Marketing Ecology and Pulse of Radiator Industry in China ...................?

Marketing Trend of Radiator Industry in China ..........................................................................................................................................................................

This paper reviews the four stages of radiator marketing in China in the past 20 years, including "enlightenment and revival", "agitation and exploration", "development and rationality" and "commercial war and competition", and reveals the basic position and influence of different stages of marketing among industries and enterprises. Then deeply analyze the ecology and pulse of the industry's marketing concept, enterprise competitiveness, brand building, marketing talent building and marketing organization function. And sort out the future marketing trends including marketing strategy, marketing book, marketing organization, channel format, brand promotion and internationalization strategy from the height of industry strategy, so as to encourage people of insight in innovative marketing reform and make unremitting efforts for the marketing glory of the industry.

Keywords: marketing process? Marketing pulse? Marketing trends? Transformation? Innovation? Change? value

The development of radiators in China in the past 20 years has entered a new pattern of "white-hot" market competition, with unprecedented scale of new construction, expansion and reshuffle. Looking at the industrial marketing of radiators in China, we should focus on analyzing the chaotic market ecology and pulse from the height of "industrial potential", re-examine the essence of marketing, improve the organizational function construction of marketing, sort out the development context of marketing, guide the transformation of marketing, and truly realize the healthy and steady development and construction under marketing planning.

Radiator in China for 20 years, marketing seems to have been accompanied by the construction and development of the industry. Looking back, the application and development of radiator marketing in China, like other industries, is closely related to the changes in the market environment in China. China Radiator At the beginning of the 20th century, China gradually transformed from a planned economy to a market economy, and the productivity was released, which led to the growth of heating economy, the end of the shortage economy, the initial formation of a buyer's market, and the intensification of competition among enterprises in the industry at the beginning of the 20th century. Today, the market mechanism was basically formed and the degree of openness was improved, which made more and more enterprises pay attention to their own marketing strategies, including other business strategies.

There is a passage in the Buddhist classic "Diamond Sutra" called, don't say, don't say, don't say. It means that any interpretation of Buddhism is a separation of Buddhism. Similarly, to uncover the "ecology and pulse" of our radiator industry today, it is also inseparable from its "development stage".

"Four Stages" of 20-year Marketing of Radiator Industry in China

"The first stage" (86-93) Enlightenment and Renaissance.

Looking back at this stage of industry marketing, we must look at the background of China's production materials market construction. At the beginning of "20 years of radiator industry in China", China's means of production market is in the transitional stage of dual-track system. In the past 88 years, China's economy has been overheated. The national four new materials management measures show that "general raw materials, building materials and mechanical and electrical products are basically liberalized, and enterprises independently purchase and sell in the market". This reflects the marketing characteristics of radiator industry from one side, that is, "the market is basically liberalized and the consumption structure begins to change". With the "inflation" in the late 1980s and the unsalable sales of some commodities, it should be said that the marketing of enterprises is in its infancy at this time.

During this period, the industry marketing theory was put forward with the slogan "customer is God" after the "sales concept" further impacted the long-standing "production concept" and "inflation". The marketing organization of radiator enterprises has gradually changed from the "supply and marketing department" which used to be a trinity of sales, procurement and supply to the "sales department" which was established to care about industry demand and product structure improvement. The characteristics of marketing organization have been based on showing that sales is the basic marketing function of enterprises, but the marketing practice of radiator enterprises at this time is mainly manifested in the factory director taking several salesmen to the market.

The second stage (94-97) is restlessness and exploration.

The obvious market feature at this stage is the initial formation of the buyer's market. The domestic "real estate fever" gave birth to the radiator (mainly cast iron heating) building materials market, and the overall marketing concept of enterprises is gradually changing. "Quality competition" has stepped onto the marketing stage. In the early 1990s, the activities of "Year of Quality, Variety and Benefit" and "Journey of Quality" all enhanced the awareness of enterprise quality management. Many enterprises peep at the change of market demand and show the product market of new radiator in succession to speed up the adjustment of the original product structure. The marketing organization is also constantly improving with the changes in the internal and market environment of the enterprise, and the corresponding "marketing department" has become an important framework of the marketing organization of the enterprise.

The third stage (98-200 1 year) development and rationality

Objectively speaking, 1998, as the beginning of the third stage of industry marketization, combined with the national abolition of welfare housing distribution and the implementation of "monetization" housing distribution, is a watershed in real estate system reform. More importantly, the development of new radiator domestic market after 1998 broke the situation that the original cast iron radiator dominated the world, and also triggered a storm of popularization of new radiator domestic market. Different from most other building materials, the initial market format of new radiator is "channel retail", which is inevitably related to the fact that the commercial houses in this period are basically "rough houses" and the so-called "kitchen and bathroom refined decoration" commercial houses have ended rapidly in a short time. The format of channel retailing at the beginning has tortured many enterprises' marketing ideas, marketing organizational structure and product distribution system.

At this stage, some enterprises began to promote the new radiator market with the help of "trademarks" and "brands". With the change of public consumption concept, consumption ability and consumption pattern, the consumption structure of radiator channel began to show personalized and hierarchical market characteristics.

The transformation of marketing organization is accelerating, enterprises are striving to adapt to the channel market, and the corresponding organizational systems such as market research, product research and development, logistics and after-sales service have achieved a "qualitative" leap.

The fourth stage (2002-2006) is commercial warfare and competitive cooperation.

