Research On Domestic Marketing Strategy Optimization Of M Company’s Cleaning Appliances

With the influence of COVID-19,people’s initiative health consciousness has been strengthened rapidly.The market of cleaning appliances has been very good.In2021,the scale of retail sales of China’s cleaning appliances market increased by 29%,and the average price increased by 200 yuan.In addition,due to its eye-catching market performance,this industry has also attracted the attention of the capital market.Driven by capital,new brands have sprung up one after another,and the original old brands are also actively innovating and changing.While innovating products and technologies,they are actively expanding the influence of the brand,The market competition is becoming more and more fierce.In this case,the role of marketing in the survival of enterprises is more prominent and bears greater pressure.Taking M company as an example,this paper deeply analyzes the enterprise’s market performance and marketing strategy,and finds that under the new competitive environment,the marketing strategy of M company has become outdated,and the disadvantages such as low-end product positioning and conservative promotion methods are becoming more and more obvious in the form of white hot competition.It is urgent to innovate and optimize the marketing strategy according to the environmental changes and development trend.This paper analyzes the industry and competition through the methods of industry product life cycle analysis,macro trend insight and internal and external advantages and disadvantages analysis of M company,excavates the strategic opportunities of M company in the direction of new categories and product structure adjustment,and optimizes the marketing strategy of M company from the dimensions of product positioning and market segmentation,Cordless Wet ＆ Dry Vacuum Cleaner products are selected as strategic categories for analysis.The core strategy of the Cordless Wet ＆ Dry Vacuum Cleaner is the growth of scale.Through the study of 4P marketing theory,this paper analyzes the Cordless Wet ＆ Dry Vacuum Cleaner from the four dimensions of product,channel,pricing and promotion,and determines a new marketing strategy for these key categories.Finally,in order to ensure the implementation of the new strategy,the optimization scheme is given from the aspects of organizational structure adjustment,incentive and punishment mechanism,hoping to provide reference for the sustainable development of M company’s business.Through the combination of theoretical study and practical cases of M company’s marketing strategy optimization,this paper hopes to further have a deeper understanding of the road of enterprise marketing innovation and transformation,and guide other enterprises to formulate and optimize marketing strategies.