A Study On The Marketing Strategy Of Siemens Side By Side Refrigerator In Xiamen

This dissertation focuses on study on the marketing strategy of the new Side by Side refrigerator made by Bosch and Siemens Home Appliance company (BSH) in Xiamen market. The dissertation makes an analysis on BSH company current marketing strategy and the problems and challenge. Eventually, I give some proposals about the marketing strategy of the side by side refrigerator. Being based on my studying marketing theory and consumer behavior theory, I analyze the Xiamen inhabitant consume needs and local culture. Then I take an analysis on BSH company current marketing strategy according to 4Ps theory. The final conclusion is that the home appliance market is in good situation in China, the development of the side by side refrigerator will be a bright future in Xiamen area, BSH company have good performance currently and have to face to full of the competitive challenge and opportunity. In addition, the proposals of the market strategy are BSH company change product appearance according to consumer's individuation preference and fashionable needs; BSH company should maintain the pricing strategy and make a highest level product positioning; BSH company should maintain the good relationship with terminal chain store and try to cooperate with new dealers; BSH company should take advantage of fashion or real estate magazine actively in order to expand the SIEMENS brand influence; BSH company should pay more attention to create chance to improve employees' ability and establish effectively incentive system.