Research On The Marketing Strategy Of Household Electrical Appliance Enterprises On The Network Environment

With the development of Internet technology, convenience and security of online sales and online payment gradually increasing,and China’s infrastructure continues improving, the network has been throughout every corner of our life, shopping on the Internet has become an integral part of the life of our residents in. The development of China’s macro economy and increase the income of the rural residents so that China’s home appliance market has ended the unbalanced state of long relied on urban residents’ demand pull, the rural household electrical appliance market position in the sales of home appliances in the market began to rise.Especially on the environment of network, household electrical appliance enterprises from product sales channels and product promotion means can afford to ignore the power of the Internet, in the macro background, household electrical appliance enterprises should according to their own available resources and favorable conditions, timely change the marketing concept, re adjust and develop new marketing strategies to adapt to the development of in the new situation. This paper to the dragon home appliances as an example, the paper discusses how to dragon home this new white appliance production enterprises adjust train of thought in the network environment, change the marketing concept, develop and adapt to the actual situation of the enterprise marketing strategy.In this paper, from the actual situation of Feilong appliances, according to the office of internal and external environment, the specific circumstances of the use of PEST model, Potter’s five forces competitive model to analyze the external environment, and then from the operation, the overall situation of production and sales situation and financial situation of comprehensive discusses Feilong appliance internal environment, based on the use of SWOT analysis methods, advantages and disadvantages of the present enterprises face the opportunities and challenges, so that, the enterprises should adopt active marketing strategy under the environment of network, the use of their own advantages, seize the opportunity, improve profitability and core competitiveness of enterprises, and promote the further development of enterprises.On the basis of overall marketing strategy, the use of 4P analysis, the implementation of the marketing strategy for the corresponding strategies from product, price, sales and promotion four aspects, and through the adjustment of the position and function of network sale, ease the contradiction between the new sales channels and traditional sales channels, has been clear about the emerging sales channel status, pointed out the direction for the development of enterprise product marketing in the network environment.