Research On Domestic Marketing Strategy Of HE Company

In recent years,with the decline of the real estate market,household appliance products enter a development stage dominated by updating demand,with anemic industry growth.At the same time,household appliances are facing such issues as overstocked products and the subsidence of e-commerce channel that aggravate sustained price wars in the process of development.As the leader of Chinese household appliances,the growth of domestic operating revenue in HE company has been slow in recent years,and its profitability is at a disadvantage compared with its peers.But at the same time,as people’s living standards improve,household consumption shows the trend of consumption upgrade,which provides new growth opportunities for HE company.Thereby the paper takes HE company as the research object to explore how to boost profitability under the situation of both crisis and opportunity.Based on this,firstly the paper conducts internal and external analyses to HE company and evaluates the company’s current marketing strategy by internal factor evaluation matrix and external factor evaluation matrix.The result shows that now the domestic marketing strategy in HE company needs to be optimized;secondly,ensuring marketing strategy optimized by SWOT analysis matrix and quantitative strategic planning matrix;finally,formulating concrete measures of domestic marketing strategy in HE company by STP+4P so as to help it meet the current difficult market environment.The study indicates that HE company will pay attention to marketing of high-end brand K in the domestic market in the next three years and improve the company’s overall profitability with high-end household appliances as the growth mouth to open operating revenue.