Research On Differentiated Marketing Strategy Of Household Appliance Under Internet

In the present, the development of information and technology make internet spreading world widely. it changed people’s lifestyle, working style and studying progress deeply. In the meantime,with the internet using spread, the advantage of online shopping have been stressed and to be an important way to shop gradually. Household electric appliance have been a key industry in china’s economy. It is an important role in the development of china’s economy, the development paths are almost the same, the competitions in household electric industry are intensive, duo to the rapid development of internet, online shopping now become the most popular way to shop, how the household electric machines achieve marketing in a rapid developed internet environment is very important.At first, this article introduced the development of foreign marketing theory systematically, summarize and outline the current situation of china’s marketing theory research. Secondly, the article made internet marketing a premise that to study the tycoon of this industry---enterprise H. Analyzes the status of the layout through internet in this enterprise currently, to further use PEST and SWOT to analyze the marketing environment of H company. further more, with this condition through internet and to be based on the advantage and opportunities of H enterprise, analyzing what two new marketing areas should household electric industry handle in internet condition by using STP theory, which are market household arts making and market intelligent household. Finally, on the basis of above research, this paper proposed under the condition of Internet appliances in product, price, channel, promotion and service five aspects should be respectively formulate the differentiation marketing strategy. In terms of product launch customized products and intelligent household products. Keep the high quality high price price, through value for the customer to make up for the price. In terms of channels online consolidate offline is perfect, we should try to be the perfect combination of online and offline. Expand the scope of their membership promotion aspect, and accurate ad vertising. Service first to hold three or four line city, and perfect pre-sale, sale and after-sale service.To summarize all of the above, this article by setting off H company, analyzed the advantages and disadvantages and the potential opportunities would be handling of household electric companies. Mentioned the key markets for development at the follow-up stage as well, improve the vice of previous bibliography approach. on the other hand. Further mentioned how to make the differentiated strategies in products,prices, promotions, services and channels of household electricit y through internet environment condition. It made the contributions of theories and practices areas in this industry.