Study On Marketing Strategy Of Happy Go Based On The Different Customer Group

With the widespread of TV and the coming of virtual channel era, the newmarketing mode, TV shopping, will play a great role. Compared with developedcountry, there is a huge gap in terms of scale、profile, or the contribution to economy.One is the initial of TV shopping, most companys’short-term behavior makecustomers lose confidence; the other is that there exits big problem, not only TVshopping channel’s own marketing strategic planning, but also marketing mode.And all these reflect on the application of marketing strategies.This article takes the “Happy go”as an example, based on the4Ps theory, toanalyze the major question exits in the marketing strategic, and to design anoptimization. In particular，I think that it exits problem mainly in the selection oftarget market、credit、goods、communication、cost benefit and cooperation. In thefuture, If “Happy go” want to make up these defects, reverse customer’s sense andcontinue to serve as the leader of the industry, they must be optimized from goods、price、channel and marketing，and to meet the needs of different customers, besides, toattract potential. In order to further the market strategic of “Happy go”, and putforward a concrete suggestion, and to provide empirical support for how the differentgroups use different strategy, this article adopt the questionnaire. The mainconclusions are drawn as follows:(1) no matter what type of consumer groups, theirprimary concern is the product factors, including quality, variety, performance andcustomer service;(2) the remaining three marketing strategies for different consumerthe influence is not the same. Specifically, the core consumer groups focus on thepromotion and the channel, at the core of consumer groups focus on promotion, priceand channel, third consumer groups concerned about the price.In the further marketing strategy of “happy go”, this article suggests that:(1)Improve goods quality, expand product range, extending product performance,security products customer service;(2) the different consumer groups can bedeveloped in a different price;(3) payment flexibility, increase propagandist, strictprotection of consumer identity information, at the same time, improve the efficiencyof logistics distribution and the product distribution in the process of security;(4)aimed at housewives, students, consumers may purchase products should increasesales promotion strength, so that consumers can enjoy the largest discounts, but forthe vast majority of male consumers should be in the product more propaganda. Inthis paper, the relevant conclusion and policy suggestion also has meaning for otherTV shopping show.