Research On The Marketing Strategy Of Bechuangsmart Home

Smart home is an important development direction and plays a promoting rolein domestic home industry. Smart home systems have nearly two decades ofdevelopment history in Europe and the United States, and its industrial design andsystem design has matured then before. Europe has a mature technical standards,product standards and product certification model.However, China’s smart homestare late, and it was until2005Smart home systems firstcame up. With rapiddevelopment of the real estate industry in China, a large number of high-endresidential projects appeared, smart home experienced a rapid development.On theone hand, the new design of high-end residential projects introduced smart home andthe latter was promoted as residential facilities of apartments. On the other hand,many foreign professional manufacturer of intelligent home quickly occupied thedomestic market at the same time, many domestic manufacturers of smart homeproducts have been grown rapidly.BeChuangSmart Homeis in this context the first to enter the smart homeindustry, and through years of development it has become the industry’s leadingbrands. In this paper,4P marketing theory, which wasput forward by JeromeMcCarthy in his Basic Marketing in1960, is presented as the theory basis for thestudy ofmarketing plan of Bechuang Smart Home, combined with backgroundenvironment of the company, and the analysis on competitive strengths andweaknessesof BeChuangSmart Homein the industry is conducted, followed by theplanning of marketing strategies portfolio, respectively from the product, price, place,promotion and services and improvement ideas for proposingabove five aspectscorporate marketing programs.Finally, the ensuring suggestion to put in force the recommendations formarketing strategies, which can not only guide the development and implementationof the company’s marketing goals, but also has an important referencevalue in controlling the growth of smart home industry.