Research On The Marketing Strategy Of C Company’s Smart Refrigerator Products

In the context of the gradual maturity of Internet technology and people’s continuous pursuit of a better life,smart homes have been more and more widely using in the family.As an indispensable electrical appliance in smart homes,smart refrigerators have huge market potential and broad development space in recent years.Company C is a manufacturer of traditional home appliances and has strong manufacturing capabilities in the field of traditional refrigerators.Nevertheless,with the growing demand of consumers for smart refrigerators in the new era,the existing marketing strategies of traditional refrigerators can no longer achieve the promotion effect.At present,there are some deviations and mismatches in the market positioning of traditional refrigerators and selection of target customers of Company C,so it also needs to change marketing strategy according to the existing market conditions.In this thesis,the existing marketing strategy of Company C is sorted out,the market status of the refrigerator industry and the market trend of the smart refrigerator industry are briefly analyzed.It is found that Company C has the following problems in the existing smart refrigerator marketing strategy:outdated brand image,incorrect selection of target groups in market segments,lack of support in the high-end market,serious product homogeneity,low consumer awareness of smart refrigerators,inconsistent industry technical standards and access,frequent security issues of intelligent products,etc.Firstly,based on the internal sales data of the company,tools such as PEST,SWOT,and Michael Porter’s Five Forces model are used to analyze the external environment and competitions of the company,adjust the STP strategy,re-optimize the selection of market segments and market positioning,and set a new smart refrigerator brand concept.Secondly,targeted suggestions are put forward on the specific conditions of company C’s products,prices,channels,and promotion strategies.Finally,a marketing strategy implementation and guarantee system is proposed,including a feasible action plan for the three stages of product marketing,the management and control of marketing costs,marketing goals,and marketing efficiency,and guarantees in organization,manpower,technology,and social relations.It is hoped that under the operation of this system,the entire marketing strategy can be carried out in an orderly manner before,during and after execution.This study provides a reference plan for the transformation of Company C as a traditional refrigerator manufacturer.