Study On Marketing Strategy Of Guangzhou Hemisphere Group

At the end of2014，"Economic new normal" put forward the direction and newgoals for the development of domestic economy，the domestic economy from thehigh-speed growth for high growth, and development must from low and middle levelto high level.In the face of the new situation of economic development Chinese, thedomestic enterprises need to further adjust the structure, to adapt to the environment,through continuous reform and innovation to seek a new path for the development ofenterprises. Since the reform and opening up, household electrical appliance industryhas become the most rapid development, the most intense competition, one of thehighest in the industry maturity, and small household electrical appliance industrybecame a household electrical appliance industry a dark horse. As the operation ofsmall household electrical appliances of the old enterprises of Guangzhou hemispheregroup, how in the new economic situation, promote enterprise brand image,improving the enterprise marketing management ability, increase enterprise profitreturn is an urgent problem.First of all, the author chose Guangzhou hemisphere group marketing strategy asthe research object, the one is due to the author of the small household electricalappliances industry deeply interested in, its convenient,fast, intelligent characteristicsadd many pleasure for life, the author has become a small assistant indispensable indaily life; the second is the author from since, has been engaged in marketing inenterprises, some marketing work experience, To master the use of MBA during thestudy of theoretical knowledge, combined with the enterprise marketing practice,mining problem and solve the problem.Secondly, the significance of this research mainly reflects in two aspects of theory and practice significance. The theoretical sense, this paper applies the modernmarketing strategy theory to Guangzhou hemisphere group,can the theory as ascientific foundation to guide the marketing operation practice of enterprises, can alsothrough theoretical and practical combination of enterprise,To further enrich themarketing case, deepening the marketing theory. The meaning of practice, this paperwill according to the specific problems of Guangzhou hemisphere group marketingstrategy, in order to provide reasonable path to enhance its market competitiveness,and to provide reference for the marketing management of the domestic other types ofsmall household electrical appliances industry.Thirdly, this paper consists of four parts:The first part is introduction. I will startfrom the development situation analysis of domestic market economic environmentand small household electrical appliances industry, expounds the research backgroundand significance, clear the research content of this paper, and summarized the specificresearch methods. The second part is the marketing status and problems ofGuangzhou hemisphere group. One is briefly introduced Guangzhou hemispheregroup enterprise, including its stage of development, the goal of enterprise, enterprisevision and corporate culture and other content. The two is the analysis of Guangzhouhemisphere group of domestic marketing environment, points out its market salescontinued to decline the reality of the situation. The three is to tap the actual problemsexisting in the marketing strategy of Guangzhou hemisphere group: problems,problems of pricing strategy and channel selection of target market.The third part isthe in-depth analysis around Guangzhou hemisphere group marketing environment.Starting from the angle of macroscopic environment, then the hemisphere groupmarket demand analysis, the SWOT analysis on Guangzhou hemisphere group,objective and comprehensive understanding of enterprise development advantages,disadvantages, opportunities and threats.The fourth part is the design andimplementation of the marketing strategy of hemisphere group. One is the in-depth study of the hemisphere group market segmentation and target market selection,clarifies the evaluation target market, define the target market and target market of thethree key elements. The two is from the four aspects of the product strategy, pricestrategy, promotion strategy, channel strategy carried out in-depth discussion onmarketing mix strategy of hemisphere group products. Three is the implementation ofthe proposed security hemisphere group marketing strategy, and points out that thehemisphere group should carry out brand strategy, build enterprise culture; toestablish long-term training system; improve the performance appraisal and incentivesystem; strengthening the consciousness of service, after sale service systemconstruction.Finally, the research methods of this paper mainly includes the literature researchmethod, comparative research method, investigation method and statistical analysismethod.