How Qingtian stone carving products enter the market

? This problem is very important, because the products of our stone carving practitioners are not welcomed by consumers and people are unwilling to buy them, so it is difficult for us artists to survive and develop. Therefore, solving this problem is the starting point of all economic activities and marketing planning of stone carving practitioners. What is the market? How should stone carving products enter the consumer market to meet the behavior needs of buyers? What measures should be taken? Talk about some superficial understanding. What is a market? No one will be unfamiliar with the word "market". The problem is that people have different understandings of it, because they look at it from different angles. For example, most people will understand the market as a "place for commodity exchange" from the form of expression; Economists understand the market as "the sum of commodity exchange relations" from the essence of its economic relations. Therefore, the author thinks that the definition of the American Marketing Association Definition Committee 1960 is more appropriate, that is, the market refers to "the sum of the needs of all potential buyers of a commodity or service." This definition: first, marketing is to understand the "market" from the standpoint of sellers and focus on the behavior of buyers; Second, the "buyer" referred to here must be an individual or organization with the ability to pay and the desire to buy. The market can be divided into five basic types: consumer market, producer market, dealer market, government market and international market. Our Qingtian stone carving products mainly enter the consumer market, dealer market and international market. However, no matter which market our stone carving products are sold to, in the final analysis, it is still in the hands of consumers. Therefore, the stone carving products of our employees should be designed and updated according to the customer needs of the consumer market. The following focuses on the consumer market to talk about some superficial views. What is the consumer market? Consumer market refers to all individuals and families who buy goods (including goods and services) for personal consumption. However, the consumer market is very complicated, and our industry management departments should formulate scientific and practical marketing promotion programs to serve the consumer market well. At the same time, in order to understand and master the essence of the consumer market, it is necessary to establish and apply certain models or theories. Therefore, the management authorities and marketing promoters of our industry pay attention to six questions when investigating and studying the consumer market and buying behavior: Who buys in the consumer market? What do they buy? When do they buy? Where do they buy it? Why do they buy? How do they buy? In-depth investigation of the above six issues, it is not difficult to find the pattern of consumer buying behavior. The mode of consumer's buying behavior is: from the external stimulus of the buyer to the black box of the buyer, and then cause the buyer's reaction. Here, there are two kinds of external stimuli to buyers: one is the stimulation of products, prices, locations and promotions; The other is economic, technological, political and cultural stimulus, and so on. These external stimuli enter the buyer's black box (that is, "psychological process"), and after a certain psychological process, a series of visible buyer reactions are produced, such as the product selection of Qingtian stone carving, the brand selection of high-quality products with certified trademarks recognized by industry offices, the dealer selection of famous masters' works, the purchase time on rest days, and the quantity selection of two pieces. Therefore, our employees must do everything possible to investigate and understand what happened in the "buyer's psychological process" in order to take corresponding countermeasures. Customers come to Qingtian to buy stone carving products. They will not make purchase decisions in a vacuum, but their purchase behavior will be influenced by social, cultural, personal and psychological factors. The influence of these factors on consumers' decision and behavior to buy Qingtian stone carving products is as follows. Social and cultural factors mainly include consumer culture, social class and related groups. Culture is the most important factor that affects their desires and behaviors (including customers' buying behavior). It has a great influence on the sales of our Qingtian stone carving products. For example, customers in Jiangsu, Shanghai, Guangdong and other places who come to Qingtian to buy stone carving works demand good quality, strange shape, fine carving, small volume and slightly higher price, so these stone carving products are well received by them; Customers from Beijing and Northeast China come to Qingtian to buy stone carvings, which require large size, rough carving and low price, regardless of quality and shape, as long as they are carved out of stones; Customers in Hong Kong and Singapore prefer Qingtian stone carvings and landscapes. Therefore, these different local cultural factors have different purchasing decisions and behaviors. Social class is also an important factor affecting consumers' decision-making and behavior in purchasing Qingtian stone carving products. According to the current social situation, it can be divided into six categories: (1) The upper class accounts for less than 1% of the total population. People in this class are celebrities, who come from noble families, such as bosses of large enterprises and company groups, who possess a lot of wealth and live a life of spending money like water. They are the main markets for expensive products such as jewelry, antiques and high-grade stone carvings, and their lifestyles, purchasing decisions and behaviors are often imitated by other classes. (2) The lower and upper classes account for about 2% of the total population. People in this class usually come from the middle class. Because they have excellent professional ability or are good at doing business, they have good ways to make money, get high income or great wealth. They are very active in social activities, and buying goods that can show their identity is the main market for our high-end Qingtian stone carvings. (3) The upper middle class accounts for about 12% of the total