2. Market mission: to prosper the economy, create jobs and increase income.
3. Market value: bring high-quality home life to thousands of families.
4. Team spirit: honesty, responsibility, teamwork and honor.
5. Corporate core values: service spirit, cost concept and marketing awareness.
6. Enterprise goal and vision: to build Northeast Ceramic City into the largest wholesale distribution center of ceramic sanitary ware products in Northeast China, and its comprehensive strength ranks first in the professional ceramic market of northern building materials industry.
7. Service tenet: create value for customers.
8. Marketing strategy: propaganda and positioning: the wholesale distribution center of ceramic bathroom products in Northeast China, and the products are directly supplied to major building materials supermarkets, major professional ceramic markets and construction sites. Market positioning: Northeast ceramic products marketing headquarters base at home and abroad. Ceramic bathroom wholesale distribution center. Marketing idea: wholesale, group purchase and building materials supply are the main ideas, and wholesale drives retail.
9. Service promise: free return, free delivery and environmental protection. Rose service in Northeast Ceramic City: In order to further standardize the market operation behavior and create an honest market image, Northeast Ceramic City launched its own after-sales service brand-Rose service, and made three service commitments to the public: free replacement, free delivery and environmental protection.
The detailed implementation rules are as follows:
1. Within 30 days of shopping in Ceramic City, customers can return the purchased goods free of charge with valid shopping vouchers without causing quality problems or affecting secondary sales.
2. The bulk (parts) purchased by the customer at 1 000 yuan in Ceramic City will be delivered to the downstairs of the residential building designated by the customer free of charge in the fifth district of the city.
3. The products sold by ceramic city manufacturers meet the environmental protection standards stipulated by the national quality supervision and inspection department, and meet the requirements of environmental protection, health and pollution-free. In case of environmental complaints, the manufacturer shall bear all responsibilities. Analysis of Market Competitive Advantage of Northeast Ceramic City Since 1996 was founded, Northeast Ceramic City has gone through eleven years of brilliant development. According to the market survey, Northeast Ceramic City firmly occupies the six firsts of market operation indicators: brand awareness, total number of dealers, number of commodity brands, market share, passenger flow and annual sales. Among the above numerous firsts, the last three firsts are the inevitable result of the first three firsts. The golden signboard of "Northeast Ceramic City" bears too many historical memories and cultural details of modern ceramics in China. Shenyang Ceramic Factory, the predecessor of Northeast Ceramic City, was founded in 1950. In its heyday, it was the largest ceramic manufacturer in Asia. Looking back on the past, Mr. Du Chongyuan, a patriotic industrialist, and Mr. Zhang Xueliang, a patriotic general, jointly founded Zhao Xin Kiln Company on 1923, which was the pioneer of the mechanical ceramics industry in China. Nearly a hundred years of geographical contact has created the "Northeast Ceramic City", a ceramic wholesale distribution center located in the northeast and enjoying a high reputation in China. As we know, the business districts that determine consumers' buying habits in a region are all old business districts with a long history, such as Wangfujing in Beijing, Nanjing Road in Shanghai and Zhongjie in Shenyang. With the acceleration of urban transformation, although new business districts can be formed in some areas, the inherent commercial pattern of a city cannot be changed at all. The home building materials market also follows this principle, such as He Shili in Beijing, Taigu Street in Harbin, Liaoning Street in Changchun and Jiefang Square in Dalian. Although new home stores have mushroomed in every corner of the city, the traditional building materials sales places that have made urban residents form consumption habits have always occupied a decisive market position in their cities. The core markets of these traditional locations, such as Long Min Market in Beijing and Sun City in Changchun, have always been the first choice for consumers to buy similar goods. The market survey in Shenyang reveals the "six firsts" of the Northeast Ceramic City, which once again shows that the mainstream market in the traditional consumption field has an irreplaceable market position. In the commercial retail industry, the number of brands and the number of dealers (suppliers) have always been important parameters to measure the rise and fall of commercial enterprises. Because consumers' buying behavior is a process of comparison and selection, the greater the choice of goods provided by the market, the more concentrated consumers and the more prosperous sales. According to market survey, among about 300 corporate dealers engaged in ceramic sanitary ware business in Shenyang, 260 choose to open stores in Northeast Ceramic City, operating nearly 2,000 commodity brands. It is the abundant commodity supply resources that make Northeast Ceramic City the first in market share, the first in passenger flow and the first in annual sales. The newly opened