Research On Product Network Marketing Strategy Of Hefei Peien Electric Appliance Company

With the development and application of information technology,e-commerce has brought about a qualitative change in people’s consumption habits and concepts such as life and shopping.Online consumption has become an important channel of human daily consumption in the new era.Therefore,strengthening the development of enterprise network marketing is an important content of enterprise marketing management at the present stage,and it is also a necessary choice to carry out product marketing.At present,with the continuous development of China’s urbanization progress,gradually into the mature stage of the development of home appliance industry in China in recent years,intelligent home hutch,integrated home kitchen appliances and other widely popular among consumers and recognition.Driven by the development of urbanization,people’s pursuit of quality of life is more diversified.Modern home appliances have become one of the necessities of ordinary people’s lives.This has also accelerated the rapid development of China’s home appliances market.Compared with the past,China’s home appliance industry has also developed from a single home appliance product to a diversified and intelligent modern home appliance product.Whether it is production process,patented technical means,etc.,China’s home appliance industry occupies an obvious competitive advantage in the world home appliance market,and independent Chinese home appliances have also become one of China’s important famous brands in international trade.And the rise of e-commerce and development greatly pushes forward the development of home appliance industry marketing.Depends on the network marketing of electric business platform become the domestic home appliance enterprise brand marketing one of the main channel,but it also has had the enormous impact to the traditional off-line marketing.How to balance and apply the relationship between network marketing and offline traditional marketing to maximize the benefits of home appliance marketing is the core problem faced by domestic home appliance enterprises in the choice and implementation of network marketing.For an in-depth understanding of the present stage our country small and medium-sized electrical appliances enterprise network marketing present situation and related problems,in this paper,hefei patron electric company as an example,through to the patron electric company’s existing marketing model and the actual situation of the network marketing research,the introduction of a PEST analysis model,SWOT matrix as the current patron appliances such as the macro environment facing the company network marketing,Summary and analysis on the internal environment,etc,and on this basis,summed up the current company in the shortage of the problems existing in the network marketing,based on the problem analysis,use 4 p marketing theory,from the product strategy,price strategy,channel strategy and promotion strategy four aspects respectively,puts forward the specific network marketing suggestion measures,build a new network marketing plan,Put forward appropriate safeguard measures.It is hoped that based on the research of this paper,it can not only play a specific experience reference for the improvement and deepening of network marketing of Paine Electric Appliance Company,but also provide reference and help for the formulation and optimization of product network marketing strategies of other small and medium-sized electrical appliance companies in China.