| With the speedy economic development,China’s small household appliance industry is developing.At present,the competition in the small household appliance industry is ferocious;The channels of small household appliance met more and more complex situation.Super Market,as a special channel with a large number of chain-stores and many people flow,this channel is gradually being valued by the household appliance industry.Philips needs to optimize its supermarket channel marketing strategy based on market conditions and the internal environment of the company.Based on classic marketing related theories,this article decomposes the external macro environment of the household appliance industry firstly.Then describe the industry competition pattern.At the same time,it gives a brief overview of the current China household appliance market conditions,and then decompose and studies the current marketing strategies of Philips in the supermarket channel.Next,remind of the staple problems,concrete majorization measures were memorialized tackling these issues: First,the supermarket channel market need deeply subdivided,and the product layout was differentiated;New products need speed developed to attract consumers.Secondly,the current price strategy should be implemented stably,instead of frequent low-price promotions as the main means,to enhance consumer loyalty and fit the Philips brand positioning.Next,in accordance with current marketing channel strategies,the chain stores in the supermarket channel are divided into provincial or municipal stores and the competent provincial or municipal platform agents will take over,and the agents will operate the stores in a unified manner,saving management costs,communication costs,and using platform agents.To saving labor costs,hiring part-time sales promotion personnel.Finally,in accordance with promotion strategy,the method is associative to make the promotion strategy closer to reality and achieve a win-win situation for channels,agents,and Philips.Operation requires flexibility.Different channels should settle on their own marketing channel strategies according to their own requirements and market craze,to contend the competition status in market. |
