Stone enterprises want to play "culture" brand

As time goes by, the stone industry in 2013 has become more “transcendence” than the previous years. In the past, I only paid attention to sales, and now I pay more attention to corporate culture and brand building. Culture is the soul of stone brand enterprises. The higher the spiritual culture content of enterprise products, the higher their economic added value.

In 2013, in the stone industry where product homogenization is becoming more and more serious, more and more brand stone enterprises have begun to play the “culture” brand and repackage the product concept to open up the market. The competition among various stone enterprises has also evolved from the price, the style and the quality to the cultural connotation of the brand. Many domestic stone enterprises have re-examined their own brand culture and established an irreplaceable position of corporate culture in brand marketing.

Integrating art design culture to lead the industry

Successful cultural marketing can make a product or brand image a good impression in the minds of consumers. In 2013, many stone companies and brands attached great importance to the creation of “design culture”, allowing ordinary consumers to get in touch with those creative works and use culture and art to impress consumers.

“The design is divided into two directions, one is aesthetics and the other is function. If you design a vase, you can only pursue aesthetics; if you build a house, its functionality must be the first.” World class The design master, Alessandro Mendini, the father of Italian postmodern design, made this point at the 2013 China Interior Design Summit.

The person in charge of the Life Planning Center said that in the cooperation with the world-class top design masters, the biggest benefit brought to the living family is the change of design concept, taking into account the application and aesthetic design concepts, fully reflected in the living floor, stone and custom Home and other products. The industry said that "jumping out the stone to see the stone, jumping out of the national border to see the stone", this cultural marketing approach is worthy of peer reference.

Work with the government to build a cultural industry chain

To promote the construction of stone enterprise culture and to do a good job in cultural marketing, the key to success is to obtain government support. Insiders pointed out that although the stone industry has many categories, but the brand concentration is low, there are few strong, leading companies or brands.
In fact, the rise of stone brands, leading the development of the market is more dependent on the cultural connotation of the brand itself. In a big sense, corporate culture determines the direction and development of the company. Only by the power of the government, through the influence of cultural communication, and shaping the corporate brand image, can we create an influential big home.

Cross-industry integration promotes new concept marketing

It is no accident that stone companies have turned to playing cultural cards and marketing with new concepts. Consumers are paying more and more attention to the quality of home life, and consumer demand is escalating. Cultural marketing just meets the high-level psychological needs of consumers. The insiders believe that it is necessary to treat the phenomenon of popular culture cards in stone enterprises. On the basis of tamping products, if a stone enterprise gives the brand a richer cultural connotation, it can bring economic benefits to the enterprise while enhancing the brand image. . But if companies only use culture to self-hype, it may only have a negative impact on the company.

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