Research On The Marketing Strategy Of The Third- And Fourth-level Market Channels Of Robam Electric

In the 1990s,home appliance sales industry began to rise,and has been rapid development in modern society.With the development of market economy and the innovation and reform of modern technology,the upgrading speed of household appliances is increasing,and the market competition of household appliances industry is also becoming increasingly fierce.There are problems such as shortage of funds,small scale and comprehensive competitiveness of kitchen electric enterprises,which makes the sales performance of kitchen electric enterprises grow slowly.Therefore,in order to further enhance the kitchen electric enterprises,the market competition of household appliances industry is becoming increasingly fierce In order to deal with the sales challenges of competitors in household appliance sales industry,kitchen enterprises must combine their own characteristics,constantly improve their marketing channel marketing strategies,enhance their attractiveness to sellers,and actively improve their sales performance.However,with the accelerating process of urbanization,the consumption of household appliances in primary and secondary cities has begun to be saturated,showing a sluggish development trend.Therefore,it has become a good path for kitchen enterprises to shift the development focus to the third and fourth tier cities.The third and fourth level market itself has the advantages of weak competition,large overall capacity and high gross profit rate,which has become an important breakthrough in the channel market expansion and transformation of kitchen electric enterprises.In view of this,this paper focuses on the marketing channel sales strategy of boss electric company,aiming to improve and optimize the company’s marketing strategy through the product sales situation of boss electric company,and formulate reasonable and efficient improvement scheme and safeguard measures.This paper first discusses the basic situation of the development of China’s kitchen electricity industry.Guided by the marketing theory and marketing strategy,and taking boss electrical appliances as the research object,this paper uses PEST analysis method to analyze the current situation of the three and four level market of boss electrical appliances in Guizhou Province,including environment,economy,society and technology,etc Based on the above research and analysis,this paper puts forward the optimization and improvement scheme of boss electrical appliances in Guizhou Province from different aspects,so as to further improve the core competitiveness of boss electrical enterprises and improve the marketing channels of boss electrical appliances Work hard.In this paper,the following conclusions are drawn(1)At present,the boss of the electrical company in China after a long time of development In order to further break through the saturation dilemma of the primary and secondary kitchen electricity market,the boss electric appliance company also began to focus on the expansion and transformation of the third and fourth level kitchen electricity market in Guizhou Province,which will be an important path for the creative development of boss electric company.(2)In this paper,combined with the related concepts of marketing channel sales,Porter’s five forces model and other related marketing theories,using STP analysis and SWOT matrix,this paper analyzes the current boss electrical company’s three or four level marketing environment and marketing situation in Guizhou Province from the perspective of micro environment and macro environment.Through the analysis,we can get the boss electrical company’s third and fourth level market in Guizhou Province The main problems in sales are: serious homogenization of channel products,conflicts in channel agent management,low comprehensive quality of marketing team and defects in emerging e-commerce channels.(3)According to the analysis of the problems in the early stage,combined with the development environment of modern kitchen electricity market in China,this paper puts forward a high-efficiency marketing improvement scheme for the boss electric company’s three and four level marketing channels in Guizhou Province.On the basis of clear marketing improvement ideas,it is necessary to combine channel products differently,improve channel agent management mode,strengthen the team building of marketing team and optimize the emerging e-commerce channel In addition,the paper puts forward the corresponding scheme guarantee measures from the channel resources,distribution channels,sales organization and e-logistics strategy,so as to provide a useful reference for the optimization of marketing channel sales strategy of China’s kitchen electric enterprises.