Research On The Online And Offline Integrated Marketing Strategy Of Microwave Ovens In The Guangdong Region Of M Company

With the development of society and the innovation of Internet technology,consumers' purchasing behavior has changed dramatically.Consumers are no longer satisfied with a single product and a single purchasing channel.The trend of multi-channel purchase is highlighted,and the proportion of online consumption is increasing year by year.After more than 20 years of development of domestic microwave oven industry,the proportion of online distribution has increased year by year,and offline retail outlets have decreased year by year;online platforms have gradually penetrated into offline outlets through low-end machines,and channel conflicts have intensified;with the reduction of offline scale,microwave oven agents have been unable to survive,and product price differentials and policies have been unable to support the operating costs of agents,so transformation is imminent.As a global household appliance enterprise,M company mainly deals in air conditioning,refrigerator,washing machine,kitchen appliances,small household appliances,etc.in recent years,various categories have developed rapidly,and the overall sales scale of the company has rapidly increased.Among them,the online scale has grown rapidly,and the offline has not been improved.Most of the categories have even been declining,and the online and offline development is seriously unbalanced.This paper will select M company Guangdong regional microwave oven for research,combined with SWOT theory,marketing 4P theory,pest theory,Porter's five forces model,analyze the current situation of M company's Guangdong regional microwave oven product online and offline marketing strategy,and explore the causes of the problems.Finally,it puts forward the online and offline integrated marketing scheme of channel reform,organizational transformation,product line classification management and promotion management.The main achievement of this paper is to use the relevant theories of channel management and marketing,combine theory with practice,combine the current situation of M company's Guangdong regional microwave oven integrated marketing strategy,design a set of optimization scheme of overall sales promotion,promote the sustainable development of online and offline microwave ovens,and provide reference for the transformation of other companies in the household appliance industry.