The rapid development of radiator industry has attracted countless heroes. The marketing development of radiator industry has entered a brand-new development stage, which is marked by the China Entrepreneur Century Forum and the well-known expert summit forum in radiator industry from June 5 to February 8, 2002. The concept of "marketing is an important productive force of enterprises" has become the cognition of more people in the industry. At the heating culture festival in 2003 and the annual meeting of radiator industry in 2004, "marketing" became an indispensable topic in important activities of the industry. Most enterprises have clearly realized that the completion of output must rely on market orders, and the output, technology and quality of enterprises must be placed in the grand strategy of marketing, which is the fundamental guarantee for enterprises to win.

The market competition among enterprises in the industry is becoming increasingly fierce, and there are many industry participants. The rapid growth of the new radiator engineering market, the formation of the channel market network and the "food sharing" of the multi-heating equipment structure in the heating market have made the radiator industry enter an unprecedented competitive stage. Traditional production, technology and marketing concepts are facing great challenges.

Radiator Committee took advantage of the trend, and people put forward the industry policy of "integration, enrichment, improvement and development", actively created a good atmosphere for fair competition and standardized development of enterprises in the industry, and carried out active marketing activities around the theme of "grasping quality, creating brands, stressing integrity and expanding markets".

Looking back, in the past 20 years, the marketing of heating industry has changed from ignorance and agitation to exploration and competition. Han Yu, a great philosopher in the Tang Dynasty, said: "You can know the yin under the hall, the change of the sun and the moon, and the change of the cold part." . People who are good at playing games, seeking potential and grasping pulse, have developed totem marketing.

Marketing Ecology and Pulse of Radiator Industry in China

As a special building material commodity, radiator has experienced the technical and market development from the traditional radiator which was evenly distributed in engineering houses to the new radiator. Starting from the new radiator, the channel market and new radiator that meet the demand of "replacement" will enter the engineering market again. In the past, the country divided heating areas and non-heating areas according to regions, and basically needed radiators to carry the market. Today, a large market in the north and south with home quality and satisfaction with heating quality as the main indicators has been formed, which can be said to have embarked on a distinctive road of industry development.

The marketing ecology and pulse specifically reflected are:

First, the radiator enterprise higher-level marketing concept update

After challenging the "production concept" and "sales concept", the marketing concept of radiator enterprises presents a new concept of "marketing concept". Most enterprises have realized that in order to survive and develop, they must change their marketing concepts, so the production and business activities of enterprises under the new marketing concepts are also actively changing. However, we should also see new marketing ideas. At present, there is still a big gap in the understanding of the marketing team at the executive level of the radiator industry. In their view, the understanding of "correctly determining the needs and desires of the target market under the new marketing concept and delivering the goods or services expected by the target market more effectively than competitors" is still at a low level. Insufficient execution is a common problem in enterprises. It must be recognized that even if the marketing ideas at the top of the enterprise is liberated and the concept is updated, if the middle and grass roots still stay at the past level of understanding and cannot be effectively implemented, it will be difficult for the new marketing concept to play a guiding and helping role in enterprise marketing.

Second, it has become a * * * knowledge that marketing strategy determines the overall competitiveness of enterprises.

Whether an enterprise has a marketing strategy and the execution of this strategy, including the realization of this strategy, have become the most important aspects of cultivating the competitiveness of enterprises. In the radiator industry, quite a few enterprises have not put marketing at the strategic height, and lack of bringing marketing strategy into the overall strategy of the enterprise. Some only regard marketing as a strategic tool, and rarely systematically incorporate basic marketing strategies such as brand building, brand positioning, mental resources and channel layout into marketing planning. In addition, although some enterprises have consulting strategies, and the provision of these strategies depends on a "copy example" of a consulting company, including a hasty market research process, they lack the actual effect of strategic practice.

Third, brand building has become the main line of enterprise marketing.

Brand building has become the main business line of many enterprises' marketing work, and the specific brand promotion is reflected in: 1, the high-end promotion of foreign brands (Sende, Isapu, schaffer) in the domestic market. Most of these brands follow the original genes and core demands of the brand, and pay attention to the active exploration of "localization" communication. Sub-brands such as "Copper Core Clean" and "Cyber" launched by Sende are intended to strengthen communication with local consumers; 2. The momentum of domestic brand building is strong. With the brand recognition cultivated in mature markets in the past, Nuoluo brand has advanced into CCTV TV communication in one fell swoop. Its channel market also includes mature network construction such as Youma and Longxing. 3. The cultivation of "intellectual resources" in brand building has become a new attraction. Sende's "leader"; Jin Taige's Robot Welding; Florence's "artistic style"; Warm "marketing service"; Appropriately "effectively reduce wall blackening"; Kerry's "cast aluminum series"; The top three "copper-aluminum convection"; Baolong's "antibacterial radiator"; Ganfeng's brand "mental resources" such as "steel multi-pillars" have shown "brand branding"; 4. Professional media, including modern HVAC radiators, took advantage of the platform of the media to organize many activities such as painting technology, welding technology, marketing forum, annual meeting of dealers and so on to help enterprises expand brand building.

What needs to be pointed out in particular is that the concept and construction of "trademark" between industries and enterprises are seriously lagging behind other work. Some enterprises can't fully understand that trademarks are the foundation of brand building, which leads to several "brands" being called for many years. As a result, this brand (son) is not their own. Another brand was originally called (when it was named). Due to the lack of trademark as a "significant" requirement and the registration of existing enterprises, it has been promoted for many years, and it is impossible to obtain its exclusive right to use trademarks, which is in an embarrassing situation. In the author's latest trademark

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