America America households , indoor environmental
First, the commercial expansion of the book, by the experts demonstration site visits in the country areas of dry clear too clean environmental technology Co., Ltd. and a careful analysis of the formation on the basis of the study.
Two, the business plan spirit of an objective and fair, strict and responsible attitude, true and accurate reflection of the environmental development of the market potential and market expansion plans.
the first chapter of the market positioning
a market analysis
1, the prospect of the industry analysis < br> In recent years, as ‘s rapid economic development and people’s living standards improve, purchase, buy a car, decoration has become a hot spot of the consumer market, but at the same time can not be ignored, along with the growth in consumption, indoor air pollution problems become increasingly serious. home decoration harmful gas, public places, air pollution, car pollution, etc., are directly harmful to human health and disturbing, the current use of green products rate of less than 0.03 percent, exceeded more than 70% of home decoration pollution, pollution seriously overweight has accounted for 34% of 16-40 times.
2005 in the associations Union Zhejiang Province Consumers Association, Hangzhou, two City renovated indoor air testing, test results are as follows: City living room formaldehyde content exceeding 73.3%, Hangzhou bedroom formaldehyde exceeded 79.1%, which exceeded up to a maximum of 10 times. survey also found that excessive serious family, without exception, extensive use of cheap Daixinban, and indoor and build the furniture too much too close.
the past two years quicken download, the growing air pollution around the judicial case, indicating that consumers’ indoor environmental consciousness has been awakened, though not universal , but pay attention to indoor air pollution is an irresistible trend, decoration industry is increasingly emerging as the people’s living standards improve, create indoor pollution control market has great potential. urban residents in 150 billion per year spent on home decoration, only this number each year as much as 100 billion, and indoor environmental purification treatment products sales total less than 8% of the proportion. It is gratifying that people recognize the dangers of the decoration pollution the knowledge that increased from 29.3% in 1999 to 81.5%, this trend indicates that the market has entered a rapid development track, indoor environmental monitoring and management has become one of the most promising investment projects in the twenty-first century
2 competitive situation
* Due to the impact of the SARS event, indoor pollution control market showing a pre-start the trend of market conditions; all over the media and public opinion in
* for the birth of industry, home environment pollution is widespread concern rapid development and popularization of environmental pollution knowledge of the home environment; relative understanding of large and medium-sized and economic development in
* more developed urban consumers for the basic knowledge of household pollution;
in Qingdao, such as some urban markets departments has been concerned about industry, business qualifications, to market the relevant procedures for the legality of the initial development of the domestic pollution control industry opening should have procedures for inspection;
* Based on the industry attractive growth prospects, many investors into this area, which most companies elsewhere OEM OEM take loosely joining, to quickly earn high profits as the main purpose of the basic guarantee of the lack of pan franchisees mainly reflected in the products of inferior quality and there is no follow-up service support;
* These join the organization’s operations the reasons for the wide range of issues, which the common problem is that after the treatment effect can not achieve consumer satisfaction or consumer governance leaving the furniture surface / structure damage caused by complained, and after-sale processing. Because of its lack of R & D capacity, there is no solution to the problem, but also to a certain extent such companies to choose short-term behavior;
* authorized the company to join a municipal above city most of the development of environmental pollution control to join the agency
SWOT analysis
opportunities:
domestic pollution control industry is nearly two emerging. industry with strong potential, especially in the domestic economy continued growth in consumer spending continues to strengthen l The Asian r the production of products based on health requirements continue to improve consumer awareness of the fast-changing stage. the
market does not allow consumers to memorable brand and product. mainly electrical, not as part of our direct competitors. pay attention to the vendors existing in the professional and perfect in all respects the conditions are not under the conditions created by the sales and profit shows that the industry potential.
* on the market currently no appropriate products and services to meet the franchisee / consumers, for ease of use and effect.
* domestic pollution control industry as an emerging industry, the dozens of vendors smaller, or the lack of market operations expertise single, product, channel, and a scale brand awareness, the market is actually in a semi-blank to create opportunities for our full range of operations.
the industry as a whole lack of highly qualified professionals, lack of technical expertise of the market operation competitors in the market operation of short-term thinking, means of operation of our rapid development has brought an extraordinary opportunity.
