Domestic small and medium-sized doors and windows enterprises, are basically in the squeeze on both sides of the state. On the one hand is their own pressure, most of the small and medium-sized enterprises in the production process is relatively backward, is still semi-mechanical semi-artificial workshop-style business model, non-standard production of the product quality caused by instability, so that part of the enterprise market On the other hand, the local government policy from the initial investment when the overall support to the high technological content, environmental protection, high-capacity enterprises in the transport enterprises tilt, coupled with foreign enterprises brought about not only advanced productivity and advanced market Marketing ideas and competitive strategy, but also exacerbated the difficulties of small and medium enterprises.
In order to occupy part of the market, small and medium enterprises have to use low-cost competition to maintain the way business survival. However, with the improvement of people's living standards, the demand for high-quality products more and more, simply rely on low-cost competition has been difficult to attract customers eye. Small and medium-sized enterprises in order to break through the tight encirclement, access to new life, we must change their thinking, to play local advantages.
Selling point is the product to win the market the most critical factor, only around the selling point of the market development, will achieve good results. For small and medium enterprises in the local door, the human service will be the biggest selling point. Door and window products and other household products, the size requirements are more sophisticated. So the purchase of windows and doors of consumers, not only the quality of doors and windows, but also pay attention to product after-sales service. Small and medium-sized enterprises should seize the needs of consumers in the human service efforts.
No matter what the product can not fully meet the needs of each consumer, as the product of the producers, only the market segments, identify their own customer groups in order to gain a foothold in the fierce market. For example, a few years ago the world's two major Coke in China's market war is one of the best examples. From 2002 to 2005, Coca-Cola Company and PepsiCo, in the Chinese market launched a fierce competition. After entering the Chinese market Pepsi, in a very short period of time to occupy most of China's market share. The reason is, by the "market segmentation." When Coca-Cola is still thinking that their market is very good, the market position is irreplaceable, Pepsi was staring at a new generation of young people, and played a "new generation of choice" slogan. It is precisely because Pepsi clear market positioning "young people", it may be in a very short period of time to produce one-sided sales trend. For small and medium enterprises, the market segmentation is more important. In the production process, the state policy guidance and other hard conditions can not be changed, identify the target customers will become the lifeline of small and medium enterprises.