Research On Marketing Strategy Of HZSX

HZSX is a Sino-foreign joint venture focusing on the manufacture and sales of washing machines.It is the top five brand in domestic sales.In recent years,changes in the political environment and economic environment have continuously squeezed the survival space of foreign-funded washing machine merchants,and the tactics of price competition has also made the marketing strategies,which used by HZSX,become less effective.The company urgently needs a practical marketing strategy and combination of marketing tactics to reverse the war situation.This article use the PEST analysis method to analyzes the macro-environment and industrial environment in which the company is located.Based on the company's current situation,it points out the current problems and reasons of the company.SWOT analysis method is used to find the internal advantages and disadvantages and the external opportunities and threat of the company.At the same time,the STP analysis method is used to optimize the market positioning.Based on Porter's three major theoretical basis for competition,the marketing strategy of the company has been choosed.Finally,based on this marketing strategy and referring to the 4Ps theory of marketing,we propose practical marketing strategies from the four dimensions of 4Ps,that is,put the marketable products in the key categories of goods,and load unique and characteristic technology to enhance the value of the products;Demand-oriented pricing methods and market-skimming pricing strategies will be used to set the price.Select appropriate channel widths and lengths according to product characteristics,strengthen channel merchandising,and strengthen the personnel incentives and marketing promotion,enhance terminal image.At the same time,in addition to the formulation of the marketing strategy portfolio,it proposes an implementation plan that helps the implementation of the strategy to ensure the execution of the marketing strategy and maximize the effectiveness of the marketing strategy.In this study,literature research methods,qualitative analysis methods,and questionnaire survey methods were applied to make the article scientific while being feasible and practical.This paper aims to clarify the company's position in the industry through this research and provide reference for HZSX in its marketing strategy and marketing tactics.It will help the company straighten out the direction of development,improve sales performance and avoid possible business risks.