flagship store square of Northeast Ceramic City Phase III this year has brought customers a brand-new shopping experience. The completion and use of the flagship store square has expanded the business area of Northeast Ceramic City from 2 1000㎡ to 63,000 ㎡, the occupied area from 43,000 ㎡ to 56,000 ㎡, and the number of parking spaces from 100 to 500. The strong presence of the Northeast Marketing Headquarters of more than 60 most powerful ceramic manufacturers in China has injected great vitality into Northeast Ceramic City and further consolidated its market position as a "ceramic bathroom wholesale distribution center". However, the glorious history and past achievements did not make the management team of Northeast Ceramic City lose their way. At the beginning of this year, Northeast Ceramic City attracted the attention of the industry with its powerful marketing efforts and flexible marketing methods, such as "True Love for Eleven Years, Gifts for Gifts", "Gifts from the City of Gold" and "Weekend Sale", and set off a wave of ceramics purchase. Professional management team and advanced marketing concept make Northeast Ceramic City further expand its leading edge in the market competition. "Once you climb to the top of the mountain, you will see that all the other mountains look short under the sky." . The height of market operators determines the market prospect; The determination of market decision makers determines the market competitiveness. We often tell such a story in enterprises: "A long time ago, a rabbit was chased by a hungry wolf on the grassland and finally escaped." Afterwards, other rabbits asked him why he won, and he said a thought-provoking sentence:' I know I can win, because the wolf is only for a piece of meat, I am for a life!' "It is this courage of" one life "that has cast the competitive spirit and crisis consciousness of employees, so that our team has always maintained strong fighting capacity and firm determination to win. While competitors are still struggling to catch up with the vague market positioning and chaotic commercial layout, we have galloped forward, and with the noise of drifting away behind us, we know that the lead has never been surpassed. The core link of ceramic marketing is in the ceramic construction industry. There are two kinds of marketing systems, one is the agency system and the other is the branch system. Foshan ceramic brands generally adopt agency system, and East China ceramic brands generally adopt branch system. This paper mainly discusses the marketing core issues of ceramic enterprises that implement the agency system. The agent is an independent legal person company with its own business and profit targets. He can run a single brand or multiple brands, unless it is a ceramic enterprise with strict restrictions and control on agency rights. Then, the demand of agents has become the core link of marketing in building ceramics industry at present. The demand of agents is not equal to the demand of end customers. What agents need are products that can bring more profits and brands that can help them open up the market. They expect manufacturers to provide them with a series of preferential conditions and services. Therefore, we can look at it from two aspects. First, powerful manufacturers. The product structure is rich, the brand has certain influence, and there is often a relatively perfect sales network. As long as they have competitive new products or special products entering the market every year, the product quality is guaranteed, the price positioning is reasonable, and the project price support is in place (which is the demand of most agents at this stage), the development of enterprises can basically remain stable. Using our own advantages to improve the construction of marketing network, develop blank areas or improve weak areas can also form new growth points, thereby increasing sales. Through the national building materials market, we can see that enterprises with strong marketing teams have done better in the construction of specialty stores, marketing guidance and sales skills training, and their channel strength is even better. At present, the focus of most ceramic manufacturers is basically whether the product structure, product price and product quality can meet the needs of agents, seek new growth by developing blank networks, maintain existing sales networks and prevent the invasion of other brands, and then compromise with agents in rebate, preferential treatment, engineering projects and advertising. , and achieve the relevant balance. Therefore, whether the agent is satisfied, whether the network strength is enhanced and whether the network coverage is improved is a measure of some marketing. As for the real end-user demand, most manufacturers have not thought of it, but it is the focus of some ceramic enterprises in the process of promoting brand-name strategy and the marketing core of the ceramic industry in the next stage. For small and medium-sized ceramic enterprises, product advantages and product prices are the core links of their marketing, and only in this way can they attract agents to join. For enterprises that are starting brand strategy and implementing branch system, the core is the demand of end customers. Therefore, we often talk about the 4P (product, price, channel and promotion) and 4C (customer problem solving, customer cost, convenience and communication) theories in marketing. Due to different development stages, each enterprise has its own emphasis on P and C.
