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你的位置:首頁 > 新聞動態 > 行業動態

南安水頭石材企業品牌營銷創新 助力產業升級

來源:海浪花石材
  5月25日,從“大自然的搬運工”到“天然美學締造者”,日前,一場盛大而別開生面的石材品牌發布會在位于福建南安水頭的新龍國際石館舉行,吸引了數百名石材領域的專家、同行、經銷商到場聆聽。
  作為一家創辦僅11年的“年輕”企業,新龍石業品牌總監吳家和在會上分享了企業11年產業化布局的歷程。“自2007年成立以來,我們一直以‘一站式石材采購供應商’聞名業內。目前,在土耳其和伊朗擁有8座戰略合作礦山,在南安建有新龍合勤加工廠、新龍中恒大理石加工廠、新龍米拉諾精加工廠以及新龍國際石館,并投資成立了裝飾工程設計公司。”
  “可以說,在11年創業時光中,新龍石業通過穩扎穩打,實現了石材領域全產業鏈布局,真正做到把‘礦山里的一塊料’變成‘家里的一塊板’。”吳家和如是說。
  隨著時代發展,傳統的營銷模式已不適應新形勢要求,石材業要在創新營銷理念和營銷模式上下工夫。“未來的 3至5 年,我們將逐步轉型為更加注重品牌效應的‘天然美學締造者’。”吳家和告訴記者,新龍管理層始終在產業基礎中進行創新嘗試,不管是應用互聯網技術來實現產品標準化和明碼實價,還是通過投資設計公司加強消費者終端體驗,新龍都希望自己能與時代同步,甚至愿意先向前測試一步。
  在新龍石業品牌設計師及策劃顧問馬立玄眼中,品牌就是消費者對產品和服務的印象與認知,品牌設計只是基礎工作,品牌傳播應該與市場營銷相結合,才能迸發出影響力。“今后新龍將不斷學習行業外優秀的品牌運作技巧,把創作工作全部落地,與消費者直接互動,加強品牌影響力。”
  據介紹,自去年“雙十二”開始,新龍就一直在試圖用互聯網造節的思維來推動市場熱度,今年的“ 510 米黃嗨購節”以及“520 超級品牌日”也證明了新龍團隊的營銷能力有了非常大的進步。
  當天,新龍石業還發布了超級合伙人計劃。據新龍石業總經理吳雯雯介紹,今后將把自身的產業鏈升級為平臺,以開放和共贏的心態共享給石材業內人士,新龍將共享出旗下的優質礦山資源,與同業進行品類合作,形成品牌超級合伙人計劃;旗下新龍國際石館也將由自營轉變為合作制,精選 6 個大理石品類進行合作。
  業內專家認為,這些特別給力和合作方案不僅顯示的新龍石業產業鏈深度,也展現了新龍石業全體管理層對于傳統產業升級的優秀策略思考。
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