Research On Marketing Strategy Optimization Of Air Purifier In HN Company

With the development of society and economy,the concept of "great health" is deeply rooted in people's hearts,and people pay more and more attention to health issues.Nowadays,the air environment is bad,which threatens people's health from time to time,and people's demand for related products such as air purifiers is on the rise.According to statistics,from 2014 to 2018,sales of air purifiers and other products have maintained a growth rate of more than 23%.At the same time,competition in the industry is intensifying.More than 600 domestic air purifier manufacturers have broken through.As a“new recruit”in the industry,how to stand out from the competition and increase market share has become an urgent task.Based on the research and analysis of relevant domestic and foreign marketing theories,the company made external macro environmental analysis,competitive strategy analysis,and corporate situation analysis.It was found that the company's marketing has blurred product positioning,a single narrow marketing channel,and market competitiveness.Not strong and so on.Based on this,through the analysis of the consumer market and the selection of the target market,the market segments with potential and rapid occupation have been re-selected,and the product strategy optimization,price strategy optimization,channel strategy optimization,and promotion strategy optimization have helped companies Find the market positioning,achieve the purpose of improving quality and efficiency,expanding the market,and establishing a brand.With the advent of the Internet of Things era,the air purifier industry will face reshuffle.This article starts with the optimization of the marketing strategy of small and medium-sized enterprises(HN)companies,combines its own technical characteristics,proposes joint investment promotion,new retail and other models,and looks forward to the future marketing direction.Hope to provide reference for companies facing the same problem.