Research On Marketing Strategy Of Cooking Utensils Division Of SE Company Under The Background Of New Retail

With the popularization of new retail formats and the improvement of the quality of the whole people,the huge business opportunities and bright prospects contained in the cooker market have been initially demonstrated.Each enterprise invests heavily in the cookware market,aiming to make profits with consumers,so as to inject power into the sustainable development of the enterprise.In this market,Internet giants need to update their operation mode.In order to obtain the blue ocean of cooker Market,we should not only test the refined operation of Internet enterprises,but also test their channel expansion ability.In this paper,SE company,the leader of cooking utensil industry in China,is selected as the case study object.From the perspective of SWOT strategic analysis,we should seize the external opportunities,strengthen our own advantages,seize the market,continue to strengthen the market share,actively expand the business scale,and adopt the strategy of WO reversal.Seizing the opportunity of huge market space of cooking utensils and the change of residents’ consumption consciousness,improving product quality and service quality,seizing the opportunity of blue ocean of cooking utensils market,giving full play to the brand effect of SE company,providing better financial products for enterprises andindividual consumers,making use of the advantages of SE brand itself,carrying out reasonable diversion and support.At the same time,SE company needs to further improve its organizational structure,reasonably allocate personnel,strengthen its product R & D capacity,make full use of existing technical resources,vigorously develop online channels,adopt new media,and increase the scale of product publicity to make up for the lack of awareness and talents.In view of the problems existing in SE company’s cooking utensils marketing strategy,SE company should take the following measures from product strategy,price strategy,channel strategy and promotion strategy respectively:In terms of product strategy,SE company is recommended to launch differentiated products,further segment the target market,provide products for different consumer needs,increase the integration of online and offline scenarios,further enrich the use scenarios of SE company’s cooking products,and improve the consumer stickiness of the products.At the same time,shorten the cycle of new product development,abandon some non-profit new products,and provide customers with alternative products.In terms of price strategy,for the customers who have long-term cooperation with SE company and have brought huge profits,on the basis of maintaining profits,they will give certain profits to customers in terms of pricing.Starting from their own products and services,they will dilute the impact of prices on customers by providing comprehensive high-quality products and services,and reshape the value of SE company through product innovation and differentiated services,Avoid the loss caused by price competition caused by homogenization.In terms of channel strategy,increase online channels,relax the use scenarios of SE company,increase offline outlets,strengthen cooperation with other offline channels,recruit more partners,and improve the speed of offline channels to solve problems for customers.In terms of promotion strategy,SE company is suggested to control the cost of advertising investment,pay attention to the input-output ratio,and focus on increasing the advertising in the cooker Market.Online promotion adopts diversified ways to promote SE company’s brand and business,innovate offline promotion methods,strengthen consumer word-of-mouth marketing,experience marketing and other ways to let more consumers know SE company’s products,and require sales personnel to actively invite consumers to participate in the experience of SE company’s products.Strengthen the recruitment and training of professional sales personnel in the cooker Market,establish a local talent pool for SE company’s cooker Market,create a more diversified career development path for service personnel and provide more job promotion opportunities,and effectively solve the problem of talents.To sum up,I hope that the implementation of the above measures will help SE company in the next step of the development of cooking utensil Market,and provide reference for the formulation and improvement of other marketing strategies in cooking utensil Market,and provide a feasible choice for cooking utensil marketing in the new retail era to get rid of price war and avoid product homogeneity.