Research On China Marketing Strategy Of SM Company

SM company is the manufacturers of the world’s greatest cabinet brand in germany. Familial enterprise with a history of more than 80 years. SieMatic is the only brand. SieMatic is regarded as a "Rolls-Royce" hutch ark industry based on the German SM company’s marketing strategy as the research object, combined with the development of the luxury goods market in China. Adopt case analysis, comparative analysis, SWOT analysis theory and practice, this paper discusses methods of the German SM company’s marketing strategy has carried on the detailed introduction and analysis of the German SM company in China the shortcomings of original marketing strategy put forward Suggestions for improvement.With the continuous improvement of people’s living standard, part of China people become prosperous first began to pursue the quality of life. Foreign aristocratic way of life and the products they use and enjoy the service of domestic plute people began to imitate and enjoy. The demand for cabinet product but also to a new height. Because there are various brand of top class cabinet market abroad such as SieMatic, Bulthaup, Poggenpohl have expansion in China. In Beijing, Shanghai, guangzhou, hangzhou, Qingdao a second-tier cities, such as competition is particularly fierce. High-end luxury fine decoration project are divided by its. China become a household luxury market competition the main battlefield, n this paper, the German SM company in China marketing channels management, organization structure, development process and related industries. In the introduction to the theory of related part of the thesis, the author mainly introduced the domestic and foreign luxury product marketing management theory, the 4 p and 4 c theory and brand concept. In the analysis of the German SM company, the author used the PEST analysis method, respectively, from the political and legal environment, economic environment, social environment and technical environment of SM company in Germany and its current status quo of the Chinese market are analyzed in detail. And in combination with the German SM company the status quo of the Chinese market marketing strategy, has carried on the SWOT analysis, respectively from the strengths, weaknesses, opportunities and threats four aspects are analyzed. In Germany SM company’s marketing strategy optimization, the author emphasis from product strategy, price strategy, channel strategy and customer relationship management strategy has been optimized, puts forward the optimization and the main points of the scheme. These optimization measures to ensure the smooth implementation, the author also through a special chapter elaborated the marketing strategy to optimize the implementation of security measures. The final against Germany SM company’s marketing strategy and its products by sector and characteristics of rationalization proposal is put forward.As emerging luxury products imported, imported cabinet of marketing strategy is different with the traditional consumer marketing strategy, both from product, price, channel, consumer and so on each link, is different. In this paper, starting from the characteristics of luxury goods, with the actual enterprise as the research object, complement and development of the theory of industrial marketing management, has the strong theoretical significance. This paper has strong practical and guiding significance to the reality. This paper not only stay in the aspect of theoretical derivation, more rigorous data through the statistics and analysis, through detailed personnel interview, through on-the-spot investigation, to Germany and SM company cabinet with detailed information gathering, and extended to the whole industry of information gathering and analysis, to import cabinets and have mature understanding of market. Based on rigorous analysis, through the knowledge of marketing, draw conclusions and recommendations could be operated. So, this paper has strong practical significance. In addition this paper has strong reference significance. Whether Germany SM company, or the same type enterprise, can through the case analysis method and conclusions of this paper, put forward new ideas on the development of their own.