Study On Domestic Marketing Strategy Of JY Small Household Appl Iances Company

With the rapid development of economic globalization,the global consumer market is constantly transforming and upgrading.As a product closely related to consumers’ daily life,the development of small household appliances industry is largely affected by the changes of consumers’ income level,lifestyle and consumption concept.With the development of the times.rapid social changes,increasing national income and technological innovations,the demand for small household appliances in China is expanding.A variety of emerging small appliance brands are emerging,product appearance,function and other selling points are constantly innovating,consumers have more choices,and the competition between small appliance enterprises is becoming more and more fierce.At the same time,in the current new era of rapid development of new media and self-media,with the post-80s,post-90s,even post-00s become the mainstream of small household appliances consumers,chaotic product system,unspectacular products,single channel of distribution and so on is difficult to impress consumers,this makes it necessary for small appliance companies to put more effort into grasping consumer demand and to constantly innovate in the way they access the market.As a result,how to grasp the current situation of marketing strategies for small household appliances and thus develop marketing strategies to keep up with the times is now an important issue for companies.Under the background of the development of this industry,it is very important for companies to formulate effective marketing strategies according to the market development trend for them to be invincible in the fierce industry competition.Companies must be keen to follow market changes and constantly adjust their marketing strategies in order to gain market and consumer acceptance.Based on the above background,this paper relies on literature research,key person interviews,questionnaires and other methods,to JY small household appliance company as the research object,analysis of its marketing environment,development status and marketing strategy issues,and to plan the marketing of small household appliances in terms of product,price,channel and promotion.It will enable JY small household appliance company to maintain its advantages in the competitive environment of the market,improve the competitiveness of the industry and gain profits.Based on the research of relevant marketing theories,this paper firstly conducts a PEST analysis of JY small household appliance company to derive the macro environment of this industry.Then the development status of this industry is analyzed to identify the characteristics of the current stage of it.The Porter’s Five Forces Framework and SWOT analysis were used to determine the competitive environment and the various problems faced by JY company,as well as the target market and positioning of JY company through STP analysis.Through the analysis of target market selection,it was concluded that the main customer group of JY company is the young consumers with middle and high income and their families,mainly the post-80s,post-90s and post-00s On this basis,the marketing strategy design of J Y company includes strategies of product.price,channel and promotion.This paper suggests that JY company should continue to increase its research and development efforts on its products in order to design quality products that are more technologically advanced and more responsive to new needs.At the same time,the company should systematically sort out and integrate its product range and launch a main series,so that consumers will not be at a loss when choosing small household appliances but will be more focused and efficient.On the basis of product quality,it is also important to improve the after-sales service system to give consumers a satisfactory user experience.In terms of product pricing,prices should be constantly adjusted in line with market dynamics to improve differentiated pricing strategies.Make full use of both online and offline marketing channels,the online platform makes marketing topics,designs marketing activities,and the offline channel enhances consumer interaction experience,so that JY small household appliance occupies an absolute advantage in the competitive environment of the market,so as to obtain long-term profits.At the same time,the implementation of the new designed marketing strategy for the establishment of safeguards,the company should establish talent and technical safeguards,establish smooth feedback and communication channels and mechanisms,improve the incentive system,actively tap and promote the core values of company and its culture,so as to ensure the marketing strategy operates successfully,and that the company develops better and faster.The significance of this research is not only to suggest optimization of the marketing strategy of JY company,but also to provide implications for the optimization and improvement of the marketing strategy of other companies in the same industry.This paper combines JY as a representative company in the small household appliance industry,the new marketing changes brought about by the current era,through the analysis of its marketing strategy,it not only provides a suggestion to solve the contradiction between consumers continuously pursuit of a better life and small household appliance companies offer inadequate and unbalanced products and services,but also provides ideas to the marketing and development of small household appliance companies in the new situation,to provide advice on optimizing marketing strategies in the current increasingly competitive small household appliance industry.This paper can further enrich the present research on marketing strategies for the small household appliance market and also provide specific suggestions for optimizing the marketing strategies for tangible products that are relevant in the current context.This is therefore an innovative aspect of the research and the value of this paper.