Research On Marketing Strategy Of Tmall Elf Intelligent Speakers

In 2014,Amazon released the Echo smart speaker and was well received by consumers.Since then,the smart speaker has become an important product used by overseas technology giants to occupy the user's living room.The popularity of the overseas smart speaker market has also driven the development of the domestic market.Giants from various fields have entered the market.In addition to Ali,Baidu,Xiaomi and Jingdong,they also include large appliance manufacturers and many peripheral enterprises.Tmall Elf Speakers,as the number one smart speaker brand in China,puts the layout of smart homes as the main force.However,at present,its sales mainly rely on low prices and Ali's channel advantages and marketing capabilities,still facing the dilemma of brand management capabilities,lack of experience in smart home layout,and the need to improve the ecological home industry ecosystem chain.To create a super “entrance” for smart homes,we need to develop corresponding marketing strategies based on actual conditions.This article takes the Tmall Elf intelligent speaker as the research object,and uses the PEST analysis method,the Porter five-force model analysis method and the SWOT analysis method to summarize the advantages,disadvantages,opportunities and threats of the Tmall Elf smart speaker.According to the above analysis,the STP marketing strategy,marketing combination strategy,network marketing strategy and experiential marketing strategy are formulated for the Tmall Elf speaker.That is to say,market segmentation of Tmall Elf speakers,select the target market for Tmall Elf speakers,and target market positioning;then develop marketing mix strategies for products,prices,channels and promotions.