Analysis On Marketing Strategies Of Ecovacs's Home Service Robots In Germany

With the continuous economic development of China,the competition in China's household appliance market is increasingly being tensed up.Supported by the national policies,in the process of China's improvement in home appliance industry from "made in China" to "created in China" and to "intelligent manufacturing in China",the robot industry has grown at a high speed.Big enterprises in China began to expand to overseas markets.Among them,ECOVACS Robotics(hereinafter called ECOVACS)has been a pioneer of home service robots.In recent years,ECOVACS has established sales subsidiaries in Germany,the United States,and Japan,and has successfully developed its markets to more than 30 countries like Spain,Switzerland,France,Canada,the Czech Republic,Poland,and Malaysia.In general,ECOVACS has achieved good sales results in the intermational market,especially in Germany.Germany is a world-famous industrial power.Since modern times,German has been the leading role in the industrial field.As the German government raising the industrial 4.0 strategies to the national level,this has further promoted the German industry.Against this competitive background,ECOVACS has achieved rapid growth in the German market and once reached No.1 among products in the same product category on Amazon,which was a remarkable achievement.Due to the increasingly fierce international competition,Chinese enterprises like ECOVACS must improve their international competitiveness if they want to survive and develop under the condition of economic globalization.At present,the competitive challenges faced by enterprises not only come from product prices and technologies,but also the diversity of sales channels,the brand influence,enterprise management,and cultural identity.So this paper takes ECOVACS's achievements in the German market as an example and analyzes why the company can win remarkable achievements in the German market,which factors contributed to their success.The paper is divided into six chapters.The first chapter mainly introduces the research background and significance,reviews the relevant literature works at home and abroad,and expounds the development of the SWOT analysis method,Porter's five-force model and other related theories.The second chapter introduces the overall development history of service robots and the market status of ECOVACS and then predicted the future trend of service robots.The third chapter uses SWOT analysis theory and Michael Porter's five forces model to comprehensively analyze the internal strengths and weaknesses that ECOVACS needs to pay attention to in the development of the German market,the opportunities and threats that ECOVACS arc faced within Germany.The fourth chapter and the fifth chapter are the analysis of the marketing strategies of ECOVACS in the German market from the four aspects of product,price,promotion,and place,and accordingly put forward some recommendations.The last chapter is an overall summary.Chapter six again clarifies the fact that home service robots are in a stage of rapid development.ECOVACS should pay attention to those opportunities,which can be fully used to speed up the development of the company.Also,the author points out the marketing strategies that the domestic smart home industry can learn from in the development of ECOVACS.