Guangdong Galanz Company Marketing Strategy Optimization Research In The Domestic Market

Nowadays, the development prospects of the home appliances industry is good in China, but the competition is more and more intense. Guangdong Galanz Group Co., Ltd., needs to optimize its current marketing strategy according to the environment and specific situation of the company for its dominant position in the competition.The paper based on the relevant marketing theory to summarize the home appliances industry market from two aspects including the external macro-environment and competition situation of domestic home appliances industry. Through the comprehensive analysis of the current marketing strategy of Guangdong Galanz Group Co., Ltd., the paper points out the existing problems. In response to the problems, the company needs to segment market deeply, develop differentiated products and implement multi-brand strategy; perfect service system, improve customer loyalty, and set up reasonable pricing strategies on its five industry groups:the company should maintain low price strategy on microwave oven products; carry out the low price strategy on constant frequency air-conditioners and launch creative product on convertible frequency air-conditioners to enhance value; in the field of household appliance, the company should adopt low price strategy to participate in the competition; the company must give up price war, pay more efforts on R&D and marketing channel for its refrigerator and washing machine products; as a new entrant, it has to use market-penetration pricing for its kitchen products. Also, the company must broaden its own marketing channel, enlarge network marketing and TV shopping channel and build up partner relationship with its retailers. Then, the company must increase investment on advertising to form a strong advertising media mix, and establish a marketing crisis early warning system. At last, the paper presents necessary supporting measures of the marketing strategy, including developments of marketing team, effective marketing intelligence system and management information system of the company.