Study On Assortment Optimization Strategy Of Huludao Household Appliances Products

Product assortment optimization study is to examine how to configure the limited resources into the effective product assortment to maximize economic benefits.According to the"diagnosis-adjustment-optimization" logical main line,this paper research is conducted.Huludao household appliances as the research object,literature analysis,quantitative analysis,theoretical analysis and market research as the study methods,the research focuses on the current situation of Huludao product structure and the problem of business unit,and comes to the specific adjustment direction of product structure as well as optimization strategies.The conclusions are following below:1)Introduce the profile of household appliances and current development situation of business units in detail.Through the use of the modified Boston Matrix,it builds appliances department structure model and diagnoses the product assortment imbalance contradictions that the company exists now.2)Use STP and SWOT analysis and market research method to deeply analyze two types of product business units which need to be adjusted.Decompose the strengths,weaknesses,opportunities and threats which the company faced,subdivide the department store segment of household appliances target market,and orientate the products and services which the enterprises need to provide in the target market exactly.3)Based on the diagnosis and analysis results,four aspects including product,price,place and promotion are proposed as specific optimization strategies.