A Study On M Company's Marketing Strategy For Microwave Oven In The United States

The microwave oven was invented in the 1940 s.It is one of the most mature and most popular products in the kitchen appliance industry in European and American countries.With the strengthening of globalization and the transfer of industrial chain elements,Chinese manufacturing has become the mainstream of the industry.All microwave oven products are produced in China.As the world's largest single microwave oven market,the United States is one of the most important markets for global manufacturers.With the increasing concentration of home appliance brands and the continuous enhancement of market competition,how to maintain the continuous competitiveness of enterprises in a complex international environment and do a good job in marketing The research and practice of strategies and tactics are increasingly valued by export companies.This article first summarizes and organizes the domestic and foreign marketing research perspectives from a theoretical perspective,explains the marketing development process and current research results,and takes the company's U.S.market microwave oven business as an example,starting with the company's business overview and based on marketing strategy The importance of strategy and strategy,using SWOT analysis method to analyze and study the advantages,disadvantages,opportunities and challenges faced by the enterprise during the development process,and put forward its opportunities and problems in the marketing process;using STP,4P and other theories to M company Based on the analysis of the market segmentation,target market selection and market re-positioning of the US strategy of microwave ovens,the company's re-marketing position in North America was proposed,and the company's marketing strategy optimization was summarized from product promotion and price competition.,Channel expansion and promotion methods to improve the discussion of the US marketing strategy of M microwave ovens: First of all,product strategy needs to expand and upgrade the core selling points of products,promote the development of independent brand business,actively build brand image,implement product differentiation strategy,according to customers Demand continues to develop new products to accelerate smart manufacturing and product intelligence.In terms of price,in a fully competitive market,the pure cost pricing method should be changed moderately and flexible pricing.In the distribution channel,broaden the customer base,reduce dependence on large customers,and develop distribution customers.In terms of promotion,we should pay attention to multi-level marketing methods,strengthen after-sales service,and enhance combined promotion methods.Through the research and analysis of M company's U.S.microwave oven business,thisarticle aims to provide ideas for the further growth of the actual business,and at the same time provide a reference for the marketing strategies and strategies of the company's export business.