Research On Marketing Strategy Of FLK Kitchen Appliances In Southwest Region

In recent years,the economy of southwest China is developing rapidly and the living standard of the people in this region is also rising continuously,thus the middle and highincome classes are beginning to pursue a better quality of life.Guided by the macro-control of real estate policies and market demand,real estate developers have also gradually started to increase the supply of exquisite decoration houses,which has given the kitchen appliance market in southwest China a whole new opportunity for development.At the same time,today’s growing online selling channels and the constant impact on traditional offline retail channels have both brought new challenges to the kitchen appliance market in southwest China.Experiencing the impact of the COVID-19 pandemic,as well as facing the severe domestic and international market environment,FLK brand,focusing on kitchen appliance system,is facing great opportunities and challenges in the kitchen appliance market in southwest China.This thesis analyzes the current situation of China’s kitchen appliance industry in terms of the competitive landscape,and also discusses the current situation of the kitchen appliance market in southwest China.The current marketing situation of FLK kitchen appliance is taken as the research object,and its business marketing strategy in southwest China is the main line,by studying its marketing status in this region in recent years,the problems in the marketing strategy implemented by FLK are analyzed in depth and summarized.This study analyzes the macro and micro marketing environment of FLK kitchen appliance in southwest China through PEST analysis model,Porter’s five forces analysis model and SWOT analysis tools,and lists the strengths and weaknesses of it in detail.Furthermore,this thesis analyzes the target market of FLK kitchen appliance in southwest China and propose adjustment suggestions,and offers corresponding marketing optimization strategies based on the 4P marketing theory,and draws up a guarantee plan for the implementation of marketing optimization strategies.At last,this study makes a brief summary and outlook on the future of the kitchen appliance industry.This study has a certain reference value for FLK kitchen appliance to optimize the current marketing strategy,to enhance brand awareness and to expand the market share in southwest China.At the same time,it also has some reference significance for the development of other foreign kitchen appliance brands in southwest China.