Research On The Marketing Strategy Of Harbin Branch Of Fotile

With the development of the times,the change of science and technology,people’s living standards have been continuously improved,and the requirements for the quality of family life have become higher and higher.The requirements for the "kitchen",an important epitome of family life,have also continued to increase.Due to changes in local conditions,consumers are more inclined to choose a set of high-quality kitchen appliances based on the requirements of health,fashion and convenience,in order to bring a healthier life experience to themselves and their families.However,the kitchen appliance industry,as a part of household appliances,is more dependent on the rise and fall of the real estate industry.The industry itself is highly reproducible and there is no technical threshold.In addition,in recent years,the consumer population has become younger.The acceptance of these factors has made the competition in the kitchen appliance industry relatively fierce.If you want to emerge from it,you must have a unique marketing strategy and form a stable customer base.Therefore,this article takes Harbin Branch of Fangtai Group as the research object,and comprehensively uses marketing theory for analysis.There are five chapters in this article.First of all,the research introduction of this article is presented.Proceeding from the development environment of the kitchen appliance market,the research purpose and significance of this article are presented,the current research status at home and abroad is analyzed,the relevant theories of marketing and the research content and framework of this article are elaborated;secondly,the marketing environment of the Harbin branch Carry out analysis,explain the internal marketing environment from the company profile,organizational structure,etc.,explain the macro environment from the aspects of policy,economy,society and technology,and explain the micro environment from the aspects of consumer behavior and competitors;again,the Harbin branch Analyzed by marketing strategies,it is concluded that the company’s existing marketing strategies have serious problems of product homogeneity,excessive sales costs lead to higher product prices,unbalanced marketing channels,and too frequent promotional nodes.The cause of the problem lies in Ha Insufficient peripheral resources,high internal competition pressure,shrinking real estate industry and shortage of funds;then,from the perspective of products,prices,channels,promotions and other 4P marketing perspectives,the company’s marketing strategy adjustment plan is proposed.Specifically,product strategy optimization measures include product line innovation,strengthening product marketing communication,and improving product service systems;price strategy optimization measures include further seizing the low-end market,expanding customer ownership,and continuing to maintain high-end market dominance;channel strategy optimization measures include Aiming at the improvement of KA problem,innovation problem and peripheral problems in Harbin;promotion strategy optimization measures include differentiated marketing of channels,precise placement of media advertisements and selection of special promotion methods;finally,the Harbin branch is proposed from the perspective of system,organization,technology and manpower Implementation guarantee of adjusted marketing strategy.