Research On The Optimization Of Bosch's White Goods Marketing Strategy

In the Chinese consumer market,Bosch home appliance business in the past 12 years to achieve rapid growth,such as product categories continue to enrich the product line of continuous upgrading,the same in the sales channels,the rapid expansion of various channels and growth.With the rapid development of Internet technology,emerging channels continue to emerge,consumers purchase and decision-making behavior is changing,and now the existing marketing strategies can’t fully satisfy the rapid development of market changes.Therefore,in order to cope with the dramatic changes in the market environment,Bosch brand home appliances need to optimize the existing marketing strategy.Based on the theory of marketing,this paper takes Bosch brand white electric as the research object of BSH Home Appliances(China)Co.,Ltd,and analyzes the macro environment and competitive environment of Bosch’,white electric marketing by using PEST,five force model and SWOT and other research tools and their own environment,identify the existing opportunities and challenges,strengths and weaknesses and the existing marketing strategy problems,clarify the need for marketing strategy optimization;then dissect the different consumer groups of thinking and behavior characteristics,analysis of their respective consumer demand characteristics,and the resulting impact on marketing strategies.On this basis,the proposed marketing strategy optimization goals,STP strategy optimization,marketing mix strategy optimization,after-sales service optimization,etc.;Finally,the development of marketing strategy to optimize the protection measures.The research results of this paper not only provide theoretical support for Bosch brand home appliances response to the current unfavorable marketing situation,but also provide a practical reference for the future active and effective market expansion activities.At the same time,the idea of marketing strategy optimization will also focus on the whole domestic white industry promotion and popularization of the use of a positive guiding significance.