Research On Marketing Strategy Optimization Of "Z Home Appliance Network" Company

In the new situation of the development of the digital economy,the home appliance industry is ushering in a new revolution.Consumption in the domestic traditional home appliance market has shifted to small and medium-sized cities,and smart home appliance products have spawned new consumption opportunities.New e-commerce models have flourished,setting off another wave of online shopping boom during the epidemic.In recent years,the Ministry of Commerce has continued to hold online promotional activities such as the "National Household Appliances Consumption Season",which has strongly promoted innovation in the household appliance industry’s mode and format,and promoted the consumption trend of online and offline integration.In terms of sales performance,the JD platform strongly accounts for more than 1/3 of the total online sales of household appliances in China.Apart from well-known e-commerce platforms such as Tmall,Pinduoduoduo,and Suning e Bay,it leaves less than 5% of the share of other unknown e-commerce platforms.At the same time,relevant domestic policies guide the introduction of green smart home appliance products to the countryside,striving to promote the development of urban and rural home appliance industry chains,effectively driving new consumption of rural home appliances,and also bringing new development opportunities to home appliance platform based enterprises.Based on the above background,this article takes "Z Home Appliance Network" company as a case,and on the basis of interviews and surveys,uses 4P marketing theory,STP marketing theory,PEST analysis model theory,SWOT analysis method and theory,and Porter’s Five Forces Model analysis theory to systematically analyze the company’s macro environment,industry environment,and internal and external situations.It is found that the company mainly has supply chain management,marketing objectives,and marketing models in the marketing process Analyze the causes of problems in platform management and service system,and propose corresponding optimization strategies for these five types of problems based on the company’s market positioning and market environment.The optimization strategy specifically includes: companies should use national policies to strengthen storage and logistics construction,and expand overseas supply chain channels;Revise reasonable marketing goals,decompose goals,and improve dealer evaluation standards and incentive mechanisms based on actual situations;Optimize the cooperation mode between the platform and dealers,develop new home appliance configuration services,and innovate and change the marketing mode in real time;In terms of platform management,it is necessary to improve platform product optimization design,optimize product purchase,sales,and inventory management,and add consumer after-sales evaluation modules;In terms of after-sales service,it is recommended to improve the after-sales service management system,add standardized training services,and establish a linkage mechanism with end consumer users to collect consumer data and information to prepare for the long-term and stable development of the company.In addition,in order to ensure the specific implementation of the optimization of marketing strategies,four major implementation guarantee measures have been proposed simultaneously,namely,organizational guarantee of marketing talents,guarantee of marketing management system,guarantee of platform technology,and corporate culture.Based on research and theoretical support,the article analyzes in detail the problems existing in the marketing strategy of "Z Home Appliance Network" company.Combining the current environment and the latest relevant policies,the proposed optimization strategy may have certain timeliness.In addition,it should be noted that this study is limited to the home appliance products mainly operated by "Z Home Appliances Network" company.Other products newly added to the company’s platform,such as home furniture products,are not covered in this study due to the lack of relevant information and data.