Research On Localization Marketing Strategy Of XX International Small Home Appliance Brand

With accelerating globalization and rapid development of China's economy,the huge Chinese market attracts any enterprise,the home appliance industry competition heats up in recent years,but the small home appliance market is a very attractive field,after nearly 20 years of development,its overall market size has topped 100 billion yuan.Due to the considerable profit and market,each capital is fighting for this final bucket of gold' of the home appliance industry.In the 1990 s,XX big home appliance products entered China,with the brand and technology advantage,well known as high-end brands,but small home appliance did not but mainly in Europe.Now technology and brand gap is not obvious gradually between Chinese and foreign brands,profit pattern of foreign brands is broken.Depends on the scale and cost advantages,domestic brands started wars at price and promotion side,foreign brands struggling cope with the wars,even some Japanese brands quit Chinese market.Now come into China,XX brand have to face Philips,Eelectrolux who came many years ago,and Haier,Midea,Joyoung these strong local rivals,want a share in the Chinese market is very difficult.In this context,in order to make XX small appliances gain a foothold in the fierce market competition when enter China,and achieve sustainable development,it is necessary to choose the appropriate localized marketing strategy.In this paper,the localized marketing strategy of XX small appliances is studied from the perspective of market entry.Firstly,the paper studies the current market situation and development trend.Secondly,using STP theory,positioning theory,competitive advantage theory,market segmentation and market positioning are carried out.By analyzing the differentiation advantage of the brand,we find the market vacancy to determine the product positioning.The 4P theory is used to analyze the suitable product,channel,price and promotion strategy for brand development.Finally,it pays attention to the reality and makes suggestions on the problems and difficulties that may arise in the implementation of the strategy.This paper hope through research of the localization marketing strategy of XX small home appliance in Chinese market,to offer some reference to other small appliance brands s in product,pricing,channel and promotion strategy to but also for other products of foreign brands to enter the Chinese market.