Research On Marketing Strategy Optimization Of Fotile Lanzhou Range Hood

With the economic growth,the improvement of income level and the iteration of technology,people have higher and higher requirements for the quality of life.As the epitome of family life,people have higher and higher requirements for the kitchen.The kitchen is not limited to cooking,but a place integrating cooking and leisure.While pursuing fashion,entertainment and leisure,consumers prefer kitchen appliances integrating intelligence and multi-function,so as to bring healthier life enjoyment to themselves and their families.As a household appliance in the kitchen industry,the range hood depends more on the development of the real estate industry.In 2021,the real estate market was affected by the national loan restriction,purchase restriction,sales restriction and other regulatory policies,and major real estate enterprises had a crisis,which posed a great threat to the range hood brand.In addition,the technical threshold of the product itself is low and the rapid development of online shopping makes young people more inclined to online shopping,which has a greater impact on the retail of offline range hoods.If enterprises want to improve market share in the fierce competition,they must fully stand on the perspective of customers,understand customers’ needs and optimize marketing strategies.On this basis,this paper takes the optimization of Fotile Lanzhou range hood marketing strategy as the research object.Firstly,it introduces the current situation of Fotile Lanzhou range hood marketing strategy and analyzes the problems existing in the current competitive situation.Secondly,use PEST analysis model to analyze the external macro environment of marketing,analyze the industry competitive environment through Porter’s five forces analysis model,analyze the competitiveness of Fotile Lanzhou,analyze the internal micro environment from the aspects of operation capacity and operation resources,and refine and summarize the advantages,disadvantages,opportunities and threats of Fotile Lanzhou range hood market.Finally,the existing problems are deeply analyzed and studied.Through the questionnaire,the influencing factors affecting consumers’ purchase of range hood are understood.Combined with the STP target market theory,the potential market segmentation of Fotile Lanzhou range hood is analyzed.Through the above research,combined with the core competitiveness of Fotile Lanzhou,based on the combination of 4P theory and 4C theory,this paper puts forward the optimization strategy from the four aspects of "product customer","price cost","channel convenience" and "promotion communication",and puts forward the implementation guarantee of the optimized marketing strategy from the perspective of system,organization,service and capital.The optimization scheme aims to solve the marketing problems existing in the current marketing activities of Fotile Lanzhou to a certain extent,solve the problems of market development of three or four levels of prefectures and counties,and achieve the purpose of increasing sales and expanding market share.It is also expected that through the research of this paper,it can provide some reference and reference for other brands to carry out marketing activities in Lanzhou.