Study On Domestic Marketing Channels Of Galanz Household Appliances

At present,the outlook of China's home appliance industry is positive,but the competition is more intense.In order to be in a dominant position in the competition,the Galanz needs to optimize its original marketing strategies according to its specific circumstances.Based on marketing theories,this thesis first summarizes the home appliance industry from the external macro environment and industry competition,then points out the main problems on the basis of a comprehensive analysis and research of the current marketing strategies of Galanz.Next this thesis proposes specific optimization measures: firstly,Galanz profoundly subdivides the market segments,develops differentiated products,and implements multi-brand strategy;it perfects service system and improves customer loyalty.Secondly,Galanz makes scientific price in line with its five industry groups-maintains low prices in the microwave industry,implements low-cost strategy in the fixed-frequency air conditioning field,releases innovative products in the field of variable-frequency air conditioner with the price strategy from the price war to value war,adopts low price strategy in life appliances to participate in market competition,abandons the price war in ice wash industry to integrate technical fields and marketing channels,and employs penetration pricing in kitchen and sanitary products as they are new to the field and has large demand elasticity.Furthermore,Galanz broadens its own channels,expands network marketing and television shopping channels,and establishes partnership marketing channel relationships with retailers.Finally,it forms a strong brand promotion media by increasing advertising investment and establishes early warning system of public relations crisis for corporate marketing.To ensure Galanz's new marketing strategy to get a smooth implementation,this thesis also proposes safeguards like strengthening the marketing team building,actively implementing internal marketing,continuing to promote the building of corporate marketing intelligence and developing high-efficient management information system.