木门定制时代，品牌营销是关键?

木门定制时代，品牌营销是关键

Custom wooden door era, brand marketing is the key

木门业形势严峻品牌营销刻不容缓

The grim situation of wood door industry brand marketing is of great urgency

有业内人士预计，2011-2015年间，中国木门品牌区隔开始明显，数家当前走在行业前列的品牌，将“甩远”众多杂小品牌，形成“分水岭”。实木门

Have insiders expect, from 2011 to 2015, the Chinese wood door brand segregation became obvious, several current brand one of the leading enterprises in the industry, "jilt far" many miscellaneous small brand, form a watershed. Real wood door

随着中国经济的腾飞，新生代消费群体的崛起，个性化消费需求已成为主流，而木门定制服务因满足了这些需求而受到热捧，市场需求量将以每年10%-15%的速度持续增长，发展势头仍较强劲，甚至有业内人士认为，木门定制时代已来临。同时，2014年将是品牌年，且伴随着人们生活品质需求的提高，以及对生活健康的重视，品牌木门将更容易受到消费者的青睐与认可。但当前木门行业现状仍不容乐观，行业定制标准不统一，产品同质化现象层出不穷，不规范竞争较常见，经营体系还不够完善，品牌知名度也不够深入人心等，这就迫切需要用品牌化来升级木门行业的经济结构。

As China's economic take-off, the rise of new generation consumers personalized consumer demand has become the mainstream, and the wooden door custom service popular, due to meet the demand of the market demand will be growing at an annual rate of 10% to 15%, despite the strong momentum of development, there are even the personage inside course of study thinks, wooden door customization era has come. At the same time, 2014 will be a brand, and with the improvement of people life quality requirements, as well as attention to life health, wooden door will be easier to get the favour of consumer brand and recognition. But the wooden door industry present situation is not optimistic, industry custom standard not unified, product homogeneity phenomenon emerge in endlessly, non-standard competition is relatively common, management system is not perfect enough, such as brand awareness is not enough thorough popular feeling, this is an urgent need to use the brand to upgrade the economic structure of the wood door industry.

世界著名广告大师大卫·奥格威就品牌曾作过这样的解释：“品牌是一种错综复杂的象征，它是品牌属性、名称、包装、价格、历史声誉、广告方式的无形总和。品牌同时也因消费者对其使用的印象，以及自身的经验而有所界定。”因此，木门企业不仅要通过好的产品质量与服务，打造企业专属品牌文化、品牌特性及品牌口碑，还要高度重视企业自身的品牌营销系统建设及战略调整，提升自身的抗风险能力和竞争能力，做到以不变应万变，才能成为木门个性化定制趋势下的行业大赢家。

World famous advertising master David ogilvy brand in neville had done this explanation: "brand is the symbol of a kind of complicated, it is a brand attributes, name, packing, price, history, reputation and advertising the intangible sum. Brand at the same time as consumer impression of its use, as well as their experiences and defined." Therefore, wooden door enterprises should not only through good product quality and service, make enterprise exclusive brand culture and brand reputation, brand features, but also attaches great importance to the enterprise's own brand marketing system construction and the strategic adjustment, to improve its anti-risk ability and competition ability, should be in constant change, to become a wooden door under the trend of personalized customization industry big winners.

中国家具协会副理事长陈宝光亦表示，家具行业发展到目前的规模，面对激烈的竞争，国内市场再进行价格战，国外市场依托低成本的比较优势已是举步维艰。家具行业的突破点在于设计，在于系统的品牌营销建设，大批高质量、高素质的家具设计、营销管理人才进驻家具制造企业是目前家具行业持续快速发展的关键，也是未来家具企业突破和实现持续发展的关键因素。

Chen Baoguang also said, vice director of China furniture association, the size of the furniture industry development up to now, in the face of fierce competition, the domestic market to a price war, foreign markets relying on the comparative advantage of low cost has been struggling. Breakthrough lies in the design of the furniture industry, lies in the construction of brand marketing system, a large number of high-quality, high-quality furniture design, marketing management talent in furniture manufacturing enterprises is the key to the development of furniture industry, is also the future furniture enterprises breakthrough and realize sustainable development of the key factors.

谈起木门的品牌营销，其实也不会很复杂。首先，门企要找到品牌定位，围绕品牌定位发掘品牌核心价值，并找到表达核心价值的策略，运用整合营销传播手段去表达这个定位和核心价值，经过反复的传播和沟通，最后在消费者心中形成品牌形象和品牌联想。木门30强

About the brand marketing of wooden door, is also not very complicated. First, foreign companies should find the brand positioning, brand positioning the brand core value, and find the core value of express strategy, use integrated marketing communications means to express the positioning and core value, after repeated transmission and communication, and finally form the brand image and brand association in the consumers' mind. Wooden door 30 strong

以我们日常用到的牙膏为例，每个牙膏广告都有自己的定位，并借助电视、报纸等媒介向广大消费者传播这个定位信息。若消费者进入超市购买牙膏，他需要哪种功效的牙膏，他的脑海自然会先浮现之前他看到过的与之相对应的牙膏广告。需要去渍美白，他会先想到高露洁;需要速效抗过敏，就先想到舒适达;需要口腔护理、清新除味，就先想到云南白药;需要消炎止血、健齿护龈，就先想到冷酸灵、两面针、田七;需要清新口气、防蛀固齿，就先想到舒客……往往这些“先想到”会成为消费者的第一购买意向，而这也意味着这些牙膏企业的品牌营销已深入消费者的心中，影响了他们的购买选择。同理，若是哪一天，消费者买木门也跟买牙膏一样，想买哪种功效的木门就先想起你的品牌，这样岂不乐哉!

In our daily use of toothpaste, for example, each toothpaste advertisement has its own orientation, and through television, newspapers and other media spread the location information to the consumers. If consumers into the supermarket to buy toothpaste, he need what kind of toothpaste, his mind will naturally emerge first before he has seen the toothpaste ads and at the same time. Need scouring whitening, he will first think of Colgate. Need quick allergy, first think of comfortable reach; Need oral care, pure and fresh in addition to flavor, first think of yunnan baiyao; Need to diminish inflammation hemostatic, JianChi gum, first think of cold acid spirit, two needles, panax notoginseng; Need fresh breath, mothproof solid tooth, first think of shu ke... Often these "first" will become the first consumer purchase intentions, and it also means that the toothpaste enterprise brand marketing has been deeply the hearts of consumers, affected their purchasing choices. By the same token, if which day, consumers buy wood door to buy toothpaste, want to buy what kind of effect of wooden door first think of your brand, so not le zai!

当然，门企光有品牌定位、核心价值、传播方式也是不够的，还需要营销的配套和支持，比如价格策略、渠道模式、组织架构、管理、激励体系、团队等，这样才能为企业品牌的成长起到重要的奠基作用。

Doors are light, of course, the core value of brand positioning, and transmission way is not enough, also need marketing and support of form a complete set, such as pricing strategy, channel mode, organization structure, management, incentive system, team, etc., such ability for the enterprise growth play an important role on the brand.