Research On Network Marketing Channel Of XF Appliance Enterprise In New Retail Era

New retail is a kind of online and offline seamless docking,with the rapid development of economy and science and technology,as well as the coming of the era of big data,can grasp the real economy as soon as possible and the fusion of network marketing,is each enterprise urgent task.XF appliances from a predicament strives for the survival of the township enterprises to the market to win a place in the refrigerator,but now the co-action,in recent years been shut down,had to submit to the government because of poor management restructuring application,with the choice of the ways of marketing channel and has important connections.Nowadays,successful enterprises often use multi-channel marketing,that is,in a certain market area,two or more marketing channels are used to approach the customer group.Such as the HP customer group is divided into four types,large customers,medium customers,small and smaller customers,with sales marketing,telemarketing,direct mail,and retailers,at the same time through online sales of specialized products.Under the current situation,it is the key to the development of XF appliances and the whole home appliance field,to promote its sales innovation and to guide home appliance enterprises to integrate different sales channels.The paper is divided into five parts.The first part is the introduction,discusses the topic,research background and significance,establishes the research content and research method,and finally summarizes the innovation and deficiency of the research.The second part describes the case objectively.This paper introduces the basic information of the XF appliances and analysis,analysis the SWOT environment factors,and from the channel management present situation,the combination of online and offline sales,target market and logistics management from several aspects the causes of sales problems.The third part of XF home appliance is case analysis,through analyzing the relationship marketing,analyzing the online and offline sales situation,analyzing the distribution network,and finding out the problem to propose the solution.The fourth part,according to the theory of 4 r marketing strategy,integrated marketing mode of IMC theory,emphasizes the importance of online and offline services,and finally on the previous promotional products and after-sales service to present an opinion,for the XF appliances integrated marketing ideas and specific solutions for improvements.The fifth part is the summary of the full text.By presenting and analyzing the network marketing channel of XF group,the corresponding improvement measures are put forward.Firstly,we should combine online marketing with offline physical marketing activities,and make different marketing plans for different groups of customers.Second,adjust the offline service and after-sale to form a complete marketing process.Third,establish and improve the official website,improve logistics distribution,enhance service awareness.Fourth,the impact of online sales of home appliances will become more and more important,and home appliance manufacturers must attach great importance to network marketing.Fifth,in order to get the marketing channel and price in the market,the appliance manufacturers must increase the strength of the brand official mall and increase its sales.