Research On Optimization Of Marketing Strategy Of Smart Home In The Qinghuangdao EA Company

With the continuous improvement of personal consumption level,the change of population structure,the rapid development of Internet of Things and artificial intelligence technology,these changes in people's lifestyles are becoming more and more in-depth,and the future development of smart home industry is bright.The main product of Qinhuangdao EA company is fire electrification control system.This company has completed the layout and penetration of the smart home market.With the rapid development of the company and the intensification of market competition,its marketing strategy urgently needs to be optimized to adapt to market competition and gain a competitive advantage.First of all,this paper expounds and studies the development theory of domestic and foreign marketing and the development of smart home through the literature method.Secondly,this paper investigates and analyzes the external environment and industry competition environment of EA based on PEST model analysis and five-force model analysis.Also,this paper quantitatively analyzes the external opportunities and challenges faced by EA's smart home by using EFE model,and gives a right direction for the company's future development.In addition,this paper investigates the internal environmental factors of the enterprise,and quantitatively analyzes the internal factors by using the IFE model to point out the main advantages and disadvantages of EA.Then the paper comprehensively analyzes the internal and external environment of EA by using the SWOT model and concludes that torsive strategy is the best strategic choice of EA.On this foundation,this paper systematically analyzes the company's marketing strategy by using 4p theory to find out the main problems existing in the current business process and provide a basis for EA's marketing strategy optimization.Finally,the specific optimization strategies and safeguard measures are proposed from five aspects which are target market positioning,product mix,marketing channel,price combination and market communication.