A Study On Market Repositioning Strategy Of Kitchen Appliance Enterprises

In nearly four decades of reform and opening up,the development of China's familyowned enterprises has gone through from initial small workshops to middle-size factories and finally to listed enterprises.As one of the typical representatives of familyowned enterprises,family-owned household electrical appliances enterprises have become the main force which drives China's economic development.However,with the passage of time,home appliance manufacturing enterprises are now facing many challenges.The original product positioning no longer matches with the rapidly changing environment.A large proportion of home appliance family enterprises are engaged in the production and sale of kitchen appliances.Among them,some home appliance enterprises hold up half of the kitchen appliance industry.However,with the changes of the times,the advantages of leading enterprises in the kitchen appliance industry are gradually losing.The emergence of these problems requires the repositioning of leading enterprises in this industry.This paper applies relevant marketing strategy theories and analysis tools and adopts research methods of literature analysis and case analysis to carry out a detailed study on the market strategy of VATTI,which aims to analyze existing problems and then proposes specific repositioning strategies.This paper believes that VATTI's market positioning strategy needs to be re-examined since the original positioning can no longer meets the changes in today's environment.This paper will propose specific measures for market repositioning in terms of product strategy,channel strategy,price strategy,brand strategy and family business organization structure.