Research On The Marketing Strategy Of TCL Home Appliances Group

With the deepening of global economic integration and the rapid improvement of science and technology level,the household appliances industry,which is closely related to people's lives,has developed rapidly.The scale of the industry is expanding day by day.Various new household appliances products are constantly emerging,and a new era of China's household appliances market is coming.With the rapid development of household appliances industry,product homogeneity competition is serious,and the market environment is increasingly severe.For household appliances enterprises,how to implement effective marketing strategies,expand the market share of products,and then obtain superior competitive position,is a major problem at present.TCL as a world-renowned electrical brand,has TCL multimedia electronics,TCL communications technology,home appliances group and other 10 business sectors,the product line is very comprehensive.Among them,TCL TV shipments have been in the top three in the world for two consecutive years,and the market share of air conditioning products ranks fifth in China.With the intensification of market competition and the acceleration of product renewal,higher requirements have been put forward for the company's technological innovation,marketing model and management system.In the face of the development trend of consumption,such as quality,high-end,health and intelligence,it is necessary for TCL to integrate its own advantages,formulate more reasonable and effective marketing strategies,and seize the market share of middle and high-end.Based on the 4P marketing theory and STP marketing theory,this paper takes the household appliances products of TCL Group Co.,Ltd.as an example,and according to its marketing status and marketing environment,puts forward the marketing strategy optimization suggestions from the 4P marketing strategy.Specifically,on the basis of a brief introduction to TCL Group,this paper uses Porter's Five Forces Model and SWOT analysis method to make a thorough analysis of the marketing environment of the Group's household appliances products,and then makes a detailed analysis of the status quo of the Group's marketing strategy from the aspects of target market determination and market positioning,as well as marketing mix strategy,and excavates its marketing problems and causes.Finally,based on 4P marketing theory,marketing optimization strategy is put forward.In this paper,starting from the practical application problems,typical problems in the marketing of household electrical appliances enterprises are analyzed and studied.By introducing scientific marketing theory,scientific and effective solutions are put forward for the marketing of household electrical appliances,which can not only open up a new way for TCL Group to innovate marketing strategies,but also help the whole group.The appliance industry provides a new marketing strategy solution.