The Research On Marketing Strategy Of Q Company’s Kitchen Appliance Products

Facing increasingly influence of global competition and international financial crisis, China’s traditional manufactures have encountered unprecedented difficulties and challenges. As one of the industries with highest degree of marketization, Kitchen appliance industry is facing the situation of reshuffle and integration. With Chinese government begin to encourage and facilitate the transformation of manufacturing industry from the national strategic level, how to adapt to the dynamic market development to make effective marketing strategy has become the priority for domestic kitchen appliance enterprises.Under the background, this research takes Q Company as research object and conducts depth investigation on its marketing situations, problems and difficulties, by combining the theoretical study and case analysis, as well as the author’s practice experience. First, this research conducts SWOT analysis to study the market environment, industry situation and internal capability, and the results show that Q Company should catch growth strategy. Second, this research further makes detailed sales tactics based on the STP triangle model from product, pricing, channels and promotion aspects. Last but not the least, this research provides the suggestions to guarantee the implementation of specific marketing/sales strategy, such as redesign the organization structure, manage sales team, form information system, and so on.This study tries to establish a tailored marketing strategy for Kitchen appliance companies by integrating the marketing management theory and practices. On the one have, the research helps to promote companies actively engage in the national manufacturing industry upgrading to achieve sustainable development, and to provide theoretical and practical experience for other firms with similar situation.