Research Based Optimization Of “Internet Customized Marketing” Strategies For RiZhao HuiEr Kitchen And Bath,LLC

"Internet +" strategy marks the beginning of all industries into a new period of development.The Internet era,consumer demand presents diversified and personalized features.The purpose of business is to meet the needs of society and to obtain more profits;and the essence of marketing is to create value for customers to meet customer needs.So "Internet +" and consumer demand as the paper the two most fundamental starting point.Taking Rizhao Huier Co.Ltd as the object of study,the paper focuses on the marketing strategy of the company,and makes a comprehensive optimization of the marketing strategy.The main contents of this paper include: First,from the macroscopic environment,the microcosmic environment and the SWOT analysis three aspects analyzed the company marketing environment.Secondly,on the basis of theoretical analysis,this paper analyzes the advantages and problems of marketing from four aspects: product strategy,pricing strategy,marketing channel strategy and promotion strategy.Problems are:(1)the lack of product market segmentation products,consumers can not meet the growing demand for diversified and personalized features.(2)Pricing Strategy.Blindly involved in price wars,the price strategy is not targeted,there is no clear face of different product categories and different consumer groups to take different pricing strategies or price increases will bring different results.(3)Marketing channel strategy.Still take the traditional distribution and direct sales channels,a certain degree of neglect of the Internet this new type of marketing channel platform.(4)Promotion strategy.There is a problem of low input-output in the promotion,and there is no emotional connection between the consumers,which can not effectively attract the consumers.Thirdly,The marketing strategy optimization design for the existing problems.The main conclusions are as follows: firstly,product strategy.Consumers buy not only the product itself,but to meet the needs of a certain brand story and bring the emotional experience.So,The author puts forward three kinds of designs,which are the modularization of kitchen and bathroom products and the online product experience based on consumer demand,to realize the customized purchase behavior,and to integrate the emotion and story into the product and establish the transition mechanism from product to brand.Secondly,marketing channel strategy.Customer needs are not only the experience of the product itself,but also the emotional experience throughout the purchase process.Based on this,I put forward the development of user experience App client.Thirdly,price strategy.The price should not only cover all the costs of the product itself,but also should take into account the potential costs of consumer psychology.Therefore,the author puts forward a pricing strategy based on customer perceived value.Fourthly,the promotion strategy.(1)In internet era,the product can give users the emotional experience is also very important to consumers today point.Based on this,the author proposed the establishment of interactive network platform and the use of customer database marketing strategy.(2)For the promotion there is a relatively low input-output,did not establish an emotional bond with the consumer.The author puts forward the strategy of integrating emotion into promotion.In addition,on the basis of the above four strategies,this paper puts forward the suggestion of introducing new products cautiously in view of the new product plan that Rizhao Huier Co.Ltd is discussing from the perspective of consumer psychological conversion cost.