population. People in this class are lawyers, doctors, scientists and university professors, and they are also the main market for high-end products of Qingtian stone carving. (4) The middle and lower classes account for 30% of the total population. This class includes "white-collar" (such as teachers, staff and other mental workers), "gray-collar" (such as postman) and "blue-collar aristocrat" (such as factory foreman), which is the main market of our Qingtian stone carving mid-range products. The upper and lower classes account for 35% of the total population. People in this class are manual workers and farmers, and they are the main market for middle and low-grade products in Qingtian stone carving. The lower class accounts for 20% of the total population. People in this class are at the lower level of society, and Qingtian stone carving is a market dominated by low-grade products. For example, the products that apprentices have just learned to carve, and the products that are spliced upside down. From the above situation, it shows that our employees should create, design and process different grades of Qingtian stone carving products according to the needs of different social classes to meet the needs of different customers in the consumer market. Related groups refer to those groups that influence people's views, opinions and values. These include primary groups (such as family, close friends, colleagues, neighbors, etc. ), secondary groups (such as professional associations, college student associations, etc.). ), as well as groups with homosexual interests (such as movie stars, sports athletes, celebrities, etc.). For example, a provincial delegation meeting was held in Qingtian. Tens of thousands of stone carving products were bought at the meeting as souvenirs for the participants. This is to promote Qingtian stone carving products by using the influence of "opinion leaders" of relevant groups on consumers' buying behavior. Personal factors refer to the personal characteristics of the buyer, mainly including the buyer's age, family life cycle, occupation, lifestyle, economic situation, personality and so on. Customers of different ages have different hobbies and needs to buy stone carvings. For example, the stone carving products that young people like, such as roses, peony flowers and plum blossoms, semi-naked ladies in figure works and four beautiful women in China, etc. While the elderly like ginseng ruyi, Redmi melon, sorghum and so on. People's works of longevity, Maitreya Buddha, Guanyin, fisherman, Song He Yannian and other products. It can be seen that the age of the buyer is an important factor affecting the consumer demand and purchase of stone carving products. Of course, different occupations, different lifestyles, different economic conditions and different personalities often have different hobbies and needs for Qingtian stone carving products, so there is no need to analyze them here. Psychological factors refer to consumers' ideology when they meet their needs, which dominates consumers' buying behavior. The psychological process of buyers mainly includes motivation, feelings, learning, beliefs and attitudes. All human activities, including customers buying stone carving products, are to meet people's needs. A person's needs, whether implicit or explicit, do not necessarily inspire people to take action at a certain time. It is their reflection or impression of external stimuli or situations through the five senses of sight, hearing, smell, taste and touch. After learning, I have faith and attitude. All these will affect customers' behavior of buying stone carving products. It can be seen that psychological factors are also important factors affecting customers' behavior of buying stone carving products. The above-mentioned author expounds the consumer behavior mode of buying stone carving products, and then analyzes it from the process of consumer buying decision. (1) Who is the decision-maker to buy stone carving products? Practitioners should first find out who is involved in the purchase decision, so as to adjust the marketing plan appropriately. Some stone carving products have only one purchasing decision-making unit. For example, the top leader of his unit will go on a business trip tomorrow and needs to give gifts 10 pieces of fine stone carvings. This product is easy to identify. Take a look and make a decision. There are also some products, such as high-grade stone carvings, whose purchase decisions often include all members of a family or the main members of a unit. Therefore, we stone carving practitioners should investigate and understand what role each participant plays in the purchase decision-making process of stone carving market. Only in this way can we design marketable stone carving products. (2) The main types of consumers' buying behavior of Qingtian stone carving products. Due to the problems customers encounter when buying different grades of stone carving products, some are simple and some are complicated. Therefore, according to customers' choice of stone carving market, the complexity of buying different stone carving products is different, which can be roughly divided into the following three types: (1) conventional reaction behavior. This way of buying stone carving products is very simple. These characteristics are: they buy middle and low-grade stone carving products, transport them to other places for wholesale at low prices, and get some profits from the price difference. They know the selling price and product variety of the stone carving market outside. In view of this situation of buying stone carving products, we can take the following promotional measures to occupy the market: for existing customers, we should continue to do what they like, maintain a certain product quality, service quality and inventory level, and let them firmly believe in their stone carving products; For customers who are not their own, we should make good use of various incentives, such as adding new designs, improving the display of stone carving products at the purchase site, and implementing special prices to attract them. (2) finite problem solving. Compared with (1), it is a little more complicated. They come to buy some stone carving products, such as sorghum, ginseng, flowers, full moon, etc., but they have no idea about the market price, fine workmanship and poor quality of stone. This is the problem. Therefore, before buying, customers should consult others or watch