Research On Marketing Strategy Of Miele–Luxury Kitchen Appliance Brand From Germany

After more than 30 years rapid economic development since the opening and reform up,Chinese high income levels rise and begin the pursuit of high quality of life style,including household kitchen appliances.So some Chinese put their sights on the German brand Miele and top class household kitchen appliances brands like Miele company gradually began to realize that China may become the most important market all over the world with huge demand.It is the right time to enter the Chinese strategic market.China is now the main driver to the growth of the global market for luxury goods.Although luxury consumer slowdown in China,China’s purchasing power is still strong in the whole world.As a family industry,Miele annual turnover of 3.7 billion euros in 2016 and the European market contribute with 75% of the global turnover.Fourth-generation heir to the Miele family has a lot of confidence to the Chinese market.After nearly a decade,Miele China won many landmarks developers of hardbound kitchen equipment contracts,which laid the first-line market luxury brand recognition and popularity in the kitchen appliances.This thesis makes a tentative discussion about business development problems on Miele brand in china sales marketing and puts forward the concrete marketing strategies,which hopes to help Miele business development in the whole China area in order to consolidate the Chinese market and its brand influence for satisfying the sustainable development of the company’s expectations.The first chapter is the introduction that the selected topic background and research significance of this thesis and then through the literature review and evaluation at home and abroad to draw the outline of the content of this paper to study and solve the problem and expounds the research methods and innovations.The second chapter is the theories that 4P marketing theory,STP theory and big customer relationship management theory are introduced in detail.The third chapter is Miele’s marketing environment analysis that we analyze the macro environment and the market environment of China kitchen appliance industry with PEST model and the competition.The Forth chapter is Miele marketing present situation and problems,including company background,current situation of the development of the company’s marketing operations,SWOT analysis and the company in terms of marketing strategy in China is facing problems and the analysis.The fifth Chapter is Miele’s marketing countermeasures that we analyze the main customer market and then set the appropriate target market policy with executes resolutely.Next the marketing strategy of Miele is enriched and optimized by 4P theory.The sixth Chapter is the implementation plan and guarantee that the chapter sets the safeguard measures to ensure the execution of the marketing strategy.However,we should prevent the problems that it may arise during the optimization process.The last Chapter is conclusion to make objective summary and prospect for this article.By studying the luxury kitchen appliances industry situation of status and development in future,it is necessary to analysis Miele such a top German imported luxury kitchen appliance brand in the Chinese market from its development direction and development strategy.At the same time it is important to plan the corresponding market development and make regional marketing management plan including how to expand the first-tier cities or second-tier cities and also a new non-traditional sources and the establishment of the potential market to discuss.Finally the optimized countermeasures and measures are put forward.