Our country gift industry has a typical production and marketing artificial state, outstanding performance for gifts production and circulation of separation, production enterprise products relying on circulation enterprises constitute distribution channels on marketing distribution, the gift circulation enterprises are used as a gift production enterprise and gift purchasing customers intermediary. This result also means that whatever gifts production enterprise or circulation in enterprise value chain function of division of labor and mutual dependence on. The cause of this situation has two aspects, bamboo furnitureone is the history of the gift to cause, on the other hand is from the gift industry service object: the gift purchasing, receiving, and gift giving party consumption party two party structure, which decides the industry as a gift of the service industry service modes with the duality of characteristics, which is deeper influence and caused the gift of the height of the state division of causes.
Produced in the eighty s and early ninety s gift industry of China, is directly from the planned economy to the market economy transition period of the formation of the system of the commodity circulation industry commodity production in the inferno. The planned economy time products production and circulation system has the characteristics of the intersected defects, on the one hand, the production of the "one-stop" service by the government led to the various departments decision,bamboo flooring enterprise lack management autonomy and the operating vitality, all kinds of goods and small goods supply is short; On the other hand, production enterprise by the production of products into the government control of business sectors "level 1, level 2 stand... stand." stratified circulation distribution system, the more so in product circulation is controlled by the government and the business sector enterprises can't sensitive market demand organization production. So, when reform and opening the economy development in bring emerge society the people and organizations to gift need, the production enterprise and planned economy circulation enterprise, the demand for lack of response, gave at the time of the needs of the individual and a private small commodity and consumer goods production enterprise and trade circulation enterprises involved in the gift of the production and circulation of business management.
However, even if is the original pursues gift products production and circulation of the enterprise, on the management also did not get rid of the traditional planned economy bring ideas and patterns of bondage, plus gift industry can develop the product variety so many, plus at the time of these in the system in the production and business operation of the gift is private individual enterprise enterprise, the scale is small, not a enterprise can producing all kinds of gift product, gift market demand, however, all kinds of small commodity goods. This results in the gift of the industry trade group first way, inevitable is the gift of trade flows of enterprise as the center. These trade circulation enterprise scale is not large also, get the customer orders, first is often around big commodity market goods with low costs of purchase and varieties configuration.
And as gift market demand in the economic growth and the expansion of the industry growth continually on the basis of growth, people realized gifts can on customers according to the classification method and use classification, usually, people put the gift types are classified into five categories, meeting gifts, business gifts, gift, foreign affairs celebration gifts, promotional advertising gift. This classification help gifts of the business professional circulating trade enterprise, thus, circulation in the field of trade gifts company specializing in the respective strengths and led to trade field of specialization appear. In the field of circulation gift company between professional specialization improve the gift purchasing customers service efficiency of the variety of sales, also make division of labor in the gift of the different USES of gifts and customer the matching relation between knowledge and experience to accumulate, the service efficiency of natural increase significantly. Finally, the gift trade circulation channels for independence and the formation of the relatively independent gift market, daily to purchase gifts in the individual or group buying clients also can therefore directly go to the gift company or gift market selection you need the product variety.
In the present circulation system, thus formed the basis of the existing professional gift, specialized in production enterprise also gift would begin to occur, thus gift products production and trade circulation of enterprise specialization is trapped this produce. Productive enterprise focus choice types of products production,bamboo kitchen circulation trade enterprise is specialized in the distribution channels development. Production and circulation of objectively help gift products division within the production department specialization of further development, that is because, from the point of view of the production enterprises, a variety of gift product raw material and product performance are different, such as crystals and crystal rubber products, plastic products, acrylic products, wood products, metal products, gold and silver products, ceramic products, electronic products, leather products, glass products, paper products, this embroidery fabrics, glass products, home textile products, raw materials and the performance of the product to different product production technology of different, this has prompted the gift product productive enterprises of specialization and further.
After 20 years of industry development, marketing and production and circulation of the division of Labour, marketing departments and products of division within the production department again, decided the gift industry in China from the perspective of industrial organization, will pay high attention to the division of labor pattern, the typical industrial maturity.
Duality service mode characteristics
The uniqueness of the gift is to provide the gift has dual characteristics service, on the one hand, the gifts as consumer goods or souvenirs, the consumption of the value is to be realized in the gift of the receiving party there completed; On the other hand, the gift as a trade goods is to provide to the buyers of the gift of a party. From this perspective, the gift industry production enterprise, and the circulation of the division of labor between enterprises, it is exactly the special gift this duality is caused by the services essence. Gifts production enterprise service in gift trade enterprise, the enterprise is in the service trade gift purchasing gifts customer, purchasing, who were in the service (gift as a gift to receiving gifts) final consumers--receiving party gifts.
Therefore, the gift industry production and marketing of the pattern of the fine meticulous division, which is the gift of the services they provide the duality of the service object to bring the division of labor. In this division of industry organization pattern, gift marketing and production enterprise of their respective specialized level natural enhances unceasingly. Here, gift trade enterprise service gift for direction consumers, around the gifts and compared to the same consumer goods more in performance to price of the optimization of the fuss, this will stimulate the gift production enterprise in the product design, raw material analysis and choice, gift package and product brand more work dynamics.
At the same time, because the gifts production enterprise produced by the gift products as consumer goods, there is big range of can substitute, so it is more production enterprise can reference related requirement consumer product industries to foresee gift consumption changes in fashion, so that their products can lead consumer fashion trends. Because gifts production enterprise in this work, the gift industry can often lead the related consumer products industry, this is the gift of the particularity of consumer behavior, many new kinds of consumer goods, consumer actually more from gift industry first gain awareness and first consumption. This makes gifts production industry in the related consumer product industries and the position of the top of the meaning. In other words, the gift industry related to consumer product industries also serves as a product launch and try to meet the objective effect contribution. Visible, marketing and production division deepened gift industry to recognize, gifts production and gift industry trade interactions between, it all comes from the gift is used, giving gift market demand from the objective existence. And gift is the formation of the demand of the spending, the needs of the receiving party, gift industry marketing and production state division so they are rooted in the gift. Gift manufacturers is the final consumer consumption demand as the guidance, the gift dealers to purchasing customers are buying services, based on this distribution enterprises and production enterprise according to the different service object in the natural pattern division, no doubt, any one know gift industry, are bound to experience, the production and the sales division, in fact is from the present the purchasing and consumption caused by the separation of objective facts of conventional and practices.