Research On Marketing Countermeasures Of Lecon Small Appliances Under The Background Of "Internet +"

"Internet +" is the most prominent feature of today's world economy.It relies on network communication technology to deeply integrate resources in various fields and comprehensively improve its circulation speed.The Internet has quietly changed the way of production and management of traditional enterprises.Under this circumstance,whether the development strategy of the enterprise can be linked to modern network technology has a crucial and profound impact on the survival and legal system of the enterprise.Foshan Lechuang Network Technology Co.,Ltd.is a small household appliance enterprise in Guangdong Province.The company's distinctive feature is its deep integration into the Internet and its overall competitiveness.The company was founded in 2006.Since its establishment,the company has been engaged in R&D,production and sales of home appliances and health appliances,and has successfully launched a number of well-known home appliances.Its products are mainly exported to Europe,the United States and Russia.Developed countries and regions such as Australia,and have long-term cooperation with many well-known domestic brands to actively explore the market.Since its establishment,the management of Lechuang has established a development strategy of advanced technology and differentiated competition with a highly sensitive sense of competition and relying on modern network information technology.It has maintained a high-speed development trend in the field of small household appliances and achieved remarkable results.With the advent of the era of network communication,the company has reviewed the situation and adjusted its strategy in time to ensure its core competitiveness is prosperous.Based on personal interviews and survey documents,this paper deeply analyzes the production and business model of Lechuang Home Appliances Co.,Ltd.in the network environment,and then systematically analyzes the positioning and development process of Lechuang Appliances Co.,Ltd.,focusing on the company's online sales and Different marketing effects brought by the two methods of offline sales.At the same time,we conduct a multi-level evaluation of the Internet marketing strategy implemented by Lechuang Home Appliances from a professional perspective,and analyze its main results and internal problems and their causes.On this basis,we conducted a horizontal comparison and vertical analysis of the sales performance of Lechuang Household Appliances and other companies in the same industry,and studied the company's internal potential and market prospects from multiple levels and angles.Based on the "Internet +" and management related theories,this paper adopts a variety of methods such as investigation and research,PETS analysis,theory and practice,and systematic literature analysis to systematically and deeply analyze the implementation of Internet marketing by Lechuang.The first part is the introduction,which mainly introduces the research background,important significance,main content,core research methods,domestic and foreign research in related fields and main research ideas.The second part is related concepts and basic theories.It mainly analyzes the core meaning,origin and development evolution,intrinsic essence and social significance of the "Internet +",and the utility of Internet thinking.At the same time,it also focuses on the market development of small household electrical appliances.These studies are all prepared for systematic analysis of the production and operation of Lechuang Technology.The third part is the analysis of the basic situation of Lechuang.It mainly expounds the basic situation of Lechuang Company,including brief introduction of the company,main development history,core organization mode,etc.In combination with the background of “Internet +”,PEST and SWOT various analysis methods are used to deeply study the company's sales and sales,and further Propose the problems in the company's marketing and analyze its development potential and prospects.The fourth part is a systematic analysis of the development strategy of Lechuang.The author first studied the company's strategic planning in the field of small household appliances,including the company's mission,key objectives and business development.Secondly,it systematically analyzes the company's active STP strategy in the field of small household appliances,including market segmentation,selection,positioning and so on.Finally,through the professional perspective,it analyzes the development strategy of small household appliances,including its competitive choice and differentiated competition.The fifth part is the analysis of the related strategies of Lexin's small household appliances marketing.This part analyzes the competition strategy from the perspectives of products,prices,channels and promotions of small household appliances under the background of “Internet +”,thus expounding the position and advantages of Lechuang Technology in the market,and pointing out A prominent problem exists.Relying on the "Internet +" thinking,the author put forward constructive opinions and suggestions on the problems existing in the company's production and operation,and proposed a new marketing concept.The specific concept is divided into four aspects:(1)Product strategy: propose a new user experience-based product design model,a variety of product portfolios,and the need to increase brand connotation.(2)Price strategy: scientific research develops moderate low-price strategies,bidding strategies,and market pricing strategies.(3)Marketing channel strategy: It mainly introduces the importance of establishing a sensitive manufacturing system,selecting a marketing platform,broadening the distribution channels of the next level,and establishing a scientific logistics system.(4)Promotion strategy: Actively build a variety of promotion mechanisms based on the Internet environment,including advertising marketing,site promotion and other strategies.The sixth part is the conclusions and recommendations.In order to ensure the steady implementation of the company's marketing strategy,the author proposed corresponding safeguard measures.Relying on the specific market investigation,the feasibility and necessity of small household appliances operation under the Internet environment are measured,and the specific conclusions that can be referenced are obtained,which have certain reference significance for other companies in the company and small household appliances field.