Research On The Marketing Strategy Of Midea's Embedded Steamer In The Domestic Market

With the rapid development of our economy,people's living standard has been continuously improved,and the pursuit of quality life has been constantly pursued.Therefore,the future kitchen needs to be intelligent,integrated and concise.In the future,the kitchen needs to be intelligent and concise.In 2017,China's GDP index continues to maintain high growth,the real estate turnover is stable and the per capita disposable income is constant grows,while kitchen appliances is the only industry that maintains high growth in the household appliance industry.Its embedded category has been growing at more than 100%for several consecutive quarters,and the period of embedded high-speed development has arrived.This article based on the rapid growth of built-in kitchen electricity,relying on China's long history of "steam" culture,to explore the current development of Chinese kitchen appliance industry.In recent years,the concept of "whole kitchen" has become more and more popular,with the rapid development of built-in products,more and more brands are attaching importance to embedded products,and its competitive environment is becoming increasingly fiercely.With its strong financial strength and strong brand advantages,Siemens,electrolux and other home appliance giants from abroad have a place in the Chinese market.;At the same time,the domestic kitchen appliance market big three big,the Robam,Fotile and Midea to the built-in category more and more attention.In particular,they will accelerate the layout of intelligent and embedded market products.In the e-commerce platform,a number of emerging brands focus on the development of built-in products in the e-commerce channel,putting tremendous pressure on the industry both in terms of function and price.Obviously,for a long time to come,built-in kitchen appliances will usher in its "golden age."Embedded steamer as an built-in kitchen appliances of the fastest growing category,with super premium ability and the development trend,has been the rapid breakthrough kitchenware industry category,will trigger a new round of competition in the market.This article is aimed at the domestic only one world 500 strong home appliance enterprise-Midea Group,the Midea Department of kitchen appliances based on the Midea,relying on the strong brand and innovative ability,starting from the embedded electric steamer,Box development environment,the corresponding development strategy research.This paper analyzes the current overall kitchen appliance market environment,summarizes the characteristics,cooking appliances industry status quo and development trend,combining with the status quo and trend of built-in steamer,the future development direction and the need of the layout of the embedded steamer are summarized,Combining with the development of China's built-in steamer and industry trends,Status quo and the status of embedded steamer for analysis.Then,through the use of PEST,Porter's five models and SWOT model of Midea to evaluate the built-in marketing environment in the domestic marketing,and then complete the market position of Midea's embedded kitchen appliances,combined with the strategic positioning of Midea's kitchen appliance division,built-in steamer for the development of the core strategy,according to the analysis made in the previous article from the product,price,channel,promotion,personnel,physical display and service process these aspects of specific marketing strategy.