Research On Offline Marketing Strategy Of Small Commercial Ovens Of Qingdao HS Electric Appliance Co.,Ltd

According to data,in 2021,the average household consumption of small household appliances in China and Western Europe will be 20%and 63%of that in the United States respectively.The market for small household appliances in China,Europe and the United States has witnessed steady growth as household structures have become smaller and the pandemic has led to consumers spending longer time at home and accelerating the pace of life.Along with the Chinese small household appliances market boom,increasing residents’income level and increasing preference for fried and baked food,coupled with the gradual westernization of the eating habits of young consumers,the oven industry market in our country has risen rapidly.According to the data,the sales volume of ovens in China was about 8 million in 2020.with the total number of ovens being about 8 per 100 households.At present,most of the commercial ovens circulating on the market are family ovens and large commercial ovens.The market of small commercial ovens between family and large commercial ovens is relatively blank and the form of competition is not very fierce.Compared with other types of oven products,small commercial ovens have broad prospects for development.Therefore,if enterprises want to seek a larger market share in the fierce market competition,the marketing of small commercial oven is indispensable.In view of the difficulties in the offline sales of small commercial ovens of Qingdao HS Company,this paper uses literature analysis,interview,analysis and comparison,questionnaire survey and other methods to conduct an in-depth discussion on the offline marketing strategy of small commercial ovens,trying to help the company peel off the label of "e-commerce brand",reshape customers’ shopping mentality,and establish stable offline sales channels.This article is divided into four parts.First,it introduces the status quo and problems of small commercial oven marketing in Qingdao HS Electric Appliance Co.,LTD.,expounds the marketing status of small commercial oven,and analyzes the problems existing in enterprise marketing by using the interview method.Secondly,the macro-environment of oven market is analyzed by using PEST,and the micro-environment of HS enterprise is explored by using Porter’s Five Forces model,which provides the basis for the formulation of the following market strategies.Using STP theory to redivide the market;Finally,based on the formulation of STP marketing strategy,this paper discusses the 4P marketing strategy of Qingdao HS Electric Appliance Co.,Ltd.from four aspects,such as product,pricing,channel and promotion.On this basis,the guarantee measures of the enterprise’s marketing strategy are discussed from four aspects,such as company culture,human resources,organization and informatization.Through the research of this paper,we can improve the overall core competitiveness of Qingdao HS Electric Appliance Co.,LTD.Small commercial ovens,so as to break through the current market structure.At the same time,it provides reference for marketing strategies of similar bakery e-commerce enterprises,causing the industry to think deeply about the development of both network and entity platforms.