Magazines and exhibitions are the most important channels for users to understand MC. What are the channels for understanding MC? The questionnaire asks users to sort the exhibitions, magazines, networks, newspapers, business promotion, peer recommendation and others in order of understanding the order of MC. The weight analysis method is also used for analysis. The weights are 4, 3, 2, and 1. After calculation, the following conclusions are drawn: 27% of magazines, 26% of exhibitions, 16% of networks, 15% of peers, and 11% of sales. Newspaper 4%, the other 1%. Understanding the Channels of MC According to the survey, magazines and exhibitions are still the most important channels for users to understand MC, accounting for 27% and 26% respectively. Some MC manufacturers have a strong publicity awareness. They use magazines and exhibitions to promote their products, so that users have a very intuitive understanding of the products they need. The magazine can provide product samples and contact information quickly and easily, and has a strong preservation value; the exhibition can make the user contact with the product at a distance, so that these two methods become the most important channel for users to understand MC. In addition, the rapid development of the network has also made it the third largest channel for users to understand products, accounting for 16%. It is worth noting that peer recommendation also accounts for 15%, which is exactly the same sentence: "Gold Cup, Silver Cup, it is better than word of mouth." Good brand comes from product performance, reliability, after-sales service, etc. Competitiveness. What are the requirements of the content service users for MC services? This is a multiple-choice question. The respondents can choose the pre-sales plan, the installation and commissioning of the equipment, troubleshooting and maintenance, the regular maintenance of the numerical control system and mechanical system, the periodic inspection of the equipment precision, and the upgrade and modification of the numerical control system. and others. See the statistical results. According to the survey, users have demand for the service items they design. For the user, the more services he wants, the better, but for the MC manufacturer, it is necessary to develop a service project based on its own strength. For example, 91% of users need equipment installation and commissioning, 80% delivery, after-sales service, reliability and habitual purchases to investigate, and sort the top four. In order to facilitate comparative analysis, we conducted a survey on domestic brands and imported brands. The weights of the first to fourth places are 4, 3, 2, and 1, respectively, and the problem is weighted. For the domestic MC, the ratio of all factors to the total score is calculated, which is: cost performance is 28.5%, reliability is 27.9%, after-sales service is 19%, brand is 15.6%, delivery time is 7.7%, habitual The purchase was only 1.3%. The same method of importing brands calculates the proportion of various indicators of imported brands. In turn, the price/performance ratio was 27.9%, the brand was 23.9%, the reliability was 18.6%, the after-sales service was 18.3%, the delivery time was 9.4%, and the habitual purchase was 1.9%. In order to facilitate comparative analysis, we compare the factors considered by users when purchasing domestic and imported MCs in a graph. Red represents the factors considered in purchasing imported MC, and blue represents the factors considered in purchasing domestic MC. The factors that users consider when purchasing domestic and imported MCs are obvious. Whether it is domestic brands or imported brands, everyone chooses cost performance as one of the most important factors. Under the premise that the performance meets the requirements of the process, the price is cheaper and the product is The more the market. Users have made a big difference in the attitude of purchasing imported MC and domestic MC. When choosing a domestic MC, the user puts the brand in the fourth place for consideration, and when choosing the imported MC, the brand is placed in the second place. Brand means quality reliability, meaning performance, meaning the comprehensive competitiveness of a product. Since imported MC manufacturers pay attention to the cultivation of brands, users often compare brands when purchasing an imported MC. Due to the late start of domestic MC, there are not many well-known brands. This requires domestic MC manufacturers to make more efforts in the comprehensive competitiveness of products and broaden channels in product promotion. In terms of reliability considerations, the purchase of domestic MC is considered to be 9.3% more than the imported brand. This shows that the reliability of the imported brand MC is generally higher in the user's mind, and it is not necessary to worry too much, but the reliability of the domestic MC is still There are some doubts. Improving the quality and reliability of domestic MCs has always been an important issue for the machine tool industry and enterprises to focus on. These should be the service items that the manufacturers focus on. (Finish)
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September 15, 2023