Study On The Marketing Strategy Optimization Of Haier Washing Machine In Gansu Market

After years of rapid development,China's home appliance market has achieved high-speed growth.However,due to a series of reasons such as the international financial crisis,the withdrawal of the state subsidy support policy from the market and the weakening of consumer demand,it is undergoing profound changes.The washing machine takes the representative home appliance product,the industrial structure promotion obviously,has entered the mature stage now,in 2019 the domestic market scale growth rate drops.Haier Group is the leader of the washing machine industry.Lanzhou Haier Industry and Trade Co.,Ltd.(Lanzhou Haier)is responsible for the sales of Haier washing machines in Gansu market.Although Haier has become the first electric brand in Gansu province,with a 25% share,haier washing machines in the Gansu market have to try hard to adapt to the current macro environment on the one hand,and on the other hand to meet the fierce challenges of competitors competing for the market,at the same time,it was also affected by factors such as the decline in the domestic home appliance market and the rise in the price of raw materials,which caused Haier's sales growth in the Gansu market to drop significantly,how to improve Haier Washing machine in Gansu market marketing strategy,continue to improve Haier washing machine in Gansu market share has become Haier must solve the problem.In this paper,Haier Washing machine market in Gansu as the research object,first of all,Haier Washing machine marketing research at home and abroad and related theoretical basis,then it summarizes the development background and product characteristics of Haier Washing machine in Gansu Province,and analyzes the marketing problems of Haier washing machine in Gansu province through the investigation of Haier consumers and operators in Lanzhou.In addition,this paper analyzes the marketing environment of Haier Washing machine in Gansu Province by means of PEST and SWOT,and puts forward the marketing optimization strategy suggestions of product,price,channel and promotion based on 4P marketing theory.Through the research on the marketing strategy optimization of Haier Washing machine in Gansu,this paper helps Haier washing machine to further expand its market share in Gansu market and adjust its strategy in time to deal with the change of the market situation of washingmachine,to improve the marketing management level and Customer satisfaction of Haier Washing machines in Gansu market,to enhance the brand image and market competitiveness of Haier washing machines in Gansu.