Hardware Industry Marketing Analysis

Hardware Marketing:

First, the transaction object: industry-based users of the hardware industry's marketing targets are generally industry characteristics obvious group and institutional purchase behavior, therefore, our marketing target is not the individual consumer facing the fast-moving consumer goods industry, but to industry users It is characterized by investing in productive investment in reproduction;

Second, product structure: technology is relatively specialized Hardware industry is generally a systematic integration of specialized products, whether it is construction machinery, or central air conditioning, the level of product specialization is generally very high, the technical entry threshold and capital threshold Very high

Third, the marketing model: direct sales, channel as the product structure because of relatively high technical content, while most domestic dealers rely on market opportunities, relatively low overall quality, completely dependent on the channel is impossible, most of the channels The distributors in the company act as large sales personnel, engage in business with end users, involve professional programs and technical exchanges, and are basically based on manufacturers; and manufacturers must pay attention to direct sales if they want production to be relatively stable. Luo Baihui, a well-known marketing expert, believes that the hardware industry marketing model should take the end-user as the leader, take the project order as the goal, and guide the manufacturers as the development direction.

IV. Differentiated marketing: service as a feature Because it is a group purchase, and hardware industry technology is more mature, therefore, the modern hardware industry sells services more as a core weapon, and creates sustainable competitiveness through differentiated services. Our company once purchased the technical equipment of Japan, China, and Germany. In the precision of technology, there is still a certain gap between domestic equipment and Western countries. In fact, we feel that the greater gap is reflected in the service and sustainable tracking. on. In 2003, we had purchased a set of roof pack equipment for the four countries of Japan. From the time we purchased the equipment, Japanese companies continued to provide us with the technical correction and technical upgrading services of the equipment. Not only that, Japanese companies also launched a series of human nature. Service.

V. Marketing methods: Relationship marketing is a sublimation In the hardware industry marketing process, product homogenization is relatively common, even if there are differences in certain technologies and quality of foreign products, but basically can meet the needs of users, not to mention the general customers There will be no special selection of new technologies and products; therefore, in marketing, product differentiation is not very obvious. The key is to get key people, do a good job in relationship marketing, build trust, and achieve sales.

VI. Price system: the impact of the macro environment The product structure of the hardware industry is affected by the macro environment of the country and the world. If the price of petroleum raw materials rises, it will inevitably affect the price of the downstream chloro-alkali products, and the price change of steel materials will also have a direct impact. The market price trend of machine tool products, therefore, the hardware industry prices are very sensitive to the macro environment, any macroeconomic environment, the trouble will quickly react in the hardware industry prices.

VII. Marketing Communication: Paying Attention to the Reputation of the Brand Hardware marketing communication in the hardware industry generally does not advertise overwhelmingly like fast-moving consumer goods. This is only necessary to increase awareness. However, if there is no reputation, it is relatively empty. Luo Baihui believes that there are three forms of advertising in the hardware industry. One is technical communication. Technical communication will generally be conducted through expert demonstration meetings, technical seminars, successful case sharing, customer meetings, exhibitions, etc., and then the technical documents will be made into product promotion materials for professional communication. The second is media communication. The media industry in the hardware industry generally chooses professional media such as steel information, chemical industry news, etc. Industrial professional media is also the main platform for carrying international exchanges of industrial products. Therefore, many professional media ads are very stable, and relative competition is not very fierce. However, professional media advertising may not be as heavy as consumer goods, and it is affected by the market. Also compare the next. The third is visual communication. This kind of communication will generally take the form of public relations and sponsorship. As for the hardware industry brand, the corporate brand represents the product image. Therefore, as the market competition intensifies, many hardware industry companies will choose to use the image in the new product launch. Sexual communication means to highlight the quality of enterprise products.

VIII. Sources of information: Mainly for tender announcements For the hardware industry, market information is channel information. Under normal circumstances, the hardware industry will have its own unique business intelligence system, such as Jinmo.com is the supply and demand platform for hardware mold raw material products. Suppliers and buyers will publish relevant information on this platform. Government procurement is generally operated acutely through government bidding platforms. Although this kind of information channel often has a certain degree of compensation, in fact, the channel cost of the hardware industry is mainly reflected in the follow-up maintenance cost, and the information channel cost is still relatively low, especially with the gradual establishment of China’s socialist market economy. The industry's information channels will become increasingly standard.