Marketing Diagnosis And Improvement Study Of T Household Appliance Corporation

Color TV industry is a comparatively well-developed industry in China. Homogeneity of its products and marketing pattern causes the frequent use of price means by enterprises and vicious competition in the industry which keeps most industries at a small profit and even at a loss, so the traditional marketing pattern has gradually ceased to be effective. In order to deal with the complex and fast-changing competitive environment, enterprises should choose strategies that are more flexible, efficient and innovative marketing to meet new challenges and opportunities.Under this circumstance, T Household Appliance Corporation has problems such as sluggish sales growth, excessive reliance on price war, high operating cost of marketing channels and low response to the marketing activities. The problems T home appliance enterprise must deal with at the present stage include how to change the marketing concept, how to make good use of its various resources and how to make effective marketing strategies. By solving these problems, the corporation will be able to overcome its original development bottlenecks and achieve its sound, rapid and stable development.This paper firstly expounds the background and significance of the study on the marketing diagnosis and the improvement of T Household Appliance Corporation. It summarizes the research content, research method and technical line of the article and obtains the general idea of marketing improvement strategies of T Household Appliance Corporation based on the literature review on the marketing experience and the marketing of household appliance. Then, it analyzes the marketing situation of the corporation, and concludes that T Household Appliance Corporation has problems such as lack of novelty in its marketing pattern, lack of vitality in marketing channel, single way of interaction with consumers and limited brand influence promotion. And then, the paper goes into the causes for these problems. Through a synthetical analysis of the external macro-environment, the industrial competitive situation and the internal state of operation, it targetedly puts forward the concept of 4E marketing strategy based on experience and gives suggestions on aspects such as marketing strategies of product experience, visible and invisible channel expansion, customer value promotion and brand trust in order to make a success of the marketing strategy of T Household Appliance Corporation and promote the market competitiveness of the corpaortation.In this paper, the marketing strategy diagnosis of T home appliance enterprise and the establishment of 4E marketing strategy based on experience are aimed to provide an idea for color TV enterprises of the same type, create more product and service experience which meet the requirements of consumers and increasingly promote consumer value in ways that make enterprises more focused on the transformation of consumers’ needs so as to obtain consumer loyalty and provide references for successful enterprise marketing.