Research On Online Marketing Strategy Of BSH Household Appliances

With the increasingly fierce competition in the domestic home appliance market,and the application of innovative technology in the field of home appliances is also gradually improved,consumers are more in favor of intelligent home appliances.Household appliances have been the necessities of every family,so the demand of household appliances in the future mainly comes from the upgrading and consumption upgrading.With the continuous progress and development of the Internet era,especially the rise of short video,live broadcast,MCN and other means of communication in recent years,it also subverts the management and operation thinking of many traditional industries,especially.With the change of market demand,more and more post-90 s and post-95 s have become the main consumer groups of online platforms,and new white-collar workers,exquisite mothers and senior middle class have become online consumers The mainstream group label.These young consumers pursue many new categories to improve their quality of life,which can also explain why some categories,such as clothes dryers,dishwashers and vacuum cleaners,have been in high search popularity in recent two years.It is also very meaningful to explore how to do precision marketing for different groups with the help of data analysis.This paper takes BSH as the research object,first analyzes the market segmentation,crowd difference and brand positioning of Bosch Siemens two brands through e-commerce platform tools such as data bank and business consultant,and then analyzes the product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,process management strategy and tangible display strategy One by one to explain the company’s marketing status.Then it uses Porter’s five forces model to explain the competitive environment of the industry and the situation faced by the company.Combined with SWOT method,it analyzes the internal advantages,disadvantages,opportunities and threats of Bosch home appliances.After summarizing and analyzing,it specifically points out the problems encountered in the company’s online marketing,such as the product differentiation of the two brands is not obvious,Bosch’s pricing is too high,promotion form is single,and the lack of innovative marketing forms.According to the dimensions of 7PS,this paper uses case analysis method to explain the specific problems one by one,and gives the optimization suggestions and implementation methods,such as: product differentiation selling point packaging;multi category comprehensive development;reasonable price setting of new product launch and delisting,launch channel special contribution,full place trial head live broadcast,waist live broadcast marketing cooperation,etc.Through the specific case of online marketing,this paper gives the optimization suggestions and specific matters,hoping that through the data analysis,thinking logic and ecommerce marketing strategy of this paper,we can have some inspiration for the marketing personnel engaged in the household appliance industry,and also have certain reference significance for the enterprises with multiple brands in the marketing positioning.