Shandong Hugerubber Co., Ltd. adheres to the road of characteristic products and differentiated marketing
(undertaking the first part of phase 15) in the process of maintaining the healthy, stable and sustainable development of the all steel radial tire project, the company’s sales service has carried out strong practice and exploration in the practice of sales concept, the selection of sales strategy, the construction of enterprise business relationship, the building of brand strength and other specific work.
1、 Improve the level of sales service and personalize policies to benefit customers. The sales mode of “product + service” determines the channel control and is the key to defend the market share. At present, the company’s sales service work has carried out the following practical, flexible and effective sales strategies: first, timely and appropriate price negotiation, coexistence of pricing, rebate and preferential policies to ensure the normal and equal interests of enterprises and businessmen; Second, add 50-100 sales service personnel to strengthen market maintenance and enhance the interaction between enterprises and businesses. At present, the first batch of sales service personnel of the company have completed the sales service work in some markets on a pilot basis, and the collected market and customer feedback information provides a valuable reference for the company to standardize the market order and enrich the sales service content in the next step; Third, in order to encourage dealers to sink their sales channels, provide customers with corresponding guidance and cost support such as product quality, price, channel and market publicity, and further deepen and refine the regional market structure and product structure; Fourth, sort out the sales service process, establish and improve the sales service specifications. According to the requirements of Hongyu standard work law, the company’s sales service management system has preliminarily formed the behavior standards of various posts by refining and decomposing the process, and improve the added value of products through professional sales services, so as to create differentiated competitive advantages. Fifth, encourage enterprises and businesses to innovate forms of cooperation, and realize the development of enterprises and businesses together with the help of multi-channel platforms and mobile Internet.
2、 Create a new enterprise and business platform, integrate enterprises and businesses, and realize mutual benefit and interoperability. The traditional one-way and multi-level information flow between enterprises and businessmen leads to poor interaction between enterprises and businessmen, dealers’ acceptance of enterprise production and operation and product information is not high, information can not be accurately and timely transmitted, and the manufacturer’s sales policy can not be effectively implemented and implemented. The overall management concept of Shandong Hongyu Rubber Co., Ltd. takes flattening as the principle, increases the management range by reducing the management level, and “compresses” the traditional pyramid organizational form between departments and enterprises into a flat organizational form. According to the progress of the company’s ERP project, in order to meet the needs of enterprise business integration, the company will reserve 200 service windows for dealers and build internal and external platforms to truly achieve the goal of information sharing, mutual trust and win-win results. At the same time, build a sales service alliance, implement the model of taking retail outlets as the center and building an authorized service center, standardize marketing and improve the service quality of tire retail. In terms of communication strategy, change the mode of starting from the product itself, promote the product by combining the service and retail platform, and seize the market. In addition, in order to implement the company’s corporate management culture policy of “learning, responsibility, sharing, communication and help”, the company plans to establish new business cooperation relations with dealers in talent transportation and training, economy and product community construction, so as to truly create an integrated platform for enterprises and businesses, jointly seize the market and win-win together.
3、 Brand strategy promotes enterprise upgrading. After 26 years of trials and hardships, Shandong Hongyu Rubber Co., Ltd. has gradually moved from product management to brand management. It has continuously increased its investment in brand cultivation and promotion. On the one hand, it has implemented the brand trademark strategy. The company has two famous trademarks in Shandong Province and has passed the trademark registration application in North America, Europe, Southeast Asia and other countries and regions. On the other hand, with the implementation of the brand culture strategy, the company’s 26 years of profound cultural heritage has formed the enterprise spirit of “constant morality, coexistence and win-win” and the employee spirit of “concentration, heart and unity” through the inheritance and innovation of new Hongyu people. On November 8, 2014, the company reached a strategic cooperation agreement with CCTV columns “quality” and “Analects of Finance and wisdom”, Lay a solid foundation for the brand upgrading of Hongyu rubber. After signing the contract with CCTV, Shandong Hongyu Rubber Co., Ltd. signed a training agreement with Dongying Branch of Jucheng group and inaugurated Hongyu business school. It provides a powerful engine and guarantee for the company to enhance talent competitiveness, strengthen the comprehensive quality of the team and enhance the stamina for sustainable development.
Shandong Hongyu Rubber Co., Ltd. adheres to the road of sustainable development of enterprises and businesses of “development and innovation, platform sharing, growth linkage and interest integration”, adheres to the quality policy of “no defect in product quality and no complaint in customer service”, is positioned for the synthetic development of scale, differentiation, integration and specialization, and establishes the concept of market, service, honor and value, Serve customers wholeheartedly, strengthen cooperation with dealers on the enterprise business integration platform, develop together and create brilliance.
