Research On The Improvement Of CW Group’s Color TV Marketing Strategy Under The Background Of Mobile Internet

Under the background of the rapid development of mobile Internet technology,CW Group’s color TV has experienced a decline in performance and a slow expansion of market space.Its existing marketing strategy can no longer meet the needs of consumers,so it is necessary to accelerate further integration into the development trend of mobile Internet.On the strategic level,color TV companies should keep pace with the times,keep pace with the pace of consumer change and quickly adapt to changes in the market environment;on the marketing thinking,they should gradually change from the traditional marketing mode to the full channel layout,and pay more attention to the needs of consumers,through communication with consumers to enhance consumers’shopping experience,so as to build a good consumer relationship.With the user ecosphere;in the sales channels,color TV enterprises can not regard the network channel as the extension of the product sales channel on the network,let alone use the development ideas of the off-line channel to do e-commerce,then the long-term sustainable development strategy of enterprises will be unsustainable.The Nineteenth National Congress proposed to promote the integration of Internet,big data,artificial intelligence and real economy,so as to further accelerate the process of business integration of mobile Internet technology and many enterprises.In the rapid development of online shopping environment,the cooperation between household appliances enterprises and e-commerce is increasingly close,e-commerce has become an indispensable channel for the sale of household appliances.In such a situation,traditional household appliances enterprises have stepped into the field of e-commerce.Based on the theory of marketing,this paper takes the improvement of marketing strategy of CW Group color TV under the background of mobile Internet as the research object,through the analysis of its current marketing dilemma,finds out the reasons and gives suggestions for improvement.The development of mobile Internet provides more opportunities and platforms for communication between enterprises and consumers,and also provides more new ideas for the marketing model of enterprises,which also provides enterprises with excellent opportunities for transformation and development.According to the characteristics of China’s color TV market,the development of mobile internet,the national policy of urbanization and consumption upgrading in China,this paper analyses the actual marketing situation of CW Group’s color TV,points out the existing marketing problems,and analyses the reasons.Then,using the marketing theory learned,through comparative analysis of the advantages and disadvantages of CW color TV marketing environment,combined with the current characteristics of the color TV industry,analyze the marketing environment of color TV,put forward ways to integrate its various types of information,realize resource sharing and common development.The research method of this paper is mainly through the research of CW Group’s color TV distributors,interviews with the first-line market and managers,CW Group’s internal marketing strategy documents,second-hand data collection and research,as well as the analysis of large data provided by the third party,etc.It analyses the marketing strategy of CW Group’s color TV,finds out the advantages and disadvantages of the existing marketing model,and puts forward CW Group’s internal marketing strategy documents.Suggestions on improving the marketing strategy of group color TV under the Internet situation.Finally,through the analysis of CW Group’s enterprise capability,this paper studies the improvement of CW color TV marketing strategy and specific measures to implement the safeguard strategy under the mobile Internet situation,in order to promote the rapid development of CW Group’s color TV,and also provides reference for color TV enterprises to realize the promotion of enterprise’s efficiency and sustainable development of enterprise’s scale through the improvement of marketing strategy under the background of mobile internet.Through the research of this paper,on the one hand,it is helpful for CW color TV to seize the competitive opportunities brought by the mobile Internet era,,through improving marketing strategies,implementing marketing transformation and establishing long-term development advantages,which has certain guiding significance for the marketing practice of CW color TV;on the other hand,it is helpful for traditional enterprises to participate in the industry competition in the mobile Internet era with new ideas and new models.It has certain reference significance.Chinese style...