Research On Integrated Marketing Strategy Of Decoration Market Of W Kitchen Appliances

Integrated marketing(Integrated Marketing)is a kind of marketing ideas and methods,which is systematic combination of various marketing tools,according to different environments to correct immediately dynamically,so that the both sides of exchange in the interaction to achieve value-added.It includes the combination of marketing elements and the integration of internal resources.W company is a domestic first-line kitchen electricity brand,positioning in the high-end market,2017 sales volume has exceeded 10 billions,but in home decoration market,it is still faced with the following problems: the positioning and product strategy is not clear,price setting is conflicted,organizational structure and business processes is not discordant.The article puts forward W company’s overall goal and differentiation position in home decoration market,that is " make the TOB bigger,make the TOC stronger".First of all,with the help of the "full package" trend of the home decoration market,we can quickly expand the user base,increase the market share,and then obtain the customer flow through the pre-positioning advantage of the home decoration market,and establish direct interaction with the users.Secondly,in the integration of marketing elements,the paper change the "4 P" concept which regards product as the core of marketing ideas,instead of "4 C" concept treading consumer as the basis,emphasizing consumer needs.Provide product strategy based on consumer demand,set price strategy based on consumer cost expectation,expand channel layout according to consumer purchase habit,carry out promotion activities based on two-way communication demand.Thirdly,in the integration of internal resources,from the organizational structure,business processes,IT data,terminal resources and other aspects,around the realization of marketing objectives,co-ordinate the company’s departments,regions,so that the direction more clear.Finally,in the implementation guarantee of integrated marketing,with the help of organizational management,benchmarking,management by objectives,project management and other methods to ensure the achievement of goals.On the basis of the current situation of W company in the home decoration market and the investigation of consumer purchase demand,this paper puts forward the integrated marketing strategy based on the integration of marketing elements and organizational coordination.Finally,In the home decoration market,W company will achieve the target to make the TOB bigger,make the TOC stronger and build superiority of cost-leading and differentiated competition.