Research On Marketing Strstegy Of M Company’s Kitchen Appliances Products

Kitchen electrical products include range hoods,stoves,disinfection cabinets,microwave ovens,ovens,steam stoves,dishwashers,etc.,which are important consumer goods in residents’ lives.In 2018,the overall scale of China’s kitchen appliance market was67.8 billion yuan.Due to real estate regulation,the kitchen appliance market bid farewell to extensive growth.At the same time,because of the continuous improvement of living standards,people’s yearning for a better life,coupled with the traditional Chinese family concept,makes the kitchen gradually become a pivotal place for emotional communication in the home.The maturity of the consumption concept has caused more people to shift the focus of consumption to the interior of the family,which has led to a gradual increase in people’s requirements for the quality of the kitchen.As a key element of modern kitchens,kitchen appliances have naturally attracted more attention.The diversification and intelligence of the current kitchen appliance product categories has caused the rapid expansion of the market scale of China’s kitchen appliances,and has become the trend of consumption upgrades.This article takes M company’s kitchen appliance products as the main research object,and based on its product-oriented mass consumer products,focusing on retail,positioning high-end,and having a large number of offline experience stores,chooses the STP strategy that emphasizes market segmentation and product Marketing is the core of the 4P marketing mix as the theoretical basis,coupled with consumer decision-making path analysis and experiential marketing theories from the perspective of consumers,and at the same time using PEST analysis,SWOT analysis,Porter’s five forces analysis,etc.Analysis tools,systematic analysis and comprehensive deconstruction of the research subject.This article analyzes the internal and external environment of the main body of research,and analyzes the challenges and opportunities it currently faces,as well as the problems in current marketing strategies,and then explains the necessity of redesigning marketing strategies.Subsequently,it clearly defined its target market and target population,and specifically designed specific and executable marketing strategies,and finally implemented the marketing strategy plan by adjusting the sales and after-sales service organization structure,system and human resources Form a support guarantee.