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1、耐用之道_天奴创造,天奴品牌营销实战管理（The way to create durable _ Tarantino, Tarantino brand marketing management）Any product or industry cannot escape into growth - - - mature growth regularity of the natural decline, and the rise of the ceramic industry about hardware industry, after nearly 20 years of glorious de
2、velopment, now also is the manufacturers sales decline, dealers said of an aged person, living hard, the whole industry into a vicious spiral of price war and the future is bleak. For the hardware industry, there are signs of a gradual decline. Such circumstances, be an anachronism, is still muddle
3、along, contrarian breakthrough, and create a new brilliant?What to illuminate the future of hardware industry?China throughout the development of the industry of building materials, hardware, ceiling, floor and other industries belong to the same material industry, after the same workshop and the pr
4、ice war stage, but after more than ten years of development, has completed the industrial upgrading, forming a brand operation pattern.Because of the relatively low entry barrier, the hardware industry has more and more participants. There are about several hundred brands in the industry, and the co
5、ncentration of the industry is relatively low. Domestic brands such as huitailong, elegant hardware development. Foreign brands staking, regional brand switch blocking. Beyond count motley crew with low cost, low price, flexible means to snatch the regional market share. The Internet has not yet see
6、n a strong brand, but in other industries, the pace will accelerate.For consumers, the hardware is semi-finished products, installation and after-sales service is required before the completion of the use of experience, product appearance and technology are similar, quality is difficult to identify
7、and detect in a short time.From the market demand, as the property of the associated industries, the development of real estate and national control policies have relatively large impact. In particular, the State encourages developers to build fully decorated rooms, low-cost housing, the direct caus
8、e of the building materials industry sales channels will change in the future, so developers and decoration companies to become the main sales target.The long run, the rigid demand still exists which indicates the prospect of building materials industry is good, but for the hardware industry, the re
9、placement of wooden doors, kitchen closet industry prevails, directly affect the development of hardware lock, in the future, the hardware development will officeholders hard, wooden doors, furniture to transition from Topstrong the field, the main direction of huitailong bathroom so remarkable, go
10、big Home Furnishing, supporting the integration of resources is the strategic choice of brand of hardware to enhance the core competitiveness of enterprises.Tarantino, positioning the new height, open innovation patternWe can win of Tarantino brand, must have a clear understanding of their own profe
11、ssional terms, the companys marketing plan, must make a diagnosis of the brand, but I have a quick diagnosis method is different from the advertising company, that is their own pulse, for example, enterprise is your body, all sectors of the viscera is an enterprise, which part of your pain only you
12、know best. Therefore, the most effective and efficient way is to the general manager, marketing director, sales director, customer service manager, the front end of several regional managers, a few people sit together,What is the brand of goods? Where is the core competence? What products the compan
13、y offers are unmatched by competitors? What is the competitive advantage of Tarantino products? Where is the foundation for the future development of Tarantino? If you can not say one, so, or even their own can not move, it will prove that the brand system must have problems, so far, the diagnosis i
14、s complete.Based on the comprehensive search system Tarantino brand, found that many do not adapt to the long-term development of the brand defects:Brand level: lack of brand value planning, lack of brand value; lack of a high level of core brand that can command the whole brand strategy.Product lev
15、el: disorder of products in the system matrix, Tarantino product line is very perfect, but not systematic in the dissemination is not clear, the main product or core technology is not prominent.Terminal level: terminal store image experience and core strength and cultural display inadequate, need to
16、 further enhance the image and sense of value.Communication level: Tino brand recognition is insufficient, the basic search through Baidus recruitment information, too little about the brand and product information, from the point of competition with other brands far.Channel layout level: the quantity is still weak, but we must vigorously develop high-quality dealers, seeking the quality, not quantity.In the terminal m
