Research On Marketing Strategy Of High-end Home Appliances Based On Consumer Behavior Theory

China's home appliance industry has developed rapidly and occupies an important position in the global market.In recent years,with the reorganization and integration of the home appliance industry,the industry's concentration degree has been improved,forming the home appliance giants represented by TCL,kelon,gree and haier,and the competition in the home appliance industry has become increasingly fierce.In the home appliance industry,because of the convergence of products,most merchants choose price as the breakthrough point for marketing,while ignoring other aspects.High-end home appliances exactly solve this problem.In recent years,going high-end has become an important trend in the sales of home appliances industry,which can provide customers with better consumption experience and obtain higher economic benefits.Coupled with the rapid development of domestic economy,the improvement of people's consumption level and the transformation of consumption concept,people began to pursue high-end products,which led to the development of high-end household appliance industry.In order to seek a broader market and gain more market share,domestic home appliance manufacturers turn their attention to the high-end home appliance market and explore the marketing path of high-end home appliance.With the continuous development of the new generation of information technology such as the Internet,traditional household appliance enterprises have been gradually inclined to service-orientation and informatization transformation,providing more personalized high-end home appliance customization services and paying more attention to the needs of consumers.On the basis of summarizing the high-end home appliance consumer behavior and marketing strategies and other relevant theories,this paper constructs a model of high-end home appliance consumer behavior and preliminarily describes and analyzes consumers' "pre-purchase","in-purchase" and "post-purchase" behaviors,so as to deeply explore consumer behavior.On this basis,this paper studies consumers' cognition,purchase motivation,refusal reason and other behavioral habits,and applies likert five-level scale to infer consumers' evaluation of the characteristics of high-end home appliance products.At the same time,the Logit model was constructed to analyze the factors influencing consumers' purchase of high-end household appliances,so as to predict the demand of different consumers more accurately.Through the above analysis and research,it can be seen that the consumers are most concerned about the performance level of high-end home appliance products,and the most significant factors influencing consumers' willingness to buy high-end home appliance products are the income level of consumers and the evaluation of current prices.Therefore,combined with the above research results,the marketing strategy of high-end household appliances is proposed from the three aspects of product strategy,brand strategy and channel strategy.