Lighting marketing strategy: industry fit, industry cross-border"

In the past, the marketing strategy of lighting enterprises need to consider how to get the synergy effect of resource utilization through the modification of the strategy and the interaction with the partners. Therefore, the product enterprises in the choice of the channel partners in the industry must be cautious when fitting:

1, define the distribution area, to maximize the interests of dealers;

2, manufacturers and distributors should establish a common vision, so that channel members to achieve long-term success rather than short-term benefits, this is the best state of cooperation.

3, there is a set of evaluation system, that is, to pay attention to the dealer's experience and values, and its existing economic strength and scale can be relatively flexible.

4, manufacturers and distributors cooperation is also a form of indirect channels of risk sharing, maximize the use of resources. OPPLE lighting

In addition, for the development of lighting channels, manufacturers can also be called "crossover operation", the reason why so many brands are keen on "crossover", is because when brand development to a certain stage, a single cultural symbol of a single brand is not sufficient to explain a way of life, or a reproduction of the consumer experience, you need to two or more brands to combine interpretation and reproduction.

First of all, cross-border, means to break the traditional mode of thinking, abandon prejudice, establish the concept of cooperation and win-win, with the enemy intimate joint mind and mind ready.

Secondly, the choice of cross-border partners is very important, the right choice is the key to the success of cross-border development channels. In general, the choice should be from the view of the user center, instead of starting from the operator which requires enterprises to implement the "most probably it did not actually happen, cross-border business strategy, need to make detailed market research on target consumer groups, in-depth analysis of the consumption habits and brand use habits, as the basis of cross-border operations.

Finally, the cross-border operation of the mutual cooperation of enterprises, in terms of marketing capabilities put forward many challenges.