Research On European&American Marketing Mix Strategy For Kisense Household Appliance Co.,Ltd.

Since the reform and opening up to the end of2007, Chinese foreign trade industry has developed rapidly. China has become a large export trade country from a small one. A variety of industries and many types of enterprises have been booming.Small home appliance is part of the export products. The reform and opening up of more than30years also promote its continuous development and growth to maturity. While the financial crisis of2008brought the great influence to Kisense small home appliance company, how to develop the new market, especially for European&American market becomes the main concern of company. Therefore, in order to improve the sales volume for export, increase the profit for company, we have to adjust our marketing strategy, develop European and American market, make the new progress on marketing mix strategy.In this article, we have use the correlation theory of both international marketing strategy and marketing management with the way mixing theory with practice, and have learnt from the success stories of the international marketing of small household electrical appliance enterprises.We have put forward to the new strategies of marketing in Europe and America market by the analysis of the current international marketing situation and the problem that Kisense household electrical company faces. First of all, America, Canada, Norway, the United Kingdom, the Netherlands and so on are selected as the target market by sub-divising geographic location, lifestyle, income and other factors on the European and American markets; Russia, Ukraine, Mexico, Colombia and so on are selected as the target market of gas water heater; Russia, Ukraine, Argentina and so on are selected as the target market of electric water heater. Secondly, marketing strategy-competitive strategy suiting for this company is selected by positioning the target markets on the way of innovation, customer interest difference and institutionalization. Finally, we put forward to new marketing strategies on the way of product, price, place, promotion by focusing on the product marketing positioning and the selected marketing strategy.On the Product strategy aspect,we should develop products with innovation and core competition to meet consumer demand of the customers at multiple levels and to improve the overall value of the product; On the aspect of Price strategy, we should use the cost-oriented, differential pricing strategies according to the market and consumers;On the Place strategy aspect, according to the problem in the place aspect,the establishment of overseas representative offices are promoted and we should strengthen the marketing team building, the proportion of direct export strategy should be increased. On the aspect of promotion strategy, we should highlight the show, the role of online advertising, a comprehensive personnel marketing strategy. Meanwhile, for protecting the successful implementation of the new market mixing strategies, a number of safeguards are promoted.Market environment becomes complex and varied, Hope that the new marketing strategies can bring the new idea to this company by the way of study on this thesis, helping this company to open more markets in short time, improving the market share of products in the market. While, it is also providing the actual reference value to other companies that have to open international market.