Small Appliances. F Buy A Business Marketing Strategy To Explore

In a variety of marketing channels,the buying in group is a new channel.Channel of buying in group for many companies is only a supplement to selling,not given the full value from enterprise's selling strategy,and lacks systematical marketing planning and effective investment.So in the current market of buying in group,there are still not national brands which dominate the market,and very few regional brands also appear in the market,as well as successful companies are very rare.In 2004,I began to step into marketing management about domestic appliances products(DAP) market.After the F company separately set up a market of buying in group in western region of China,I began to be in charge of marketing of buying in group of domestic appliances products in western region in full time.In the process of selling,we found that the company knew few about character of customers,selection of product,setting of sales price, composition and training of marketing team and implementation of the planning of sales promotion,which results in the operation not getting on smoothly,so we need to change the present situation.This article discusses the market strategy,and explores how to carry out marketing of the domestic appliances products in channels of buying in group.Firstly,this article introduces the development of domestic appliances products industry and basic theory of channel management,and analyses the limitations of traditional channels,the situation and character of the channels of domestic appliances products.Then discusses the market research process and results by 10 -latitude investigating on the domestic appliances products of F company.These latitudes include the expected number of annual purchase,purchase behavior,purchase considerations, customer character,price preferences,product preferences,brand preferences,special requirements and support,information collection methods and channels as well as the reasons of the company not be chose.Then discusses the market strategy according to market research of domestic appliances products of F company,which includes five factors such as Enhancing value-added services,standarding price management,standarding channel management, improving the efficiency of customer visit and customer communication as well as perfecting product line.Finally,summarizes the market strategy,brings of buying in group,and makes a brief outlook on market of buying in group from the market space,products and channels.This article applies channel management theory,customer behavior of buying in group theory,market segmentation theory,market orientation theory,sums up the market strategy through market research and combination of qualitative and quantitative research.These results provide a reference to development of market of buying in group in future,and give a guidance about the channel management of market of buying in group.