In the market environment, coal mine equipment marketing should adopt the promotion strategy like other products, so that potential customers can understand the equipment performance and lay a good foundation for occupying more markets. The following is a model essay on the marketing strategy of coal equipment shared by J.L. ..
China is rich in coal resources, and the coal industry is an important basic industry in China. For a long time to come, the pattern of coal as an important energy source will not change. Coal production has its special environment, and most of it is completed at a low level. Due to the existence of threats such as flood, fire and gas explosion, a little carelessness in coal production will lead to safety problems. Therefore, the State Council and the National Development and Reform Commission have formulated corresponding laws and regulations, strictly managed coal mine special equipment, and implemented market access system to avoid and reduce the occurrence of coal mine safety accidents. In this case, as the marketing personnel of coal equipment, they should combine the actual situation of coal equipment, analyze the internal and external environment, select market targets, and further formulate corresponding marketing strategies, so as to carry out effective marketing activities and improve the market sales of coal equipment.
1. product strategy
Witt, a marketing scientist, pointed out that the key to future competition lies not in what products the factory can produce, but in the added value provided by its products: everything measured by value, such as packaging, service, advertising, credit purchase and timely delivery. Generally speaking, the coal products produced are professional, and most of them are sold to end users. Therefore, we must innovate products according to market demand, increase the scientific and technological content of products and increase the added value of products.
First of all, products should closely follow the market demand. This requires in-depth market research, research on market demand changes, and provide information support for product innovation in combination with industry market development trends. At the same time, it is necessary to grasp the national macroeconomic environment, changes in the coal industry and changes in competitors. , and lock in the target market for sales. Develop new products according to the needs of enterprise customers, because coal mining enterprises will face some special on-site needs that coal equipment manufacturers can't understand in depth when using coal equipment.
Therefore, if coal mine equipment products can establish cooperation with users, improve product functions according to the special needs of the job site and help users solve practical problems, they will certainly be recognized by coal mining enterprises. Secondly, strengthen the marketing of core products. Some core and key equipment will be used for the operation of coal mining enterprises. This part of the equipment has high technical content and large consumption, which requires key marketing. In view of the shortage of coal equipment market, we should seize the opportunity to quickly occupy the market and improve the competitiveness of coal core equipment. Third, we should establish brand awareness. Marketing activities are not only selling products, but more importantly, improving product competitiveness through a series of brand building in the sales process.
2. Price strategy
In marketing activities, price is a very important factor, but high price does not necessarily bring high income, and low price does not necessarily reduce income. This shows that market demand will directly affect pricing, and it will also have an important impact on the whole marketing effect. The determination of price in coal mine equipment marketing is a unified process based on economists' theory and practical judgment. The price strategy should be adjusted flexibly according to the market, fully tap market opportunities, and realize the overall goal of marketing. According to relevant surveys, among the comprehensive evaluation factors of products, the price factor accounts for the largest proportion, so we should work hard on the price strategy.
Coal mine equipment takes different prices according to different situations, adhering to the principle of' high quality and good price', but other coal mine equipment companies take the method of reducing prices in order to win customers, which will inevitably lead to changes in the price of coal mine equipment. Coupled with uncertainties such as national macro-control policies, some mine owners are afraid to invest a lot of money when buying equipment, and at the same time they don't understand the equipment, so they often choose low-priced equipment in the end, so even if the policy changes, it will not have a big impact, which will have a bad impact on coal mine equipment marketing.
Therefore, in view of this situation, different price strategies should be adopted in coal mine equipment marketing, and the price difference should be implemented in different regions and different sales methods. In the market economy environment, the pricing of coal mine equipment should consider many factors. Many coal mine equipment marketing organizations regard profit target as an important factor in pricing, and fail to fully consider market factors and competitors' factors, resulting in great price changes. First of all, pricing should be based on cost, combined with profit targets and market share. Secondly, the differential pricing method is adopted. For example, in order to encourage customers to pay in time, different discount rates can be adopted according to different payment terms.
3. Service strategy
Service strategy is very important in the marketing strategy of coal equipment. In the process of serving customers, we should do a good job of service. Product service is the magic weapon of enterprise marketing and the key for sales staff to open the market. The formulation of service strategy should be based on the actual needs of customers. First, understand the purchasing demand of coal mining enterprises, and stimulate the purchasing desire of coal mining enterprises through communication with them.
Secondly, in the evaluation stage, it is necessary to provide convenience and after-sales service for the behavior of both parties to the transaction, and high-quality after-sales service is an indispensable and important means to increase product sales. Generally speaking, after-sales service is mainly in transportation, installation, use and maintenance. Finally, marketers should make good use of services to resolve the marketing crisis and turn passivity into initiative. Therefore, coal mine equipment marketing should fully tap the purchasing potential of existing customers, and tap the consumption power of existing customers through perfect after-sales service, equipment renewal and technical services, thus opening up a new world.
You can also establish a perfect after-sales service system, such as providing high-level training; Regularly track and access the use of equipment; In the normal use of customers, if the product breaks down and affects production, free maintenance and related compensation should be carried out to improve the credibility. Improve customer files, mainly including the time when customers use equipment; The main person in charge of the customer's production and use, the customer's operating conditions, etc. Track the problems existing in the user's use process, such as whether it needs to be updated and maintained, and which parts have excessive or insufficient functions, so as to grasp the short-term and medium-term sales forecast and improve preparation.
4. Promotion strategy
In the market environment, coal mine equipment marketing should adopt the promotion strategy like other products, so that potential customers can understand the equipment performance and lay a good foundation for occupying more markets. In other words, promotion strategy is a kind of communication to convey product information to customers and stimulate their interest in buying. The main purpose is to arouse customers' good response to the service. Promotion has two main tasks. First, communicate with customers, understand the customer's demand for equipment, choose the most suitable equipment to introduce and match; Second, in the fierce competition environment, coal mine equipment marketing should be able to convince customers.
Combined with the purpose of promotion strategy, the effective promotion strategies of coal mine equipment mainly include: paying attention to customer relationship marketing, realizing customer satisfaction, and providing corresponding services, thus prompting customers to recommend to related enterprises; Advertising through coal industry magazines; Actively participate in large-scale professional equipment exhibition activities to attract customers' attention with powerful equipment; Do a good job of your own web page through the coal web page and link it to other related industries to expand your popularity; Highlight product characteristics and establish product image.
In short, under the condition of market economy, the marketing of coal equipment will be affected by many factors, so it is very important to formulate corresponding marketing strategies according to market demand and product conditions. Coal equipment marketers should improve their own quality, grasp the needs of the industry, flexibly adjust marketing strategies according to market changes, and improve sales efficiency.
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