advertisements in order to obtain information and reduce risks. This is the so-called "finite problem solving". In view of this situation, employees should introduce their own products to increase customers' understanding and trust in their stone carving products. (3) The consumer purchase process model of Qingtian stone carving products. Generally, the five-stage model is adopted, that is, arousing demand, seeking information, evaluating behavior, deciding to buy, and feeling and behavior after buying. The process of customers buying stone carving products begins with "causing demand". As we all know, people's needs are caused by two kinds of stimuli: one is the stimulation inside the human body, such as hunger and sexual desire; The other is stimulation or "trigger induction" outside the human body. For example, Xiaogang saw his colleague Xiaoming buy a stone carving product and put it on the living room counter. Very good, not only a symbol of luxury in family status, but also an atmosphere of artists and collectors, so he plans to take a day off and buy one at the stone carving market. This example tells us that employees are adapted to arrange incentives to urge customers to become very strong about the stone carving products produced in this industry and take immediate purchase behavior. If the customer's demand is very strong, then the customer will immediately take the purchase behavior and buy it to meet their own needs. However, most customers are not buying immediately, but looking for information related to stone carving products, that is, entering the stage of looking for information. There are four sources for customers to seek information: (1) commercial sources, that is, information from advertisements, distributors, salespeople and commodity packaging. ; (2) Personal sources, that is, acquaintances such as family members, relatives and friends, and neighbors; (3) mass sources, that is, from TV advertisements, newspapers and magazines; (4) The source of experience comes from frequent visits to the stone carving market to see products. Customers know the stone quality, shape, price and variety of stone carving products sold in the market through four aspects of information. Therefore, we practitioners should know how much customers like some stone carving products and where to get information. How various sources of information affect customers' purchasing decisions, and so on. Then, according to the results, effective commercial communication information and oral information beneficial to the products of this industry are designed, which will affect the purchase decision of customers and make customers automatically buy Qingtian stone carving products. As mentioned above, customers can learn about a certain product sold in the stone carving market, choose which product and finally decide which carving product to buy. This is Google's evaluation behavior. The question now is: customers watch so many works in the stone carving market, how to evaluate the quality of each stone carving product and finally choose which stone carving product? In fact, customers have many evaluation methods. Generally speaking, most customers say that they use the "ideal evaluation" method to evaluate the available products and decide their favorite stone carving products. The "ideal evaluation method" means that the customer imagines an "ideal stone carving product" according to the purchase purpose, and then compares the "actual carved work" with this "ideal stone carving product", and the closest work is the one selected by the customer. Therefore, our employees should take countermeasures: ① change some characteristics of existing stone carving products to approach customers' "ideal stone carving products"; (2) Introduce the advantages of their products realistically, change the "ideal stone carving products" of customers, and be closer to their own stone carving products; (3) By comparison, it points out that its products are more unique than other stone carving products, and tries to change this customer group and give up other kinds of stone carving products; (4) You can also try to make this customer change his mind. In general, customers will buy their favorite carving products. But there are often two factors involved between buying and not buying. One is that other people (people who come with customers) will decide to buy when they are close to customers, otherwise they will change their purchases; The other is "unexpected situation". For example, the original price of this stone carving product is 2000 yuan, and it is agreed to buy back. Suddenly the family called and said that the old mother was ill and spent tens of thousands of dollars on medical expenses. At this time, the customer had to give up the purchase intention. It can be seen that the customer has agreed to buy a stone carving, but this cannot contain many unexpected factors, nor can it completely determine the customer's final purchase. Therefore, our employees should be prepared in this respect and never turn against each other, so as not to damage their excellent business ethics. Customers' feelings and behaviors after purchase. After customers buy stone carving products, it is inevitable that they will have some satisfaction and dissatisfaction. Customers will be satisfied if the sculptures they bought in the past exceed their expectations in advance. They will buy this kind of work again and say good things about this kind of sculpture to others; On the other hand, it is not satisfied. So how customers feel after buying it has a lot to do with the marketing of stone carving products. Our employees must take appropriate measures to improve customer satisfaction and reduce customer dissatisfaction after purchase. In a word, a satisfied customer is the best advertisement for our Qingtian stone carving products. To sum up, the author only expounds that Qingtian stone carving products have entered the market and been affected from the perspective of consumer market and customer purchase behavior, and taking measures to do some superficial investigation and analysis is just one of them. The Qingtian stone carving products really go to the market, but also need four major market operations, including product decision-making, brand decision-making, packaging decision-making and promotion decision-making, and the cooperation of Qi Xin from all walks of life, which is conducive to Qingtian stone carving products entering the market in an all-round way.