Research On Marketing Strategy Of Intelligent Kitchen Appliances Of Company S

China’s home appliance market has generally entered a mature period of slow growth.In recent years,with the development and application of Io T,5G,cloud computing,AI and other technologies,smart home has entered a period of rapid development.Kitchen appliances have always been considered a blue ocean in the household appliance industry.With the replacement of the "kitchen economy" with the "living room economy" and the upgrading of people’s consumption concepts,smart kitchen appliances have emerged.If a home appliance company cannot maintain a certain advantage in the smart kitchen appliance market,it is likely to be gradually eliminated in the subsequent competition.This paper takes the consumer purchasing behavior of smart kitchen appliances of Company S as the research object and proposes a new marketing strategy plan for the current problems of smart kitchen appliances.Firstly,the external environment is analyzed by using PEST tool,and then the internal and external environment of Company S is analyzed by using SWOT.Based on UTAUT model,the influence path of users’ acceptance of using smart kitchen appliances was studied by questionnaire method.It was found that performance expectation,effort expectation,and brand loyalty all positively influence consumers’ willingness to use smart kitchen appliances;both willingness to use and facilitating conditions positively influence consumers’ behavior of using smart kitchen appliances.This paper hopes to find a more reasonable and effective marketing entry point for Company S’s smart kitchen appliances by studying the influence path of user behavior on smart kitchen appliances,and to make reasonable and effective suggestions to improve Company S’s marketing strategy for smart kitchen appliances,and to implement and guarantee the successful implementation of the new marketing strategy by stage,by department and by module.