Study On The Improvement Of Marketing Strategy Of Fangtai Electric Appliances In Jiaozhou

Jiaozhou is a 4500-year-old small city with developed industry and good economy.The construction of Jiaozhou airport and railway station,large-scale demolition and the development of new urban district have brought massive chances to Jiaozhou real estate and decoration industry.Our country is composed of many small markets.Just like many industries here in China,The competition in domestic kitchen electric is fierce.As a leading brand of high-end kitchen electric,Fangtai should actively adjust the marketing strategy,expand new channels to change the status quo.Firstly,this paper analyzes the background of the research,and combs both the domestic and foreign related literature.On this basis,analyzes the macro environment,business status and existing problems of Fangtai Electric in Jiaozhou,and then formulate strategic choices,carry out market segmentation,determine target market,and determine market positioning.Finally,formulate the marketing strategies from the product,pricing,channel and marketing.In order to ensure the implementation of marketing strategy,through the recruitment of staff,community marketing and improve the services to ensure that marketing strategies can be effective.The conclusion of this paper is based on the data and research results of the Fangtai in Jiaozhou,combined with marketing theory,the author illustrated this paper through experience the company’s products,participate in the business process,This will have a certain reference significance to guide our kitchen electric enterprises to formulate marketing strategies.