Research On Marketing Strategy Optimization Of S Electric Appliance Company

With the constantly reforming of the internet of things technology,the raise of information grade and the spring up "fans economy",the domestic home appliance market is becoming more mature,huge changes in the expense climate and competition structure have emerged,spur us the development of "new retail" mode come into being.With the continuous iteration and variety of consumer demand,people and goods yard,IP,community and circle are reconsitutioning the new marketing setup.The marketing environment confronted by home appliance exports seems to getting more and more complex.Customers can not only balance the price,quality and performance of products through online e-commerce and live broadcast platform,but also more and more consumers prefer to purchase on healthy,intelligent and customized home appliances.There are deeper requirements for the buying experience and the convenience of purchasing forms.Therefore,the transaction rate of terminal physical stores is higher Facing a cliff like slide.So how to realize the performance growth against the trend,improve the terminal image,enhance the customer experience in the store,and shape the added value and value-added service of products are the key problems to be solved urgently.Taking S Electric Appliance Company as an example,this thesis first briefly introduces S appliance and Gree,point outs the marketing status of s appliance and the problems have been present in the current marketing implementation process of s electric appliance with the theories of "4P","4C" and "4R".Based on the macro and micro environment and industry competition faced by the home appliance industry,this thesis discover the consumption habits and core demands of customers through questionnaire survey.Combined with the actual situation of S electric appliance company,on the basis of scientific market is classified in detail and positioning,and analysis of consumer behavior,the research finds that s appliance has made great progress in product planning,pricing,and consumer actions In addition,it makes a suggestion on the majorization optimization suggestions and raises a train of measures to guarantee the new marketing strategy will be put into effet.The goal of this research is to express the require of S electrical appliances to constantly insight into the market variety and consumer demand,to mix the online pattern and offline pattern together greatly,improve their own marketing channels,reorganize marketing elements,improve the terminal display quality and differential service to enhance the sales scale,on the one hand,increase S appliance in Tianjin market.It is helpful to promote the key competitive power and brand pull of S Electric Appliance in Tianjin area,and it can also supplement the existing marketing strategy theory system of home appliance enterprises.