Marketing Diagnosis For DH Business Consulting Co.,Ltd.

With the ending of policy 'Household Appliances down To Country' and 'Energy Conservation Subsidy of People Benefit',the competition becomes more and more intense.Giving marketing getting surplus,city market nearing saturation,and as a result of income gap between city and country,low side household appliances playing the main role of country market.Looks back at 2014,price war,conceptual speculation and many other means,but seems helpless on getting out of marketing difficulties,selling keeps decrease,company now facing rigorous marketing trial.As selling company in Dalian under Haier Group,DH Business Consulting Co.,Ltd.following development strategy of Haier group,keeps over 20%increase every year.But under the situation of the whole market,selling volume and profit appears decrease,this is to say,marketing met some problem on marketing,and this is quite representative in the whole household appliances industry.Here we take DH Business Consulting Co.,Ltd.as diagnostic object,using theory of marketing environment,4P marketing theory,through analyze current external market environment,internal environment,enterprise architecture,normal marketing mode,and etc..Find out the marketing problem facing:marketing mode not conform to current market circumstances,marketing department does not play the due role,can not unify retail price for each channel,marketing mode and incentive system to be innovative.Present using membership system to increase sticky users,balance selling channel through benefit sharing,finally using 'Grab Order' as the market expansion suggestion.Giving a reference case for other companies who is facing same marketing problem as DH Business Consulting Co.,Ltd..