Research On Marketing Strategy Optimization Of Household Cleaning Appliances In JY Company

With the increase of disposable income of urban and rural residents in China,people's living standards and the quality of consumer demand have been continuously improved.At the same time,as early as the 1990 s,China has become an important production base of small household appliances in the world,and in recent years,the cycle of technological upgrading has been shortening,and product prices have been more and more cheaper.All these have promoted the vigorous development of China's electric appliance market.By 2018,the market size of domestic appliances market in China had exceeded 850 billion yuan,an increase of nearly 8.0% over the same period of last year.However,the increasing environmental pollution problem makes people pay more attention to the improvement of living environment,especially indoor living environment.Cleaning appliances,which have gained more significant development opportunities in many household appliances,are also facing more and more intensified competition challenges.In this context,more and more household cleaning appliances enterprises begin to attach importance to and think about the use of scientific and reasonable marketing strategies to enhance the market competitiveness of their products.Based on the background of great opportunities and challenges in the current household cleaning appliance industry in China,this paper comprehensively considers the new product marketing innovation mode,especially the trend of the integration of O2 O,and chooses the household cleaning appliances of JY Company as the specific research object.Firstly,this paper combs the relevant literature and expounds the relevant concepts,theories and research results by using the method of literature research;secondly,based on PEST and Porter's Five Forces Model,it analyses the macro-background and industry status of the product marketing;On this basis,using the questionnaire survey method,through a large sample questionnaire survey of the existing consumers,potential consumers and marketing managers of the product,as well as the analysis of the survey data,to explore the future direction of marketing management work;secondly,it uses STP marketing strategy and 4Ps framework to analyze the conditions and specific measures of the product marketing management.It is found that the marketing management of JY company's household cleaning appliances urgently needs to be improved in four aspects: marketing attention,innovation of marketing concept,channel expansion and promotion ability.Therefore,this paper finally proposes to establish and innovate the marketing concept of household cleaning appliances,integrate online and offline marketing channels,multiple combinations and actively innovate promotion methods,establish and improve the optimization strategy of marketing information management system and related safeguard measures.The significance of this paper is to use a variety of research methods and theoretical frameworks to comprehensively and thoroughly analyze the internal and external situation and problems of JY company's household cleaning appliances marketing,and then put forward targeted,innovative and effective optimization strategies and safeguards,with a view to providing useful reference and reference for JY company's household cleaning appliances production and marketing business and the marketing development of similar enterprises.