In the era of social media and the economy is facing great uncertainty, how to achieve better marketing is of vital importance to construction machinery companies, constantly pursuing market share, and constantly increasing sales tasks for agents, namely Realizing growth by expanding market share is just one of the eight marketing strategy methods for companies to achieve growth.
And systematically and strategically think about enterprise development issues, marketing issues, etc., especially from the perspective of the customer's full life cycle, customer experience, etc.; rather than from the top down, from the perspective of the OEM and the agent Looking at customer needs from a perspective is the direction of corporate sustainable development efforts and changes. Just like Kotler's eight growth strategies for companies in the low-growth era proposed by Kotler in his new book "Growth against the Trend", it may play a role in leading the new trend of marketing in the construction machinery industry.
Strategy 1. To achieve growth by expanding market share: surpass competitors through the maintenance of old customers and reverse coverage of new customers; through the improvement of the basic marketing capabilities of key regions, key customers and key agents, effectively increase market share.
Strategy 2. Realize growth by developing loyal customers and stakeholders: expand the "fan" economy and develop loyal supply chain partners. Supply chain has always been one of the core capabilities that OEMs need to focus on. A good supply chain system is the key to ensuring low-cost and high-quality operations of OEMs.
Strategy 3. To achieve growth through the development of strong brands: Through effective brand operation, publicize the values of the company, improve customers' recognition of products, and change customers' recognition of the brand.
Strategy 4. Realize growth through innovative products, services and experiences: develop an innovative culture and conceive new products and experiences. To improve customer experience, it may be more appropriate to look at industry companies from the perspective of customers. In the construction machinery industry, sales models such as rent-for-sale and old-for-old trade-in should also increase customer experience from the perspective of customers' actual needs. Selling on behalf of rent, focusing on renting rather than selling; if you can rent, you can rent, and if you can sell, you can sell.
Strategy 5. To achieve growth through international expansion: Find and enter the international macro and micro markets with high growth rates; internationalization of marketing channels has always been a necessary choice for OEMs to achieve growth, even for aftermarket accessories companies.
Strategy VI. Growth through mergers, acquisitions and alliances: In an uncertain environment, companies in the construction machinery industry should actively seek opportunities and break points in mergers, acquisitions and alliances. On the one hand, as the industry information becomes more transparent due to the acceleration of information transmission, product prices are getting lower and lower; on the other hand, in the process of accelerating the flow of information, a lot of key information is still being blocked. Deep integration and utilization of resources.
Strategy 7. Realize growth through the establishment of a good reputation for social responsibility: improve the social image of OEMs through fundraising, supporting poor mountainous areas, etc., and win greater respect and support from the public and stakeholders, but pure donations or support bring The impact of communication is limited, and targeted brand marketing plans are still needed to allow users who purchase equipment to establish a certain connection with public welfare activities. Instead of demonstrating the social responsibility of the OEM, it is better to use the platform built by the OEM to let users get more social value.
Strategy 8. Realize growth through cooperation with governments and non-governmental organizations: Provide products and services needed by governments and non-governmental organizations in extraordinary times. For example, during the epidemic, provide protective equipment such as masks to the target epidemic country.
