Product marketing: Product marketing is the initial mode of marketing, which is based on the production of enterprises. It is not from the perspective of consumers to design, research and develop, and manufacture products. The concept of following is “what is produced and what is sold”. This model is mainly generated during the period of planned economy and the initial period of market economy. In the early 1990s, China's hardware tools industry entered the stage of market economy, a large number of private enterprises rose, and basically survived after 2000, the main reason is that the market has just opened, the market supply is less than demand. As long as the product is produced, it can be sold, so that the company does not need to consider the differentiation of customer needs, as long as the production is buried, it can be profitable. In this environment, it is impossible to create other marketing models. Therefore, product marketing dominates the marketing field of that period. There is no market position in the design of the corporate department. The production and sales departments are in the development of the enterprise. Dominant.

Standard marketing: The so-called standard marketing refers to the use of enterprises in the industry to participate in the role of national standards setters, the use of this resource as credibility, stop spreading. Standard marketing is not a true marketing model, but a marketing tactic that only a handful of companies can use. Due to the serious problems of Chinese local hardware and tool companies' understanding and persistence in brand marketing, users' trust in brands has begun to decrease. In addition, because many tool companies with brand names have not met international or international standards in quality, making standards a scarce resource, so some tool companies with standard-setting capabilities began to input “standards” to the industry. It is typical of it.

The development of China's hardware tools industry from the last century to today, its marketing characteristics have generally experienced five distinct stages, namely product marketing, service marketing, brand marketing, standard marketing, solution marketing. These five marketing strategies are both independent and compatible. Each model has its own detailed economic environment. The author follows the development environment of China's hardware tools industry and analyzes the inevitability of each marketing model.

Service Marketing: The so-called service marketing refers to the service of consumers as the focus of marketing, on the basis of products to carry out a full range of services, to obtain the trust and dependence of consumers. After experiencing the product marketing era, China's hardware tools industry has gradually overcapacity. The supply and demand situation of oversupply has begun to appear. Coupled with the impact of large foreign companies, the whole industry began to think about service marketing that is different from product marketing. As a hardware tool for industrial products, especially professional tools, the requirements for consultation, training, and maintenance in the sales process are relatively high. Therefore, the purchaser purchases not only the product, but also a product life. Cycle process services, so many companies began a service marketing model. In today's view, the success of the company's tools has many reasons, both time-based, corporate, and service-oriented. People often only see the success of Star brand marketing, but ignore the service marketing behind the brand. "Shida tools, lifetime warranty", this ad word reflects the brand's core value and differentiated personality, "lifetime warranty", reflecting the dual guarantee of quality and service. At a time when product quality was generally poor and services were not guaranteed, service marketing was the best commitment to consumers.

Brand marketing: The so-called brand marketing refers to the marketing strategy and process of creating brand value by using the brand demand of consumers, and finally forming a brand benefit. Through marketing, various marketing strategies are used to make target customers form brand and products and services. Cognitive process. At present, China's hardware tools industry has officially entered the era of brand marketing, and almost all companies of scale have begun brand marketing. When service marketing became a common phenomenon, it was difficult to differentiate in the minds of consumers, so brand marketing began to prevail. In the hardware tools industry, the brand war between Starr and Stanley has been going on for more than a decade and will continue. The marketing strategies of both parties have had a positive and far-reaching impact on Chinese hardware tools local enterprises. The most influential is the understanding and application of brand marketing. The essence of brand marketing is to seek the differentiated positioning of the brand, break away from the value marketing of the product, upgrade to the brand value marketing, and turn the added value of the brand into the customer's trust and profit growth point.

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