RH Company Home Decoration Channel Marketing Strategy Research

With the development of China’s household appliance industry becoming more and more mature,the distribution network layout of various household appliance brands has been very perfect.At present,the traditional offline channels are impacted by e-commerce,and the profits are declining.Consumers’ demand for one-stop shopping has been gradually reflected,making more and more home appliance shopping behaviors appear in decoration companies.As the flow entrance of home decoration,home decoration channel has become an emerging field that home appliance agents urgently need to enter efficiently.This thesis takes home decoration channel as the research theme and RH company as the research object to study its marketing strategy.Firstly,the thesis introduces the business difficulties encountered by home appliance agents in the existing main marketing channels.Based on the analysis of the operating data of RH company,this thesis expounds the problems faced by each main marketing channel.Then it discusses the development status and existing problems of RH company’s home decoration channel.Make a comparative analysis of its competitors,and deeply tap the cooperation needs of home decoration companies and the purchase needs of consumers.Based on the SWOT analysis method,identifying OS opportunity advantage strategy is the main strategy of RH company.It should quickly and efficiently enter the home decoration channel with the help of development opportunities and its own advantages such as brand,category and team.Combined with STP theory,select the new middle-class group as the target customers to provide them with big brand quality,unified style and easy purchase of household appliances.Combined with the characteristics of marketing theory from 4P to 4R,from the exhibition arrangement,benefit distribution,product combination and other strategies prepared in the early stage,to the joint promotion,joint promotion,cooperative design and other strategies linked in the medium term,and then to the cooperative service,file sharing,new product development and other strategies in the later stage,formulate a series of marketing strategy combinations for RH company to develop home decoration channels.Finally,it constructs the safeguard measures for the implementation of the strategy from three aspects: improving the training mechanism,maintaining cooperative customers and improving the cooperation mechanism.It is hoped that this marketing strategy can effectively help RH company solve the problems encountered in the expansion of home decoration channels and promote the company’s more healthy and benign high-quality development.At the same time,I hope the relevant research conclusions can provide some reference for other agents to expand home decoration channels.