The Research On Marketing Stragegy Of 'Flyco' Electric Based On 4V Theory

China's economic has developed rapidly,and the people's demand for a better quality of life is increasing day by day,since 40 years ago the reform and opening policy,especially for the personal care appliances.With the increase of consumption capacity and demand,personal care appliances are showing the trend of variety and high quality.At the same time,there is still a big gap between the per capita urban disposable income and the per capita rural net income in our country.In the future development of personal care appliances will be at "start from scratch" and "from scratch to excellent" in both stage together for promote the growth of the industry.This will expand the scale of the mid-low end market,at the same time increase the demand of the high end market will accompany with higher product prices,it will make the market of personal care electric appliance still has the space for double or even more scale,maybe the market will usher in a kind of scene that the price rises and quantity upgrade.The scale of the small appliance market is likely to see the price and quantity rise together.However,face of the high occupation of foreign brands and the fierce competition pattern,the key factor for the survival and development of enterprises is how to carry out the marketing of private enterprise brands and formulate appropriate marketing strategies in along with the times.This article takes the marketing of Feike Electric Appliance Company as the research object,chooses the marketing strategy as the main research line which is made of the progresses of research the background of issues,find out the current theory and the problems of situation then provide suggestions and strategy,This article takes such ways about the methods of questionnaire survey,case study,literature research,etc.First of all I carefully study the marketing status of Feike Electric Appliance Company.Secondly,PESTEL is used to analyze the external environment of Feike,also we take the Porter's Five Forces to the competitive environment of enterprises.Thirdly,I analyze the existing problems in the current situation through SWOT.Finally,combined with STP analysis,Based on the 4V marketing theory,optimization Suggestions and implementation countermeasures are proposed for the differentiation,functionalization,value and resonance strategies of Fei Ke Electrical Appliances,so as to further increase the future customer assets of the enterprise and improve the core competitiveness of the enterprise.Through the research and analysis of this article,the following conclusions are shown:(1)Through the analysis of the current environment of Feike Electric Appliance,it is concluded that the current marketing environment of individual protective appliances is still very favorable for Feike Electric Appliance.(2)Through the investigation on the marketing of Feike Electric Appliance,it is found that consumers have different opinions on the differentiation,functionalization,value and resonance of marketing.and the marketing strategy combined with 4V elements of the enterprise has some deficiencies.(3)The shortcomings in the marketing of Feike Electric Appliances of the marketing difference,function,value and resonance show us the problems in future.They will make the future marketing of enterprises face disadvantages.(4)Combined with STP analysis,specific and feasible marketing strategy suggestions are put forward from four aspects of differentiation,function,value and resonance,so as to improve the marketing capability of Feike Electric Appliance.