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工业品是企事业单位或机构购买的,用来进行生产、再生产的产品,它服务于下游工业品企业,但最终的产品可能是工业品也可能是消费品。与一般消费品相比,工业品市场上客户不是单个消费者,而是企业。客户数量少,相对集中,交易额大,对产品的质量和各项技术指标要求严格,这些因素导致工业品的购买决策过程相对消费品更为复杂。因此,工业品企业更要通过有效的品牌推广策略来提高自身的竞争力。
Industrial products are purchased by enterprises or institutions and used for production and reproduction of products. They serve the downstream industrial enterprises, but the final products may be industrial products or consumer products. Compared with general consumer products, industrial products market customers not a single consumer, but business. The small number of customers, the relative concentration of large volume of transactions, the strict quality of the products and various technical indicators, these factors lead to the decision-making process of industrial products more complex than consumer products. Therefore, the industrial products enterprises should also improve their own competitiveness through effective branding strategies.