Study On Marketing Strategy Of Haier Industry And Trade Company In Lanzhou

Recent years,due to the deceleration of GDP and the fulfillment of popularizing household appliances to the countryside,the market requirement has been shrunk severely,and the fierce competition and homogenization make the matter worse.The whole environment of household appliance market has been in the tank since 2014,which leads to an obvious sales growth drop.As a result,how to keep surviving in this winter time has become a significant question to the household appliance enterprises.This thesis takes the Haier industry and trade company as an example.Through deep interv iews with the basic and middle level staffs of marketing management,the thesis separately analyze s current marketing environment and marketing strategy by using PEST and SWOT analysis tool s;with the application of STP marketing strategy theory,the market segmentation and target mark et location has been worked out;the strategy optimization,which contains Product,Price,Place,a nd Promotion,a total of four aspects,has been made by the conduct of 4Ps marketing combinatio n theory.The final results and suggestions in this thesis,might be helpful to modify the company st rategy,advance the overall marketing level and finally make an enhancement of the comprehensiv e competitiveness of the company.