Research On Marketing Strategy Of Household Appliances Of L Corporation

With the economic development and human life demands improved in recent years,household appliances market competition is becoming more and more intense.Domestic household electric brand,product differentiation significantly,every level products similar products are more competitive products.As a well-known domestic brand,its product line is very comprehensive,involving all areas of household electric.L companies in the country of the household appliance sales into the bottleneck,competitors continue to increase,the product update speed rising.Production mode and product line have put forward higher requirements.L company current situation is very severe,the need to clarify the current problems,the use of their own advantages,develop more rational and effective marketing strategies and marketing programs in the increasingly fierce competition gain an advantage.This paper through the case form,takes L company as the research object,carries on the household appliance marketing to carry on the analysis research.First of all,this paper on the basic situation of L company,the main business products,operating conditions,the internal and external environment and the company's operating conditions were fully introduced.and L company household appliance marketing strategy for the main line of research,L company current marketing situation and the specific marketing problems faced by a detailed analysis shows.In this paper,we used the PEST model and SWOT analysis tools to analyze the macro environment and micro environment respectively,and the advantages and disadvantages of the company are expounded in detail.Thirdly,this paper makes a market segmentation of the household appliance,and then determines the target market of the company after the market evaluation,and carries on the market localization for the target market of L company.According to the target customer of the boss electrical appliance,combined with the present situation of the company,the 4PS and 4CS marketing theories are used to optimize the customer,cost,convenience,communication,channel and agent management mode respectively in view of the shortcomings in marketing strategy.The implementation of the optimization program security system.This article based on the actual case,when the household appliance enterprise marketing in the typical problem analysis and study.The article introduces the scientific marketing management theory and method,puts forward the scientific and effective solution to the problem of household appliance marketing.This can provide a reference for the marketing of the household appliance enterprises.