A Study On Marketing Strategy Of HR Company M Brand Washing Machine

As one of HR’s M brand series products,M brand washing machine continues its brand concept and market localization of "creative home appliances,style life".The "standing coin","10 years’ experience" and "joining celebrities advocating Art and Beauty" marketing practices of M brand washing machine are very representative in the washing machine industry.Based on marketing combination theory,STP theory and brand marketing theory,using literature research method,market investigation and interview method and case research method,according to the idea of finding,analyzing and solving problems,this paper studied the HR’s M brand washing machine marketing strategy.The study found that the mainly problems in the marketing strategy are insufficient market positioning,lack of pertinence in marketing plans,lack of detailed classification of product strategies and price strategies,and insufficient innovation in channel strategies and promotion strategies.M brand washing machine should target exquisite,elegant and stylish elite group,provide user high-end clothing washing scene solutions and commit to become a high-end washing machine leader as the market positioning.Differentiated marketing strategies should be implemented to achieve the target.In specific product marketing,the strategis include improving the middle and high-end production technical content,ensuring product quality and supportting customized production.In aspect of price,the price-leading strategy should be adhered,high-end pricing be adopted,and appropriate price discounts for different target groups be provided.In aspect of sales channels,multiple sales channels should be adherea,and online and offline sales channels be expanded.In aspect of product promotion,in addition to improving the original promotion,the further activity promotion should be improved,and public relations promotion be strengthened.In aspect of brand strategy,differentiated brand creation,maintenance and management for different types of groups should be valued.In addition,in the implementation of the M brand washing machine marketing strategy optimization plan,the process control guarantee for the implementation of the plan should also be strengthened.In the performance management guarantee,the marketing performance management should be valued,the use of performance appraisal results be strengthen,human resource guarantee,financial resource guarantee and technical resource guarantee be provided.