With the support of computer technology, network technology and other disciplines, mining machinery is oriented to economic construction and driven by market demand. In the harmonious development between man and nature, mining machinery is developing towards digitalization, intelligence, ecology and humanization. Present situation of mining machinery and equipment industry and how to establish brand awareness and patent technology
With the development of social economy and the acceleration of commodity circulation, the competition between similar commodities in the same industry is becoming more and more fierce. In order to seize the target customers, enterprises often compete not only in quality, but also in technology, style and brand. Brand competition is the key for enterprises to quickly occupy the market and obtain a large number of target customers.
Present situation of mining machinery industry
Mining machinery is an industry that specializes in producing all kinds of mining machinery and mining machinery. However, due to the development of economy, the increase of consumer demand and considerable profits, many enterprises have poured into this industry. However, with the increase of enterprises, the target customer market is scattered, and the profit margin is greatly reduced, so that manufacturers often imitate production according to the original mechanical equipment on the market, rather than innovating technology, and enhance the scientific and technological content. The appearance of a new product in the market was quickly copied and plagiarized, the influx of foreign products and competitive pressure.
The disorderly competition in the domestic market, slow product renewal and long technology upgrading cycle are all key factors restricting the development of mining machinery industry. How to make this industry quickly improve the product value and technical content to drive the development of the whole industry to cope with the competitive pressure of foreign manufacturers. It is the primary problem faced by domestic mining machinery industry. Establish brand awareness: The so-called brand awareness refers to an enterprise's basic concept of brand and brand building, which is a comprehensive reflection of an enterprise's brand values, brand resources, brand rights and interests, brand competition, brand development, brand strategy and brand building. It can be said that brand awareness provides a solid rational foundation for enterprises to formulate brand strategies and build strong brands, and has become a strategic awareness that leads enterprises to win in modern competitive economy. Establish a sense of innovation: enterprises can only have a career if they try. Enterprise and innovation, number and breakthrough. Enterprises should change from the pursuit of profit maximization to the pursuit of sustainable growth, constantly innovate technology and improve the content of science and technology. Establish patent consciousness: for the research and practice of enterprise intellectual property strategy, enterprise patent strategy is its source field and a relatively mature component. As an important part of intellectual property, patent plays a vital role in the development of enterprises. Establishing and perfecting patent strategy is a necessary means for enterprises to enhance their core competitiveness in domestic and international market competition. Enterprises must grasp the national conditions, master the rules, avoid risks, and master patent protection, a self-defense technique and a winning way. Government support: actively grasp and respond to the government's new policies and support policies for the industry. The development of enterprises is the key to revitalize and promote the development and strength of the country. 2 1 century is an era of rapid development of science, technology and information, with emerging industries and increasingly fierce market competition. E-commerce, a new industry, has developed rapidly, which has promoted the transformation of traditional industries. It is all walks of life that have seen new vitality and happy direction. Especially during the financial crisis, online B2B and vertical B2C have achieved a new round of rapid development, many B2C service providers have obtained considerable venture capital, and traditional manufacturers have also tried water, so B2C has achieved unprecedented development and prosperity.
How to use e-commerce to drive enterprises to grow faster and bring more profit space to enterprises has become a concern of mining machinery industry. The previous sales model of mining machinery engaged in crushers and mineral processing equipment was to seek agents and distributors, and to promote the sales and development of enterprise products through distributors and agents. However, the traditional business model can no longer adapt to the development of small and medium-sized mining machinery. The increasing number of small and medium-sized manufacturers has brought about market saturation, intensified competition among enterprises, shortage of sales staff and tight withdrawal of funds have all become restrictive factors for the development of enterprises.
With the continuous development of e-commerce in China, these small and medium-sized manufacturers have emerged a new sales model-network marketing. The difference between online marketing and traditional marketing is that online marketing is a marketing activity with the Internet as the main means to achieve certain marketing purposes. In other words, in order to achieve the overall business objectives of enterprises, the Internet is the basic means to construct various network marketing activities. Traditional marketing is to use sales staff to do marketing business and sales activities. How to carry out online marketing: use websites to carry out online marketing activities-enterprise websites are platforms for enterprises to carry out online marketing, and websites are sales platforms for displaying what enterprises want to market and product information. You can make multiple corporate websites for corporate promotion and product promotion. Make full use of search engines-another important function of corporate websites is website promotion, and search engines are the most important channel for netizens to obtain information at present. If an enterprise website cannot be effectively promoted by search engines, its marketability will be greatly reduced to some extent. Therefore, marketing enterprise websites must solve the search engine problem of enterprise websites, which can also be understood as search engine optimization. In the solution of marketing enterprise website, search engine optimization is a basic and long-term work, which has started from the planning stage of enterprise website and even from the strategic planning stage of enterprise network marketing, and runs through the whole operation process of enterprise website. Customer awareness and collection of customer resources-the potential customers and customers that the enterprise website will eventually face or any organization or individual related to the company's business, how to improve the customer experience of the enterprise website is an important issue that must be considered in online marketing. Use the existing e-commerce platform-online marketing can be carried out on the e-commerce platform with a large customer base, and Alibaba and others use these business platforms to publish and publicize the products of enterprises. E-commerce is both an opportunity and a challenge for the development of SMEs. How to occupy effective market share under this new sales model and how to carry out commercial activities are problems that production enterprises must consider. Nowadays, mining machinery and equipment enterprises pay more and more attention to the research and development and production of high-efficiency, energy-saving and environmental protection equipment. For example, mining machinery adopts the design principles of long life, low energy consumption and light weight. Use low environmental load materials in actual production, and try not to use harmful materials such as freon, chlorine-containing rubber, resin and asbestos. In order to minimize the pollution caused by the disposal of waste parts and optimize the comprehensive cost, the problems of simple disposal of waste parts, low cost, little pollution, easy disassembly of parts, incineration or recycling as fuel should be considered in the initial design of mining machinery products. Use renewable materials and resources, such as promoting fuel cell mining machinery and geothermal resources mining technology and equipment. While encouraging prospecting, the state has also stepped up efforts to rectify the mining market. With the closure of a large number of small metallurgical, coal and cement enterprises, new large-scale concentrator, large-scale coal preparation plant and large-scale cement plant have been built one after another, which puts forward higher requirements for mining equipment, and urgently needs energy-saving and environmental protection equipment with large processing capacity, high separation efficiency and reliable operation. Automation, large-scale, high-efficiency and energy-saving of mine environmental protection equipment have become the focus of future research in mining machinery and equipment manufacturing enterprises.
In addition, with the industrial scale and technological progress, the cost of new environmental protection and energy-saving equipment is rapidly decreasing. With the reduction of costs, mining investors are more willing to buy environmentally friendly and energy-saving equipment with affordable prices and reliable performance as the first choice for production. Based on this, environmental protection and energy-saving equipment are increasingly showing cost advantages.