Research On Fashionable Electronic Product Marketing Strategy Based On The View Of Consumer Behavior

Under the unique background of China market, the fashionable electronic products are more popular. With the shifting of consumer consciousness, this industry has a good market prospects, but also faces many challenges. Chinese fashionable electronic product market is still not mature, many brands are not fully involved in this industry. Consumers are changing their consumer consciousness, but our consciousness are are a long way behind European and American markets.Oregon Scientific, established in US, is a worldwide fashion brand, wich focuses on production and sales of fashionable electronic products. Oregon Scientific achieved good performance in overseas markets, but failed in the domestic market for eight years. In China, Oregon Scientific met many development bottlenecks and had bad performance.This thesis takes Oregon Scientific's product for example. I explore and research characters of fashion and fashion consumption based on comsumer behavior. Meanwhile, through research on model of EKB consumer behavior, traditional marketing strategy, experience marketing, brand difference strategy, etc. I understand consumer behavior through market investigation. Based on the actuality of Oregon Scientific fashionable electronic products and actuality of enterprise marketing, and simultaneously, according to the actual resources and results of consumer behavior research of enterprise, I make marketing strategy through aspects of brand, product, channel and service. Thus, Oregon Scientific's electronic fashionable product can play up to consumers behavior and get consumer's good grace, expand the popularity of brand, increase market share and will have a good future in Chinese market.