Research Of Market Strategy For Kitchen Appliance Of Robam

With the rapid development of economy and the progress of science and technology, kitchen appliance market develops rapidly in China. In kitchen appliance market in China, foreign brands of kitchen appliance are mostly the high-end products, while the domestic brands of kitchen appliance include high-end, middle-end to low-end products, covering the whole kitchen appliance products line. Foreign brands of kitchen appliance are represented by Siemens and Electrolux, while the domestic brands of kitchen appliance form the first echelon of kitchen appliance industry in China by ROBAM, FOTILE and VATT1. In the first echelon of kitchen appliance industry, each brand has its own competitive advantage, but the homogenization competition problem of the kitchen appliance industry products still exists. In the field of kitchen ventilator in China, though the ROBAM appliance maintains the sales leader for sixteen consecutive years in 2014, the ROBAM appliance needs to face greater challenges in order to achieve the whole first in kitchen appliance industry. How to give full play to the core competitiveness of enterprises, and stick out from the numerous competitors becomes a pressing matter of the moment for the ROBAM appliance’s decision-making layer.Firstly, the general situation of kitchen appliance industry in China is discussed from three aspects including market conditions, competition and trend of development. Secondly, taking the ROBAM kitchen appliance marketing strategy as the main clue of research, the paper has carried on the inductive analysis on the present marketing situation of ROBAM kitchen appliance and the existing problems of marketing strategy. The PEST model and the SWOT analysis tool are respectively used to deeply analyze the macro environment and micro environment of the ROBAM kitchen appliance. And the advantages and disadvantages of the ROBAM kitchen appliance are elaborated. Thirdly, this paper determines the target market of the ROBAM kitchen appliance after carrying on market segmentation and market assessment, then carries on market positioning in view of the target market of the ROBAM kitchen appliance. According to the target customer of the ROBAM kitchen appliance, combined with the present status of the ROBAM kitchen appliance, using 4PS and 4CS marketing theories, the optimization schemes are proposed respectively in terms of customer, cost, convenience, communication, channels and management mode of agents, and a system to guarantee the implementation of optimal schemes is developed focusing on the existing defects in the marketing strategies of the ROBAM kitchen appliance. Finally, the paper shows the future prospect of the author to kitchen appliance industry in China.The conclusion of this paper is reached by based on the data and the results of the investigation which mastering the ROBAM appliance, and the author’s own shopping online experience of the products of ROBAM appliance, and by unifying the marketing theory and the base of the successful experience of part of kitchen appliance enterprises. It has certain reference significance to guide China’s kitchen appliance enterprises to make marketing strategy.