Research On Marketing Strategy Of Small Home Appliance Of SEB Company In China Market

China's small household electrical appliance industry has entered a rapid growth phase after nearly 20 years of market development,the entering of large domestic appliances enterprises and foreign household appliances companies have intensified competition for small home appliance industry,as well as accelerate the marketization of small home appliance industry development objectively.At present,the overall market size of China's small household appliances has exceeded 100 billion yuan,and still maintain the momentum of sustained growth,and the industry has crossed a simple scale low-cost competition,go to upgrade the industrial structure transition.Market demand and competition in the industry tend to focus on the product's intelligence,industrial design and user-friendly practicality,energy saving and environmental protection technology application level.Therefore,various enterprises strengthen product R&D efforts and launch of new products to meet consumer strength in the high-end market,obtain higher profit margins.SEB Company which invested by France entered into China in the 90s,it has a good sales performance because of its international brand background and the introduction of a large number of imported products about middle and high end small home appliance market in our country in the early.But with the development of small home appliance market structure in China upgrade,local research and development of small home appliance manufacturing level unceasing enhancement,SEB company did not have the former advantage any more,its original market development strategy and marketing strategy also reflects the inadaptability of actual market.In order to be able to make the SEB company occupy initiative in the fierce market competition,further improve the company sales in the small home appliance market,expand market share,SEB small home appliance products in the Chinese market marketing problem had been carried on the thorough research in this paper,The main contents of the text and achievements include four aspects.First,using PEST related theory knowledge,according to external and internal operating conditions of SEB companies research,analyze the main factors which affecting SEB company small home appliance product market operation.Secondly,using the SWOT analysis method and based on the current development from the company's advantages,disadvantages,opportunities and threats four dimensions to analyze that problem of development and opportunity grasped which the company should pay attention to.Again,in view of the small home appliance product market sales decline status,combined with its marketing in the case of the problems and shortcomings,using the theory of STP and 4 p and 4 c theory to develop all aspects of marketing strategy for the company.Finally,in order to ensure the marketing strategy which put forward in this paper can get the actual application,from the company organization and management,marketing,process management,information management,and others to make corresponding safeguards strategies.The research significance of this paper is to use a variety of research methods to analyze small home appliance market in China deeply,provides a strong support for strategy adjustment of the SEB Chinese market.Through the research then make conclusion that relocation SEB small home appliance products in the Chinese market,Formulate the corresponding marketing mix strategy;Put forward the feasible marketing strategy implementation safeguard measures.