On The Research Of Braun's Differentiated Marketing Strategy In Chinese Market

With the steady growth of China's economic strength,the rapid increase of people's consumption level and the change in consumption concept,China has become the world's small household appliance market with the greatest potential for development.Huge consumer groups,tremendous commercial interests and promising prospects lead to a fierce competition at home and abroad among small appliance manufacturers.In order to beat competition in the market and grow market share,all brands in the same industry race to imitate and follow each other.Products and marketing tools become increasingly homogeneous,leading to a decline in industry profitability and customer loyalty.Therefore,some brands can attract customers only through tragic price war,which in the end seriously impact on company's core competitiveness and brand reputation.In this increasingly brutal market competition,Braun,as a brand of small household appliance,has declined significantly in terms of competitiveness,making its sales performance and market share grow slowly or even show a slight decreasing trend.If not promptly adjusted brand strategy,Braun's space of future development will inevitably be squeezed,and ultimately,its daily operations will also be difficult to maintain and quit from the Chinese market.In research of the favorable and unfavorable factors of Braun's competition environment using SWOT analysis,and combined with marketing and differentiated marketing theory,this article aims to find a suitable differentiated marketing strategy for the brand's development,and provide some theoretical and practical reference for effectively avoiding vicious homogenization competition and enhancing core competitiveness.Firstly,the article analyzes Braun's advantages,the current conditions of small appliance industry,and the macro factors in economic,social and cultural level,as to summarize its competitive advantage and the huge potential of the industry.Braun can seize the opportunity to win the market by adjusting marketing strategy and utilize its own advantages.Subsequently,the article analyzes Braun's own competition weakness and the threats it's facing in industry,to conclude that Braun still has many challenges in winning market.Only through the implementation of differentiated marketing strategy,the company can highlight its core competencies and avoid vicious homogenization competition.Then,this article elaborates the adjustment measures of Braun's marketing strategy from the aspects of product,price,place,promotion and service,in which the differentiation methods are integrated,as to work out the differentiated marketing strategy of Braun and provide insight for company's restructuring new marketing strategy.Finally,the article suggests that in order to fully implement Braun's differentiated marketing strategy and adapt to the changing market,company's departments at all levels should work collaboratively,design proper incentive mechanism,and continuously innovate in differentiated marketing strategy.