Research On Marketing Strategy Optimization Of H Company's Color TV

China has the largest production base and consumer market of color television set in the world.Persevering with innovation on technologies,products and market places,Chinese color TV set companies improve the development of this industry over the world.Meanwhile some situations are faced in domestic market,such as excessive competition in the stock market,low-growth of sales and the fall of average profit rate of the industries.Therefore,it is necessary for color TV set companies to survey the market circumstances and optimize marketing strategy as well,and thus promote sustainable development of companies.Based on above context,this paper would take the company H as an example considering the fact that it is facing the failure of marketing mode and sharp decline in corporate profits.To find out the fundamental cause of that,it is necessary to thoroughly examine the marketing strategy of H company,with making detailed analysis of the internal and external market and competitive environment while expounding its advantages and disadvantages.In this process,PEST Analysis,Michael Porter's Five Forces Model and SWOT Analysis would be helpful as methods.According to customer survey data,this paper would optimize the consumer market segmenting,target marketselection and positioning in terms of STP strategy.Then the Marketing Theory of4 Ps and after-sales service of color TV set marketing would be optimized as well.According to the theory of Integrated Marketing Communication,the paper would integrate word-of-mouth marketing,experience marketing,event marketing and community marketing,and put forward the supporting conditions to ensure the implementation of marketing strategies.The company H would ultimately get a brand new marketing strategy optimization system,so as to broaden the company's marketing management ideas.This paper focuses on the marketing behaviors that H company has practised for products,then accesses a forward-looking plan about marketing strategy for color TV set products by means of combining theory with practice.Obviously,the plan is pertinent and operable.Also the paper is significant at reference in innovative marketing for Chinese color TV set industry.