Research On Zhengzhou Marketing Strategy Of LZ Company "Jiuyang" Small Household Appliances

The rapid economic development in Zhengzhou has brought tremendous development opportunities to enterprises in Zhengzhou market.LZ Company,as the only authorized dealer of Jiuyang Company in Zhengzhou market,has benefited hugely from the high-speed economic development.However,in recent years,due to the negative impact of the global economy,there is a low trend of the growth rate of the entire small home appliance industry.Besides,the operation of LZ has also suffered from a certain stress.In addition,the marketing strategy of LZ needs to be further improved due to increasing operating costs.This article summarized the relevant literature,and in this paper,according to the marketing status of small home appliances at home and abroada method of questionnaire survey was used to collect first-hand data.After we analyzed the data,with the help of marketing theories,the current marketing strategy of LZ Company was studied.When we analyzed the marketing problems of LZ Company,it was found that the company has a rapid product update iteration speed and customer hesitation;single sales channels,consumers are confused about choices;insufficient product promotion and unsystematic promotion schemes;poor customer service quality,and communication needs to be strengthened;iterative product upgrades,sample backlogs,and new pressures;sales costs rose too quickly.After analyzing the macro,meso,and micro environments of the company's products,the market and industry environments in which the company operates were determined.And competitors,laying the foundation for the company's marketing strategy improvement program.This article used STP strategy and 4P strategy analysis methods to propose specific improvements to the company's marketing strategy,and optimized the company's marketing strategy program from four aspects: product mix,product pricing,product marketing channels,and product promotion programs.At the same time,it also gave suggestions for related safeguard measures.According to the actual situation of LZ company,four assurance measures are proposed: customer-centered,improve the professional quality of employees;Improve the marketing organization structure;Improve the innovation incentive system;Strengthen customer relationship management.This article drew experience from classic marketing theories,analyzed deeply the existing problems in the marketing strategy of LZ Company,and gave some reasonable suggestions for improvement,which pointed out the existing problems of the company's marketing strategies.Therefore,it is meaningful for the company's marketing strategy.At the same time,it also has certain reference value to the development of small home appliance industry.