Research On Marketing Policy Of RRS Household Appliance Sales Co.,Ltd

The period of 13 th Five-Year Plan is the decisive stage in finishing building a moderately prosperous society in all respects.China's economic development has entered a stage with better economic form,more complicated division of labor and more reasonable economic structure.Under the influence of supply-side structural reform and the policy of expanding gross demand moderately,our economy has stepped into a state of new normal with the slowdown in economic growth,adjustment of economic structure,as well as the change of the way and major engine of economic development.It is shifting gear from an extensive model that emphasized scale and speed to a more intensive one emphasizing quality and efficiency in economic growth,from quantity increase and capacity expansion to stock adjustment and increment optimization in economic structure,from the traditional economic growth point to the new one.The household appliance sales industry faces great opportunities and challenges now.The household appliances enterprises will not have a sustainable development in a long term unless they adjust marketing strategies timely and accurately.With the development of science and technology,the household appliances change rapidly.So the household appliances enterprises not only increase their spending on product research and development,but also innovate marketing strategies.How to satisfy customers' new demand of products and consumption patterns is the problem that every household appliances enterprise must face and deal with.In the effect of the marketing environment of household appliances,RRS Household Appliance Sales Co.,Ltd.performed poorly on corporation operation.This paper aims at formulating marketing mix strategies in order to increase its sales quantity.Belonging to the Haier Group,RRS Household Appliance Sales Co.,Ltd.takes responsibility for the promotion,sale and delivery of household appliances in Yantai market where is a significant part of Haier's sales network in Shandong Province.This paper provides ideas and strategies for RRS's marketing activities and has a referential significance to the marketing management of similar companies.First,based on the marketing mix strategy,this paper finds some marketing problems in RRS after analyzing its sale situation.Second,this paper analyzes the marketing environment of Yantai systematically by SWOT method.Finally,according to the current marketing environment,this paper makes appropriate marketing strategies for RRS in order to improve the sales performance effectively.