六个方法去检查你公司的出口部营销效率
6 WAYS TO CHECK THE EFFICIENCY OF YOUR
EXPORT MARKETING STRATEGY
我是布拉克特·伊恩（音译）BLACKETT Ian （陈恩），致力于帮助佛山市的陶瓷及卫浴洁具公司更好地向外商销售他们的产品。下面我将向你们展示6种有效的方式分析你们公司的营销策略。有些规模小的公司认为他们自己不一定或者根本不用营销策略。但是，这种想法是不正确的，不管他们承认或否，所有的产品销售都应该有自己的营销策略。
但事实上，这只是一个专业的问题。你销售的方式取决于你们的营销策略。直接销售、间接销售、中介、零售商、经销商都是证明你有营销策略的销售渠道。而且它的效率是可以衡量的。
I’m BLACKETT Ian and I help Ceramic and Sanitary ware Companies in Foshan to sell their products more efficiently to foreign customers.
In this article, I am going to show you 6 efficient ways to analyze your company’s marketing strategy.
Some self-owned small business believes that they don’t have or are not using a marketing strategy.
But it is wrong, all business have a marketing strategy whether they acknowledge it or not. In fact, it is just a question of professionalism.
The way you sell your products to foreigners determine your marketing strategy.
Direct, indirect, intermediary, retailer, dealer are all sales channels that prove you have a marketing strategy. And its efficiency can be measured.
营销是团队的工作，不单是公司大老板的想法。
MARKETING IS A TEAM WORK NOT ONLY THE IDEAS OF THE COMPANY’S BIG BOSS
Are your Export Sales declining?
你们的出口销售量是否在呈下降趋势？
A declining or stagnant export sales is an irrefutable sign that your marketing strategy needs to be reviewed, evaluated and adjusted to suit the needs of the company and the wants of the consumer.
下降或停滞不前的出口销售趋势是一个无可辩驳的迹象，说明你的营销策略需要重新审视、评估和调整以适应公司的需要和消费者的需求。
Does your company’s image inspire confidence reliability & success?
贵公司的形象能给予人信心、可靠和成功吗？
Having attractive, trendy, and affordable products are no longer enough to guarantee success in the Ceramic and Sanitary ware industry.
Today companies have to be present within diverse distribution channel with a brand image that inspires confidence for future clients, potential partners, and even competitors.
Having an irreproachable image and company story inspire confidence and avoid suspicion.
If your client is ready to place orders without visiting your showroom and meeting your staff then your image is polished and your marketing effectiveness.
拥有吸引人的、与时俱进、价格合理的产品已经不足以保证在陶瓷和卫浴洁具这个行业取得成功了。如今，公司必须在多样化的分销渠道中展示品牌形象，激发未来客户、潜在合作伙伴，甚至是竞争对手树立信心。无可指责的公司形象和公司品牌文化，激发信心，避免猜疑。如果你的客户愿意在不到访展厅与员工见面的情况下就下订单，那么说明你公司的形象已焕然一新，你们的营销效果也是很好的。
Is your marketing strategy depending on an uncontrollable factor?
你的营销策略是否取决于一个无法控制的因素？
If your business is only depending on, your export department personnel’ mood, Alibaba, Made in China, or occasional trading companies orders then your marketing strategy is passive.
Because of changes in the market your marketing strategy should not be set in motion and left alone, but constantly active communicating with customers. The efficiency of your marketing strategy depends on what you do.
如果你的销售依赖于出口销售员的心情，阿里巴巴，中国制造，又或者是某个贸易公司临时的订单，那么贵司的营销策略是被动的。由于市场的变化，你的营销策略不应单一行动、置身事外，而要不断积极地与客户沟通。营销策略的效率取决于你做什么。
4 . Is your Communication tools Chinese oriented?
你们的传讯是以中国为导向的吗？
Foreign customers, criteria of beauty, trends, standards, cultural consumption habits reflect their needs.
So the Chinese Domestic Marketing Strategy cannot be the same for export.
Because your foreign sales channels and network language have to target specific customers by their needs, you have to make sure you are on the same channel.
外国顾客对于美的标准、潮流指向、准则、文化、消费习惯能反映他们的需求。所以，中国本土的营销策略未必与出口的营销策略一样。因为你的国外销售渠道和网络语言必须针对特定客户的需要，必须确保你是在同一个渠道上。
5. Are you Communicating efficiently to implement your Marketing Strategy.
你是否有效地执行营销策略？
If your product catalog, leaflets, websites and other communication and marketing tools are only in Chinese or even translated from a Chinese original version, then you are not communicating effectively.
Product catalog, leaflets, websites and other communication and marketing tools have to point out the products standards, selling points and mostly reassuring customers of the company’s notoriety.
If not, your marketing strategy will reflect your lake of understanding of your potential clients’ market.
如果你的产品目录、传单、网站、其他宣传资料和营销工具等仅用中文，甚至是从中文原版直译过来的，那么您就无法有效地进行营销。产品目录、传单、网站、其他宣传资料和营销工具需要指出产品的标准，卖点和主要让客户放心相信公司的声誉。否则，你的营销策略将反映不出你对潜在客户市场的了解。
Have your Export Market personnel lately received a Professional Training on how to sell your products?
你们的出口销售人员近期是否接受过如何销售产品的专业培训？
Because of the unconfined coming and going employment in the ceramic and sanitary ware industry, a lot of companies refuse to invest and supervise the training of their personnel.
This is simply the contrary of an effective marketing strategy. To implement and execute a marketing strategy the company should have qualified personnel with abilities and skills.
因为陶瓷和卫浴洁具这个行业人员流动性大，许多公司都不愿意投资和指导培训他们的员工。这与营销策略方式是完全相反的。要实施和执行市场营销战略，公司必须具备一批有能力和技能的合格人才。
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