In reality, the multi-brand operation of dealers and agents in the lighting and lighting industry has made channel sharing a distribution center for corporate leaks and collecting opponent information. In fact, any well-conceived marketing solution will find many “twin†versions in other companies in less than two months. Homogenization, the aura of the product is eclipsed. I can't remember how long it has not seen new products on the market; OEM production, dozens of brands from the same production line, so-called technical barriers easily collapsed; homogenization of promotion means, let the regional manager between the cities We promote different brands in the same language -
Homogenization has led to the marketing of lighting, and it is not necessary to play in the lighting industry. The answer is no, because the lighting industry is now highly homogenized, the buyer's market is more prominent than other industries, and corporate marketing has no strength, it can only wait to disappear. The products sold by lighting are of the same quality, the same price, and the same channel. Is the service now homogeneous? There should be no, the current lighting industry marketing should be in the period of service differentiation. Tracing back to the source, we should do more work in pre-sales product development and after-sales service, not just staying in the sales stage. Only by strengthening the full service of cooperation with dealers will it be possible to build a platform for mutual benefit.
What is service marketing?
Service marketing is a kind of humanized service. Enterprises and dealers form a strategic alliance relationship. They are put themselves in the position of dealers, truly solve problems for dealers, and provide services for dealers with practical actions. For example, participate in the brand promotion of dealers, provide advice for dealers, train guides and business personnel for dealers, and provide full-service services such as promotion programs, training programs, promotion plans, expansion plans, and management plans for dealers in local operations. Meet the five-star service standard.
As a marketing component, service has been embedded in the entire marketing system of the company, and service has become the lifeline of business operations.
The Connotation and Significance of Service Marketing Mix
The elements of a service marketing mix typically include the so-called “4C, people, tangible presentations and processes. 4C is customer cost, convenience, customer demand and customer communication.
When we make lighting products, we can control everything in the workshop according to the relevant procedures. After basically getting the inside of the workshop, you can rest assured. But providing sales services is definitely not the case. When providing services, companies, customers, and front-line employees have a hard time telling who plays a big role. But employees often determine the customer's experience, which determines the success or failure of the service.
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