Quality of store sales Quality requirements of store sales experts: skills ■ Good language skills. Good language skills are essential skills to achieve customer communication. ■ Rich industry knowledge and experience. Rich professional knowledge and experience are necessary weapons to solve customer problems. No matter what kind of goods you sell, you must have rich professional knowledge and experience. To become a product expert, you must be able to solve customers' problems. What customers want most is the help of sales staff. Skilled professional skills are a compulsory course for store sales experts. ■ Elegant body language expression skills. Mastering elegant body language skills can reflect the professional quality of store sales experts. Elegant body language expression skills refer to temperament, and inner temperament will be displayed through external images. Your gestures, your way of speaking and your smile all indicate whether you are an expert or not. ■ Quick thinking and insight into customers' psychological activities. Insight into customers' psychological activities is the key to good customer service. Have agile thinking, ability to explore customer needs and quick response ability. ■ Good interpersonal communication skills. With good interpersonal communication skills, communication with customers will become smoother and happier. Have professional customer service telephone answering skills. Professional customer service telephone answering skills are another important skill of store sales experts. They must master how to answer customer service calls, ask questions, listen and give feedback. ■ Good listening skills. Good listening ability is a necessary guarantee to realize customer communication. Quality requirements of store sales experts: Personality ■ Patience and tolerance are a virtue of excellent store sales. Patience and tolerance are the magic weapons to face unreasonable customers. Salespeople need to be tolerant and understand customers. Customers' personalities are different, so are their outlook on life, world outlook and values. You should treat him better than your friends. ■ Don't promise easily, but keep your word. Don't promise easily, and promise customers casually, which may be passive to the work. We must pay attention to our promises, and once we have promised our customers, we must do our best to do so. It is necessary to consider the convenience of the follow-up service personnel and avoid inappropriate expressions when rushing to conclude customer transactions. ■ Dare to take responsibility. Be brave in taking all kinds of responsibilities and mistakes. Customer service is the service window of the enterprise, and we should tolerate the losses brought by the whole enterprise to customers. It is the responsibility of that department not to shirk, and all responsibilities need to be solved through communication. Have the heart of fraternity and treat everyone sincerely. Modesty is one of the elements of good customer service. It is a human virtue to have a modest heart. A store sales expert needs to have high professional knowledge and service skills and know everything, but he can't show off his professional knowledge and despise customers. ■ Strong sense of collective honor. Customer service emphasizes a team spirit, and the store sales experts of the enterprise need to help each other and have team spirit. What store sales experts do is not to express themselves, but to do a good job in customer service of the whole enterprise and do their best to safeguard the honor of the team. Quality requirements of store sales experts: psychological resilience. It is very important for customer service personnel to be resilient. Resilience is an effective way to deal with some emergencies. As a store sales expert, you have to face different customers every day, and many customers will bring some challenges to your work. ■ Tolerance to setbacks and blows. In the face of various misunderstandings of customers, salespeople often encounter some setbacks and blows, and salespeople should have the courage and ability to bear them. ■ Self-control and adjustment ability of emotions. At no time can the unhappiness brought by the last customer be transferred to the next customer. Control your emotions at any time, adjust your emotions, and keep your services in the best condition. ■ Good attitude of being proactive and never giving up. Constantly adjust your mentality in your own work. When encountering difficulties and setbacks, we should not give up lightly, but should have a good attitude of being proactive and never giving up. If the whole team is a positive team, many unhappiness of employees can be resolved in this team atmosphere. Establish personal values and world outlook, constantly adjust yourself, and respond to all events with a balanced attitude. Good psychological quality is very important. Don't change your goals and directions easily. ■ Service ability test tests your customer service ability. I can control my emotions in most cases, even if I am misunderstood. I can happily face the person who is cold to me, and I want to melt him. I like most people and enjoy getting along with strangers. I am willing to serve others, and I think service is also a profession. I will study the customer's consumption behavior and analyze the reasons for it. I will observe the customer's actions and do what he likes. Even if I am right, I don't mind apologizing. I am proud that I am good at communicating with people. I am good at remembering customers' names and faces and their hobbies. □ Try to improve this skill in the first meeting with customers. My smile is natural and I don't need a special performance. I can accumulate service experience and constantly improve my skills. I like to see others happy because of me. I always keep clean and like to dress up and decorate myself. I am proud of my client's success, because he gave me a chance to realize myself. I have recorded all the customer information I have served, which is the most valuable resource for the company and myself. Service is the performance of the comprehensive strength of excellent companies, which can enhance the company's image and value.