Study On The Slack Season Marketing Strategy Of Household Electrical Appliance Products Of Goodaymart Haier

There’s slack and peak season in the household electrical appliance market. In the slack season, revenue decreases while i market risk increases. A number of small or medium-sized enterprises become unprofitable even go bankrupt. Most of household electrical appliance enterprises have ignored the slack-season marketing management, and only expand sales by depreciation, increasing investment of advertisement or increasing the number of stores. With the end of the5years home appliances to the countryside policies and the old change new policy, the growth of3-5years in the future was overused.In the marketing environment of the rapidly changing and increasingly fierce t, system and precise marketing strategy is very important for long-term development of the enterprises.This paper, based on the theory of marketing, with the background of the appliance products in the three or four stage of market development of Goodaymart Haier present, finds out the existing problems in the use of PEST marketing; marketing environment analysis of three or four levels of domestic home appliances market analysis, Potter five competitive forces model and SWOT analysis method were analyzed; on this basis, by using STP analysis to three or four home market segmentation and positioning of target market, in order to Haier "single premium cost benefit" model as the basic principle, Goodaymart Haier appliance products in the market of the three or four marketing development goal and the whole strategy is established, and then use the4P marketing combinatorial theory developed a combination of marketing strategy specific for, and use the marketing mode of "T" and other measures to ensure the implementation of marketing strategies.This paper has certain theoretical guidance, provides theoretical support slack-season marketing for the Goodaymart Haier off-season marketing appliance products in the market of the three or four. At the same time as the domestic household electrical appliance enterprises to provide a system and feasible strategies are proposed in the three or four class market off-season marketing, and the off-season marketing management on the three or four stage of other industries of China market also has the reference significance.