What brand marketing can bring to Chinese industrial enterprises

China Coatings Network
News: Traditional industrial customers only attach importance to sales, ignoring the marketing point of view is changing, the most important reason is the increase in competition, the market needs a new type of competitive means. Although the traditional sales model is still a very important marketing method for industrial goods, many industrial enterprises no longer consider it to be the only effective means.
brand, as one of the most dazzling nouns in industrial marketing, has begun to take the stage of history. Discussions and articles about industrial brand marketing and planning have been in full flow, as long as you search Baidu and Google, you will find that industrial brand marketing and planning tide is brewing, from theory and practice began a positive preparation. Industrial brand marketing is a new term, from the emergence to the basic popularization of only a few years, in this period, China's industrial products and manufacturing market has undergone drastic changes, foreign trade market shrinking, rising labor costs, the deterioration of the industrial environment, are relentlessly squeezing the profits of industrial goods enterprises, industrial products manufacturing enterprises, especially small and medium-sized enterprises are struggling. How to make a breakthrough is a serious problem before them.
The author believes that only a thorough reform of the marketing model, change the past complete sales orientation, and between brand marketing as the core of the modern marketing concept, can we gradually change the passive market situation of industrial products enterprises.
The traditional sales model has not adapted to the changes in the market, mainly due to the following reasons: the scope of
bidding is the original larger, the bidding process is more and
more formal

these sudden changes have caught domestic industrial companies off guard, unable to adapt, or even overwhelmed with bankruptcies. Zhang Dongli believes that in this case, industrial enterprises only change the sales-oriented outdated concept, holding high the brand marketing killer will be possible to break through. The following reasons are:
industrial brands can break the homogenization of products, the formation of differentiated competition,
industrial marketing is the essence of trust marketing, industrial brands can enhance customer trust,
industrial brands can enhance the added value of industrial products, break the spell of price competition;
Industrial brands help to get rid of the status of "road" goods, the only way to get out of the way is to incorporate brand value into consumers' perceptions of products and services;
industrial brands can form strong distribution capabilities for industrial products;
industrial brands can boost employee morale and increase employee loyalty;
industrial brands can help industrial enterprises survive adversity
industrial brands can allow industrial enterprises to penetrate market boundaries and make rapid development.
benefits of brand marketing for industrial enterprises are more than that. Brands can also form real assets and play a key role in mergers and restructurings, creating premiums that exceed several times book net assets. For example, the company, which bought Airwick Group from Airbus-Gaki at a cost of 165 million pounds, paid an additional 55 million pounds for Airwick's brand value.
, the marketing mix is now seen as a variety of tactical weapons arsenal, in which the brand is the ace weapon. Practice has proved that with a strong brand, enterprises can get huge returns. In a sense, the brand is the enterprise, the enterprise is the brand. Brand is an important part of corporate strategy.
traditional industrial enterprise operators have taken it lightly that competition for industrial goods is competition between products, depending on quality and service. In fact, this view is completely wrong. No decision-maker in the world involved in the process of buying industrial goods is entirely rational in making purchasing decisions, driven by emotion and completely rational. This truth is very simple, people are rational and emotional complex, is dependent on sensitity to make decisions, which can not be reversed.
Industrial brand marketing is also important because of a solid, well-defined brand strategy that helps employees understand the company's marketing goals and their role in achieving them, thereby stimulating initiative, purpose, and productivity. Externally, brand marketing or let the public and customers know the value, achievements, and why they are different from their competitors. A solid, well-implemented brand marketing strategy is a strong guarantee of achieving the company's vision and will have a significant impact on the final outcome.
faced with the market pressure and deadlock of Chinese manufacturing, industrial enterprises can only break through this dilemma and change "Made in China" to "Chinese brand" only if they learn from consumer goods enterprises and take brand marketing as their corporate strategy.