Research On Improvement Of Marketing Management Of Dexi Home Appliance Company

DEXI home appliances co.,LTD.is a white home appliance business.The company has successfully developed the sales business in national wide.The sales performance has been greatly increased since twenty years ago.The original "product and brand-centric " marketing management in DEXI company has played an indelible role in the company long-term development period.But in recent years,along with the economics enter into the down cycle,home appliance industry has also come to an era of low profit.Especially in traditional product area,the price competition is very fierce between home appliance companies and the dealers since the market saturation keeps intensify,which leads to the profit margin further squeezed.Along with the reform of the supply side,home appliances company also need to change their marketing management to consumer-centric to meet the market demand.As the development of e-commerce,online sales channels have great impact on the traditional sales channels.Online and offline marketing efficient management has become an urgent problem to be solved.The fast development of technology brought to the enterprise opportunities,at the same time,brought challenges as well.DEXI home appliance must optimize the marketing management by actively use network technology and large data analysis technology.Under the environment of policies,which include government advocates home appliance consumption transformation and upgrading,development of intelligent household appliances,environment protection,etc.,DEXI home appliance should actively adjust the marketing management to grasp the opportunity to win the market competition.This article take DEXI home appliance company’s marketing management as the research object,points out that in the new period the original company marketing management which is based on product centralization and brand centralization will no longer adapt to market development,should be adjusted and improved.In this article,it’s based on "4P" and "4A" theory,from several marketing management dimensions,analysis the problems one by one,on DEXI home appliance company product management,price management,channel management,promotion management,and also analysis company marketing organization management,information management.To explore a new marketing management solution which is focused on the consumers.First of all,analysis current DEXI home appliance company marketing management status,point out the existing problems,then figure out the reasons behind.Furtherly,point out based on the consumer centralized optimization target and ideas,to improve DEXI company marketing management,and point out the implementation plan and process for the new designed system,as well as the supporting measures of people,financial,organization and information.Finally the article pointed out the shortage of the article,and the prospects for further research,for example,to study on area discrepancy.From the perspective of theory and practice,the article is to explore improvement methods of marketing management which is based on consumers centralization and suitable for DEXI appliances company.In this way to effectively applied to solve the problem of existed marketing issues.From a theoretical point of view,the Article studied in the current information age which is consumers as the center,the "4P" marketing management theory to guide home appliance enterprise marketing management to adapt to the internal and external environment,to carry on the improvement and innovation,to maintain market competitiveness.From the perspective of practice,the article studied,in consumer service economy era,the suitable way of development direction for the white home appliances company’s marketing management practices,to solve enterprise real marketing problems.Hope the research will provide a certain reference value to DEXI home appliance and the same type of home appliance enterprises marketing management improvement.