging, can also boost sales and profits, and enhance market competitiveness.. </ P>..