Research On Domestic Marketing Strategy Of H Household Electric Appliance Company

The domestic and foreign environments are undergoing tremendous changes.Under the trend of consumption upgrades,the consumption scenarios of the home appliance industry are constantly changing.The competition in the stock market is becoming more and more intense,and the incremental market is even more difficult to tap.In the domestic home appliance market,the arrival of 5G technology and mobile Internet has brought a strong impact on home appliance companies.Affected by factors such as the decline in industry scale,the impact of e-commerce channels,the increase in customer acquisition costs,and the decline in sales profits,home appliance companies’ The living space is constantly being squeezed.Faced with the pressure brought by changes in the industry’s consumption scenes,it is imperative to reform the marketing strategies of home appliance companies.In the digital and social era,the essence of marketing is the process of creating value for consumers and establishing a stable and strong consumer relationship.When things become more and more complicated,companies only need to ask the question:What is good for consumers?This paper selects a prominently representative H appliance company as the research object,and combines the company’s development background,market position,brand and product layout,and channel system information to analyze its macro and micro,internal and external marketing environments and marketing strategies Existing problems,conduct data analysis through market research,position the company in market segmentation,propose products,prices,channels,and promotion strategies,break the 4P boundary,and truly let the marketing mix’ run through the entire business process,so that the product needs research,planning,Pricing,trading,listing,control of goods and prices until the end of the clean-up to form the operation of the product side and the user side,and ultimately acquire the most users,realize the greatest user value,and enable the company to maintain a sustained scale and profit in the fierce market competition increase.Under the guidance of related theories,this article first conducts PEST analysis on H home appliance company,analyzes the macro market environment in which the home appliance industry is located,then analyzes the current situation and characteristics of the home appliance industry,looks for development opportunities,and analyzes the home appliance industry through Porter’s five forces model.Based on the company’s unclear brand positioning,imperfect product decision chain,unreasonable price system setting,conservative channel strategy,and promotion methods,SWOT analysis shows the company’s strengths and weaknesses and the opportunities and threats brought by major competitors.Single and low output issues to optimize marketing strategies.Use market research methods to analyze market segments.Through STP,select and position the target market of H home appliance company.The company should be positioned as a brand that meets consumer home use,provide high-quality products,and uphold health and intelligence.The product concept of the company has formed a good user reputation;then the marketing combination of the four aspects of product,price,channel and promotion strategy is carried out to propose a plan for the optimization of the company’s marketing strategy.Determine brand positioning based on customer needs,enrich product line portfolios to meet consumer needs in an all-round way,improve new product development based on market needs,and guide cross-product integration sales;channel-based price system design can ensure market price stability and take into account all processes The profit of the link has changed from price competition to value marketing;in the context of huge changes in the consumption scene,the design of the online and offline channel system is carried out,and the "one stock" model improves channel efficiency;introduces digital and social media communication,Strengthen public relations marketing,and then improve the efficiency of retail sales promotion,and build an excellent sales promotion team to effectively ensure the efficient implementation of promotion strategies.By improving the staff training system and taking advantage of the supply chain,we will strengthen organizational coordination and informatization capabilities to ensure the effective implementation of marketing strategies and ultimately win market competition.