Huiyin Smart Community Co., Ltd. Marketing Strategy Research

China's electrical appliance retail industry has begun to develop since 1980's.It has experienced a transition from rapid growth to maturity,changing from sellers'market to buyers,market.With advances in production technology,appliance manufacturing process,products and service become similar and appliance retailers can hardly profit.Online to Offline became trend and competition became fierce.Appliance retailers stride into a new transitional period.Besides of Suning,Gome,Five-star and several large appliance chain retailers,there are a lot of regional appliance chain retailers such as Huiyin Smart Community occupying a large part of appliance retail market firmly.They have their own advantages and strive to transform actively.Therefore,taking Huiyin Smart Community as research object,a detailed analysis of its marketing strategies with its problems and solutions,is theoretically and practically significant.On the basis of research on Huiyin Smart Community's target market and positioning,this article explains Huiyin Smart Community's marketing combination strategies using theories of marketing management.According to the result of market research,we have found some problems in the marketing strategies of Huiyin:bad effect of band popularization,very few deals of online shopping,negative comments about services,loss of customers.This article analyzes reasons of these problems:the mode of band popularization is out-of-date,the page of online mall is unfriendly,employees are not professional,services of companies are similar.In this regard,this article gives the following suggestions:firstly,a clear market positioning,exploring different marketing forms,making itself popular;secondly,investing much more,making online platform more friendly,attracting more consumers;thirdly,paying more attention to human resource management;finally,establishing detailed files of each consumer,providing unique service to attract and stabilize consumer groups.Through this article,I hope to give useful recommendations for Huiyin Smart Community in the transformation process and references for other enterprises in the future as well.