Research On Marketing Strategy Of Panasonic's Purifier Products

Since the reform and opening up for 30 years,the Chinese economy has made great achievements.However,the ensuing environmental issues have also become one of the most urgent problems to be solved.The extensiveness,profoundness and irreplaceability of this issue have made international repercussions in recent years Environmental concerns are increasing.Global warming,white pollution,indoor pollution,as well as our country's hazy weather,have a serious negative impact on people's normal production,living,work and study.In response to the global climate deterioration process,a series of environmentally friendly products continue to be developed,easy anti-haze masks,high-end air purifier products.Air purifiers are a new category of appliances with high unit price.Their consumers are mainly young people in first-tier and second-tier cities and mass consumer groups that demand higher quality of life.They are highquality consumer products.In addition,with the passage of time,with the growth of the Internet 80,90 and gradually become the new mainstream consumer groups,the new mainstream consumer groups in the shopping habits,media choices,payment methods and traditional consumers have a significant difference.Panasonic Air Purifier products are still one of the leaders in the air purifier market,but with the changes in consumer groups,how to achieve the traditional enterprise and the Internet,the depth of integration of new media,continue to maintain the leading position is Matsushita Electric urgent need to be resolved problem.This paper takes the new media marketing strategy of Panasonic's air purifier product in the mobile Internet era as main topic,and uses the five-force model,SCP analysis,consumer analysis,and SWOT to analyze the external environment and internal advantages of the company,and then through STP,marketing Analysis,the Panasonic air purifier should be to maintain the original mass consumer and further tap the new mainstream consumer market in the same time to provide consumers with full-service,to create fashion healthy air purifier brand,long to maintain the brand of air purifier brand Status,On the basis of this,the 4Ps analysis is used to design the overall marketing mix of Panasonic air purifier from four aspects: product,pricing,channel and communication.Finally,the specific marketing strategy of Panasonic air purifier is put forward.In the 4Ps analysis of the overall Panasonic air purifier,focusing on the promotion of 4Ps as the focus of the study,the promotion strategy mainly focuses on the new media.The new media represented by WeChat and Weibo have a profound impact on various aspects such as politics,economy,culture and society.They not only show their prominence in the spread of news media,but also continuously raise their value in commercial applications.The influence of information and network on enterprises is obvious.The rapidly growing and maturing new media has created a good channel for information dissemination and marketing for market players,and the number of enterprises applying new media communication strategies has been on the rise.Compared with the traditional media,on the new media platform,enterprises can make use of the media platform and users to conduct two-way interaction and communication to get valuable information about themselves;on this basis,enterprises can make appropriate responses and feedbacks,not only Able to enhance their service quality,but also in a variety of new media launched a variety of forms of corporate branding and construction activities.