, market direction and target customers
the 1, direction and focus of the agents
faced with such a favorable market environment and opportunities for development, the agents must accelerate the pace of market development, we focus on project emphasis on promoting channel will also be a variety of effective market-based instruments auxiliary agents actively explore the market, a common development win-win situation.
some agents to obtain the exclusive agent qualification for how to open up the market, not a lack of understanding of the pattern of implementation from a strategic level. some agents will be developed distribution as the main means of promotion that the development of several distributors can capture the market, open up the situation; some agents believe that once owned by a regional representation alone, thought alone their own personal capacity gradually eroded, a dominant; In fact, this is a misunderstanding. source of profits of the agents depend not only on the distribution channels are also leveraging the governance project, the two complement each other, are indispensable to achieve economies of scale, have the pattern to do to open first to get to the terminal control projects as a business with emphasis on the formation of its own as an example the development of subordinates to join the network management business quickly commence at the local, to form a sales atmosphere and brand awareness, gain market share. the same time, relying on the development of distribution network system of the terminal control projects, market- product distributors, hypermarkets, supermarkets, h the formation of entire areas, to maximize the benefits of precision farming. Therefore, agents must anticipate the upcoming competition in the market, so that a rainy day, preconceptions, if you sit back and wait, wait for customers to come, this negative approach will only opportunities for economic development, target customers
2 in the U.S. House U.S. households , targeted and limited resources to the most effective place to produce, so we promote the first step is to select the right target consumer groups.
(1), the Corporations
Group project construction is our initial promotion focus, rather than to individual consumers as a key unit is different from the personal acceptance of new products faster, as long as the product better, he would not pay attention to the price of the product. hospitals, office buildings, dance halls, the new building project indoor air pollution more serious place, they do not have good governance practices will directly affect its operating income turbotax, so it should be our main object. Furthermore, the unit construction area larger than the turnover, the profit is very considerable.
, (2) individual the consumer
for the industry had just begun its individual target consumer group should be focused on three high population, high income, high consumption, high-knowledge consumer class, the general public extensive publicity may not be able to receive good results, so the publicity should pay attention to your audience’s choice to attract the target customers of the most spending power. form of propaganda to the district publicity, free testing and other activities for the breakthrough could be located in upscale residential district, residential real estate and other places of the new occupancy.
(3), private car owners
private car ownership more and more, people can buy cars from its level of consumption is relatively high, These people are paying more attention to the quality of life and comfort, pollution control in the car is willing to spend money to invest, with the development of market potential.
(4), taxi market
taxi belonging to the service industry. pay more attention to image and improved levels of service and provide a safe and comfortable ride for passengers is a basic requirement. taxi’s air pollution comes from two aspects, one car of harmful gas pollution; two large passenger flow brought about by exposure to air pollution, which directly endanger the health of the passengers. some agents do well in the taxi area, the market prospects in this regard is very impressive. Chapter II
marketing program < br> market sales channel development model:
1, the real estate
completion of the new real estate has more serious ammonia pollution, plus some real estate has been done before sale a luxurious decoration. which also produce formaldehyde, benzene and other heavier pollution, such a serious pollution is bound to affect real estate sales. Therefore, from the perspective of economic interests, the real estate needs on the estate before the sale of air purification for its main above seek to well aware of the green renovation of this, many home improvement company, in fact, simply can not do. their cooperation can reach mutually beneficial results, the introduction of the concept of health pollution has been effectively put an end to the other hand, enhance the market competitiveness of the home improvement company. Cooperation mode is very flexible, can be joint to do a market, given decoration company reserve price, the higher part of the make to each other or to the other commission.
3 the cooperation
and environmental testing organizations because of the professional testing organization, general government, institutions, and institutions subordinate units, the effectiveness of the CMA statutory inspection report card issued, in particular the test of Quality Supervision Bureau, the Environmental Protection Agency and other government testing center is more authoritative, bundled and cooperative relations, their own business and governance are complementary to cooperate with the formation of the environmental testing, governance, one-stop service, very beneficial to our business. anchored them to establish a professional institutions of governance to achieve the interests of sharing are all acceptable.
4, in cooperation with industry associations
every place has a variety of industry associations, consumer associations, Decoration Association, Environmental Science, associations, etc., and most Association is the civil society groups, their business is also a market commercialization and cooperation can bring benefits, but also each other happy things. In general, the association outreach is to the public welfare-based, social credibility high, the spread of a series of public welfare, science propaganda to promote a harmonious society less effect at the same time greatly boosted operations
5 the cooperation
with a clean environment agencies The main purpose is to establish a diversified services offer free cleaning, to have accepted the management user, allowing users to get more value service and enjoyment, to enhance our market competitiveness.
6, and car dealers
new car the air pollution is very common and serious taste of irritant gases, especially concentrated on the human health hazards very large, therefore, the people who buy a new car is one of the main target of our promotional
7 car decorative beauty
automotive beauty in the development of more mature, and with car sales by give the car a certain amount of environmental pollution increase in car beauty market will only increase, not shrinking. automotive beauty, you need purification treatment, so the car beauty suppliers to establish business relationship is a good way. automotive beauty shops, 4S shops, etc., can be made by the consignment of our products, can also promote the business of governance, that the services sector, pay more attention to the image and improved levels of service, providing passengers with a comfortable, safe and healthy traveling is necessary, in cooperation with the taxi companies have a certain market space.
