The Study On Integrated Marketing Strategy Of S Group Water Purifier

In recent years,the rapid development of China's economy has not only led to a gradual global warming,but also provided unprecedented development space for various domestic industries.In addition,with the deep application of Internet technology,more and more traditional enterprises have risen rapidly.China's water purifier industry has also benefited from this round of economic growth.Because the health awareness of the people has obviously improved,the market for household water purifiers has also been fully opened,but there are huge risks behind the opportunities.The number of enterprises in the industry is constantly rising and the competition is becoming increasingly fierce.If the enterprise does not have its own unique core competitiveness as support,it will not be able to break through the development of the market.For production-oriented enterprises,excellent marketing strategy is the lifeline of the survival and development of enterprises.Only by integrating all kinds of resources and advantages of enterprises,can they complete a set of scientific and effective integrated marketing strategies to help enterprises gain an invincible position in the fierce industry competition.S Group is a traditional household electrical appliance enterprise.At present,it falls into the bottleneck of development because of the marketing problem of new product water purifier.This paper will take S Group's home appliance industry as the research background,and take S Group's water purifier marketing strategy as the research object.From the most scientific angle of integrated marketing,using the advanced marketing theories and models,such as 4C,this paper will help S Group to establish a reliable and sustainable relationship with customers,and to cultivate the marketing strategy of customer brand loyalty,which will enhance S group water purifier's market share,create the new profit space,so as to help S Group enhance the strategic position of integrated marketing in the management of enterprises,and help the enterprises gradually move to the leading position of the industry.This research starts from the real situation of the enterprise and its own actual work,uses the methods of enterprise investigation,qualitative and quantitative analysis,industry comparison and so on to analyze the present situation and development trend of the water purifier industry.This research analyzes the current situation of S group water purifier marketing,finds out the core problems of S group water purifier marketing,analyzes the marketing strategies of competitors through integrated marketing,network marketing,customer value chain and so on.And lastly this thesis helps S group water purifier to create a set of practical integrated marketing development strategy.The research results of this thesis can not only solve the current S group water purifier marketing dilemma,but also provide professional guidance and advice for other peer enterprises in the industry to solve similar problems.