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                                                                                                                                                                                                                                                                      原木門企業市場競爭三劍客

                                                                                                                                                                                                                                                                      【摘要】:
                                                                                                                                                                                                                                                                      有競爭才有進步。目前環境下,原木門行業面臨洗牌的危機,競爭日趨激烈。但萬變不離其宗,企業之間的競爭,始終是產品、市場與服務的競爭。市場競爭占據好的市場必然是木門品牌在營銷上重要因素,一個成功全面的品牌,既要在飽和的市場中有一席之地,同時對于有潛力的市場,更要占據先機和地利。這就是成熟品牌所謂的“紅?!焙汀八{?!眱墒肿?。以四川市場為例,作為全國排行前三的原木門大省,品牌和商家要考慮的就不只是在四川省

                                                                                                                                                                                                                                                                      有競爭才有進步。目前環境下,原木門行業面臨洗牌的危機,競爭日趨激烈。但萬變不離其宗,企業之間的競爭,始終是產品、市場與服務的競爭。

                                                                                                                                                                                                                                                                      市場競爭

                                                                                                                                                                                                                                                                      占據好的市場必然是木門品牌在營銷上重要因素,一個成功全面的品牌,既要在飽和的市場中有一席之地,同時對于有潛力的市場,更要占據先機和地利。這就是成熟品牌所謂的“紅?!焙汀八{?!眱墒肿?。

                                                                                                                                                                                                                                                                      以四川市場為例,作為全國排行前三的原木門大省,品牌和商家要考慮的就不只是在四川省內的營銷,而要以四川為主,輻射西南,延伸西北,進而擴大到全國。面對較為飽和、品牌林立的四川市場,臨近的陜西其實就是一個不錯的市場,亟待開發。

                                                                                                                                                                                                                                                                      產品競爭

                                                                                                                                                                                                                                                                      說一句實在話,在原木門行業,但凡有個一兩年經驗的成熟品牌,他們之間產品的同質化十分嚴重。比如產品,在普通消費者看起來,實在是沒有多大區別。那么比環保?比價格?還是比花色?

                                                                                                                                                                                                                                                                      比環保? 原木門都很環保,取材原木,已經將有害物質降低到最低水準,不同的只是油漆,但是真要在這上面玩出點花樣,實屬不易。

                                                                                                                                                                                                                                                                      比價格? 只會引來惡性競爭,只有少數實力強勁,在原材料和生產管理上能夠達到精準嚴格控制的商家才能真正擁有這樣的源頭成本優勢。

                                                                                                                                                                                                                                                                      比花色? 比全強過比新,不用我說,大家都會在花色上用心思,但顧客在花色的選擇各有不一,全比巧更占優勢。

                                                                                                                                                                                                                                                                      服務競爭

                                                                                                                                                                                                                                                                      原木門產業發展至今,不論是成熟或者不成熟的品牌,在質量之外,服務也是最重要的競爭項目,與品牌價值關聯緊密。

                                                                                                                                                                                                                                                                      筆者在走訪市場,了解了一些消費者的心理之后發現,在木門的選購上,由于質量差別不大,消費者所關注的除了價格就只有服務。對于現在的消費者來說,花錢買的不只是產品,還有品牌對于這個產品提供的服務。只有完善的服務體系,才能為品牌誠信度和美譽度增加信譽。

                                                                                                                                                                                                                                                                       

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