Research On Marketing Strategy Of Range Hood Of EF Company

As a natural gas sales and service enterprise,EF company is directly affected by the reduction of carbon emissions,which limits its further development of the natural gas industry.Therefore,the enterprise tries to enter the market of kitchen electric products,producing and selling range hoods,cookers and other products.Due to the insufficient preparation work,the lack of a mature marketing team,the lack of marketing channels to meet the current purchase demand,and the lack of actively trying modern marketing ideas and methods,EF company is facing some problems after entering the range hood sales market.This paper first summarizes the relevant theories of marketing and consumer behavior research,combined with the basic situation of EF company and the interview results of range hood sales,puts forward the shortcomings in the marketing process of EF company.After that,this paper combed the papers on consumers’ purchase behavior of kitchen appliances and range hoods,and combined with daily work practice,identified 27 main factors that may affect consumers’ decision-making behavior of purchasing range hoods,made a questionnaire and conducted a survey.This paper uses factor analysis to extract and analyze the influencing factors of young consumers and middle-aged and elderly consumers.Finally,based on the analysis of the problems and the survey results,the paper puts forward some suggestions on the marketing strategy of EF company by using the 4V combination marketing theory,which mainly includes strengthening the product design,improving the channel layout,and paying attention to the brand image;By highlighting the core function of large suction of range hood,combining with the demand elasticity of different groups,providing extended functions and optimizing the appearance of products to increase additional functions,the functional marketing of products is improved;Through innovation,service and brand culture to enhance the added value of products;In the aspect of resonance,we should establish a long-term relationship with consumers from the aspect of emotional resonance.