9, the establishment of a public relations channel
as a distributor, because the market is relatively large, the target consumer group is sparse and scattered nature of different dealers own a number of areas are not very familiar with, it is difficult to fully penetrate and occupation of the overall market, so The only possible through special channels, public relations, rely on certain connections to establish the link of the project.
10, the typical application units
such as schools, hospitals, hotels, office buildings, hotels, karaoke bars, residential , etc., can be used as direct sales object and active door negotiations.
two residential outreach program
district publicity
on the district pre to conduct scientific propaganda, issuing leaflets. use of weekend and holidays Free environmental science publicity and consultation in the community, district residents understand the dangers of home improvement lead to indoor air pollution, prevention awareness, to further a better understanding of the home improvement pollution prevention misunderstanding, residents of their own health protection The preferential leaflets awareness
, residential activities
sent within the community on a regular basis, such as free home inspection indoor air quality or preferential detection; do governance are eligible for a discounted price, and so one purpose to deepen the impression of the residents and understanding, is to promote customers to our site as soon as possible for their services, but also to expand their own influence.
3, the district promotional
the community to promote the market, in addition to residential communities in the corresponding scientific propaganda at the same time together with the corresponding promotional activities such as: contaminated sites free of charge for its detection home one room of 100 square meters (Note: there are about four contaminated sites, a contaminated sites can be divided into four detection, formaldehyde, benzene , ammonia, TVOC), such as detecting the end of governance may waive testing fees or entitled to certain discounts.
outreach program of the project
agents throughout the country according to their own have been established in the local connections to bid for large projects. direct or indirect contact with the home improvement company, the newly developed residential property management, urban construction, local government departments to establish mutually beneficial and is being renovated office buildings, hotels, etc., strive for project orders, banners hang at the scene when you undertake a project to expand the propaganda. wait for the process and steps of the marketing
Chapter
a division of the regional market to determine the strategic objectives
First, determine the regional scale, positioning comprehensive consideration of the administrative division of the regional types, regional marketing.
Secondly, the regional breakdown to determine each partition expansion goals. determine the scope of the regional population, the level of consumption and other related factors. the region is further subdivided into a number of small partitions. and to specify the progress of each partition the promotion of market development, objectives and tasks, target market share.
the the two, the formation of the marketing team to build a management platform
the establishment of regional market management platform, there are the following:
1, the establishment of marketing team: business recruitment, training, supervision, guidance, and evaluation, the establishment of market governance to the business development staff into
2, a sound corresponding of management practices and work systems.
design workflow (market maintenance, customer tour, promotions management, market research, information feedback, the cost of financial management business processes) to achieve the organized efforts to strengthen the marketing and management before background of the overall coordination, improve the speed and ability to respond to the market.
three in-depth the actual investigation, market-file
field survey to understand the market to avoid the survey questionnaire):
1, the number of markets, as well as population.
2, the main source of income and standard of living, prices received degrees, spending habits and the amount.
, which markets the indoor environment pollution control services demand.
the decoration materials market, the company, as well as the distribution and abundance of luxury real estate, car beauty company’s market
5, chief executive of government agencies, as well as in urban areas that affect people the information summary.
6, the details of the competition shop.
Fourth, the target internal decomposition indicators responsibility to human
expand the complete line of target internal decomposition: from regional to the operational staff to ensure the possibility of goal-setting, such as day treatment of a people or govern two people a day, because it will be long-term goal is subdivided into short-term objectives and local targets is far closer, of much smaller, and allow business people to see hope.
five target set compaction foot the basis
head of marketing, in addition to through business planning, residential promotion to improve people’s overall visibility, more importantly, from the foundation for starting an upscale community of the crowd, one by one to expand the requirements of business people of the district household visits, talks to the district people a real understanding of indoor air pollution phenomena and the importance of governance start from people’s ideology, the overall concept of every household to improve
six, to improve incentives, summon the First sales stamina
internal business staff incentives on their assessment and reward, and is closely related to the overall business strategy, you want business people to make what, on examination, such as district business staff the number of customer visits, upscale community environmental topics conference on technology and attitudes of the client terminal governance, assessment indicators of the qualitative part of some part of the quantitative.
Secondly, the external awareness of
seven, sum up experience, scroll copy and promotion after
wait for the completion of a regional market template construction, start promoting other regional markets, according to local conditions to develop outreach programs, of course, to promote the region the conditions are ripe, and pro-competitive market, from easy to difficult and gradually expand to other markets, With the growth of the brand and resources to improve, gradually increase the speed and breadth of the expansion.
above is provided to you by the idea of some of the outreach program, as a reference of the post-operation of the market, the details of my company have a special to guide your own can also be planning some of the local conditions means of promotion and publicity activities according to the actual situation of local self-marketing training courses, will receive more good results at home US households
America: Gong Yu
Tel: < br>
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