石材外贸企业的生存之道：如何在谷歌广告竞价与B2B平台间寻找突破
传统石材外贸的困境与转型
The Dilemma and Transformation of Traditional Stone Export
2014年10月11日，《海西石材》杂志特约记者邓小忠在厦门与Y石材公司（化名）陈总进行了深入交流。作为石材外贸行业的资深从业者，陈总道出了当前行业面临的严峻挑战。
On October 11, 2014, Deng Xiaozhong, a special correspondent for "Haixi Stone" magazine, had an in-depth exchange with Mr. Chen, general manager of Y Stone Company (pseudonym) in Xiamen. As a veteran in the stone export industry, Mr. Chen revealed the severe challenges currently facing the sector.
市场透明化带来的利润危机
Profit Crisis Caused by Market Transparency
"现在石材价格非常透明，客户甚至比我们还清楚行情。"陈总无奈地表示，"传统依靠信息不对称赚取差价的时代已经结束。"
"Stone prices are now very transparent, and customers even know the market better than we do," Mr. Chen said helplessly. "The era of making profits through information asymmetry is over."
谷歌广告竞价推广的机遇
Opportunities in Google Ads Bidding Promotion
面对传统B2B平台日益激烈的竞争，石材外贸企业需要开拓新的获客渠道。谷歌广告竞价推广成为重要选择：
Facing increasingly fierce competition on traditional B2B platforms, stone export companies need to explore new customer acquisition channels. Google Ads bidding promotion has become an important option:
1. 精准定位：通过关键词定位全球石材采购商
1. Precise Targeting: Target global stone buyers through keywords
2. 成本可控：按点击付费，灵活控制预算
2. Controllable Costs: Pay per click with flexible budget control
3. 品牌建设：提升企业国际知名度
3. Brand Building: Enhance corporate international visibility
石材外贸人的坚守之道
The Persistence Strategy of Stone Exporters
尽管面临诸多困难，石材外贸人仍在坚守。厦门希恩公司邓小忠指出："客户看中的是信用的长期积累。信用虽然无形，却是最宝贵的资产。"
Despite many difficulties, stone exporters persist. Deng Xiaozhong of Xiamen Xi'en Company pointed out: "What customers value is the long-term accumulation of credit. Although intangible, credit is the most valuable asset."
差异化竞争策略
Differentiated Competition Strategies
1. 专注异型加工等高附加值产品
1. Focus on high value-added products like special-shaped processing
2. 加强服务能力，提升客户粘性
2. Strengthen service capabilities to enhance customer loyalty
3. 利用数字营销开拓新市场
3. Utilize digital marketing to explore new markets
石材外贸行业的转型之路虽然艰难，但正如邓小忠所说："机会不是等来的，而是做出来的。唯有创新和实践，才是生存的根本法则。"
Although the transformation path for the stone export industry is difficult, as Deng Xiaozhong said: "Opportunities are not waited for, but created. Only innovation and practice are the fundamental rules for survival."
