A Study On The Marketing Strategy Of The Kitchen Appliance Business Of Joyoung Corporation

This paper takes the marketing strategy of Joyoung corporation as the research object,development trend based on the theory of literature research,field survey method as the main research methods and means,carry out the related research work.Firstly,the connotation and theoretical basis of marketing strategy are summarized,and the innovation trend of marketing strategy at home and abroad is summarized.Secondly,this paper introduces the company and its present situation,and summarizes the marketing status of the company from four aspects:organization.finance marketing system,marketing team and marketing performance.The internal and external marketing environment analysis of Joyoung corporation was carried out.Thirdly,the marketing strategy design of Joyoung corporation was carried out.SWOT analysis is adopted to obtain the general direction of marketing in the future.Then,the STP strategy method is adopted to carry out the target market selection under the trend of consumption upgrading,and to design more suitable positioning for the company in the target consumers' mind.Then based on the 4 p marketing mix theory,combined with the sun of the company's actual situation,from the product,brand,place,price,promotion of these five aspects to sun co.,LTD design is more suitable for the current situation in the competitive marketing strategy.Finally,from establishing and perfecting the marketing personnel training system,improve the performance evaluation and incentive system,strengthen the research and development and product innovation,the three aspects of marketing strategy for these provides adequate safeguards.