Hardware Tools “Four Marketing Models”

When China’s hardware tools originated, it is difficult to use time to research, but with the birth of hardware tool products, the marketing model will follow, and the four major marketing models have witnessed the vicissitudes of hardware tools and brilliant failures.

Product marketing: Product marketing is the initial mode of marketing, that is, the production of enterprises is the mainstay, and it is not from the perspective of consumers to design, develop, and manufacture products. This model mainly occurred in the era of planned economy and the initial period of market economy when supply was less than demand. In the early 1990s, China’s hardware tool industry entered the stage of market economy, and a large number of private enterprises rose up, and they basically survived after 2000. The main reason is that the market is in short supply. As long as the product is produced, it can be sold, so that the enterprise does not need to consider the differentiation of customer needs, as long as it immerses itself in production, it can make a profit. In this environment, it is impossible to give birth to other marketing models. Therefore, product marketing dominated the marketing field at that time. There was no position of the marketing department in the design of the enterprise department. The production department and the sales department were in the development of the enterprise. occupy a position.

Standard marketing: The so-called standard marketing refers to the use of enterprises in the industry to participate in the role of national standard-setters, using this resource as credibility, and stopping communication. Standard marketing is not a marketing model in the sense, but a marketing tactic that only a few companies can use. Due to serious problems in the understanding and persistence of brand marketing by Chinese local hardware tool companies, users’ trust in the brand has begun to decrease. In addition, because many tool companies under the brand name have not reached international or international standards in quality, standards have become a resource, so some tool companies with the ability to formulate standards have begun to input “standards” to the industry. Norbar is the Typical of them. China’s hardware tool industry has developed from the last century to today, and its marketing characteristics have roughly gone through five distinct stages, namely product marketing, service marketing, brand marketing, standard marketing, and solution marketing. These five marketing strategies are both sexual and mutually compatible. The emergence and development of each model has its own detailed economic environment.

Service marketing: The so-called service marketing refers to the service to consumers as marketing, on the basis of products to carry out directional services, to obtain consumers’ trust and dependence. After experiencing the era of product marketing, China’s hardware tool industry has gradually overcapacity, and the supply and demand situation of oversupply has begun to appear. Coupled with the impact of large foreign companies, the entire industry has begun to think about service marketing that is different from product marketing. Hardware tools as industrial products, especially, have relatively high requirements for consulting, training, maintenance and other links in the sales process. Therefore, buyers purchase not only products, but also a process service in the product life cycle to a large extent. So many companies started a service marketing model. In today’s view, there are many reasons for the success of SATA tools, including timing, corporate branding, and service. People often only see the success of SATA brand marketing, but ignore the service marketing behind the brand. “Star tools, lifetime warranty”, this broad term reflects the brand’s core value and differentiated personality, “lifetime warranty” reflects the dual guarantee of quality and service. At that time, when the product quality was generally poor and the service was not guaranteed, service marketing was a promise to consumers.

Brand marketing: The so-called brand marketing refers to the marketing strategy and process that enterprises create brand value and form brand benefits through the use of consumers’ brand needs. cognitive process. At present, China’s hardware tool industry has officially entered the era of brand marketing, and almost all large-scale enterprises have begun brand marketing. When service marketing becomes a common one, it is difficult to form differentiation in the minds of consumers, so brand marketing begins to prevail. In the hardware tool industry, the brand war between Shida and Stanley has lasted for more than ten years and will continue. The marketing strategies of both parties for customers have had a profound impact on the local enterprises of Chinese hardware tools, which affects the understanding and application of brand marketing. The essence of brand marketing is to seek the differentiated positioning of the brand, break free from the value marketing of products, raise it to the height of brand value marketing, and turn the added value of the brand into the trust of customers and the growth point of profit.


Post time: Apr-18-2022