| Smart home is a new and modern information technology to support emerging industries in the 80’s of last century. At present, the application of smart home products are still concentrated in some high-end customer base, non of the company have the absolute market share. However with other industries, such as construction industry, catering industry, sales compared to the industry, the marketing of the manufacturers of smart home is specialized, integrated and standardized characteristics, in recent years with the rise of the mobile Internet economy, more and more Internet companies and domestic trying to transition of small and medium enterprises to smart home industry to enter the, the tendency of smart home mobile internet marketing is more and more prominent, and with the mobile internet promotion is more and more striving, the smart home mobile Internet development is irresistible. Grandland Group Is the decoration top three enterprises, Fortune 500 enterprises in China. In recent years, to further expand the scope of business, expand the company’s industrial chain, cultivate new revenue growth, by Grandland decoration parent company to rely on, was set up Grandland Intelligent Technology Co., Ltd., formally enter the smart home industry intelligence is a focus in the smart home as a whole solving scheme of intelligent home and ecological construction of innovation oriented enterprises. The company’s mission is:to improve the living environment, so that life is more intelligent and more beautiful.Company rely on to the parent company in refined decoration residential areas of resource advantages, wide world of excellence, the core team members from a gleam of China’s mainland and Hong Kong high-tech company. The company has the industry leader in software and hardware R & D and design strength, cordial graph Turingcat series of control, a knob, a sensor smart home products. Its intelligent household brand figure Turingcat smart home is the first and decoration company with deep cooperation customized intelligent home product model, in order to reduce the burden of a user in the installation and distribution process and increase the degree of intelligence. Through the Internet to connect all the portable home appliances, and for a variety of non remote control appliances to make its connectivity with the improved program. The figure Turingcat smart home products can be connected on the market more than 95% of household electrical appliance, users of the new and old home appliances can be connected to the Internet. Turingcat aim at star hotel, high-end residential, commercial complex, large-scale venue intelligent system to create software and hardware solution, the real significance of realized allowing the return to experience technical service, give users a unique smart home experience.However, in recent years, the company has been operating in the company’s turnover growth can not reach the expected value of this major problem. The problem caused by poor management of the company to complete the business plan is expected, which reflects the Grandland intelligent market share reduced year by year, intelligent home product awareness, acceptance and purchase degree of relatively slow growth trend, at the same time, the lower the enterprise and product visibility will form market resistance. Leading to the reduction of product market share, the company staff to reduce the dividend, in a great impact on the company’s rapid and healthy development.With the advent of the era of mobile Internet, mobile internet marketing for the smart home industry is huge, the mobile internet marketing development present situation on four efficiency, in other words, product visibility effect, the user experience effect, product effect effect and efficiency in the use of the effect. At the same time, mobile internet marketing for the smart home have five major advantages:conducive to smart home business to obtain future product competitive advantage, is conducive to intelligent home products reducing all kinds of cost, to expand the network user group, making the smart home product information transmission speed, making smart home products shopping convenience, speed up the mobile internet marketing the speed and scope of radiation.Based on this, this paper to Shenzhen Grandland Intelligent Technology Co., Ltd. (hereinafter referred to as "Grandland intelligence") in the mobile Internet development background of marketing strategy optimization as the theme of Grandland intelligent current operating conditions such as product development and product and company’s marketing environment and raise in the context of mobile Internet, and improve the methods and paths of company marketing strategy. For example, SWOT analysis of the company’s development advantages: product performance has certain advantages, product line streamlined and efficient, high starting point of the design standard, decoration industry advantages. Development disadvantage:the high cost of the product technology Learning, the limitation is strong, the brand awareness is low. Development opportunities:smart home overall market demand is strong, the industry is increasingly mature, technological innovation also means that the arrival of smart home. Threats:Currently, the market is a certain "irrational booming", the upper reaches of the real estate industry is facing the threat of recession, traditional furniture and appliance installation technology development slowly. According to the survey and analysis, resulting in less than expected the main reason for the growth of the company’s turnover is the product marketing way aging, product type is single, the product price is high. The company is still using the traditional marketing mode, the mobile internet marketing mechanism is not perfect. The these problems proposed corresponding strategies, Grand intelligent advice make full use of the advantages of the mobile Internet and traditional channels of corporate innovation, active use of lynx, JD Mall, Suning and other electronic business platform. Change the traditional marketing methods, targeted selection of key network media to promote products, smart use of network event marketing, strengthen the experience and channel relationships. Strong mobile internet marketing:such as the use of enterprise microblogging marketing image, using micro precision marketing, use of mobile search, browser to improve Internet company visibility, using mobile video communication company culture and value concept and carry out other mobile applications to cooperate; in addition, the implementation of positive product development strategy; finally, according to the era of mobile internet marketing background, to carry out with competitive product pricing strategies, such as to reduce the cost of the product, clear product pricing, take differentiated pricing. Improve the level of the company’s product experience, expand the company’s product line, meet the needs of different levels of market in the context of the mobile internet. To the greatest extent to solve the company’s current development of the main problems encountered. |
PDF Full Text Request