Research On Marketing Strategy Of Kichen And Bathroom Products Of HZL Electrial Appliance Company

With the rising income level of our residents,their consumption concept and health awareness have been enhanced.China’s kitchen and bathroom space has been newly reshaped and upgraded,and the diversified,multi-level,high-end demand is gradually released.At the same time,the kitchen and bathroom industry involves building materials,home appliances,home decoration,home furnishing and other multi-category market,is the only industry in the domestic industry to occupy the high-end market.China’s kitchen and bathroom appliance manufacturing industry,especially in the field of large kitchen appliances,is developing rapidly,promoting the rapid rise of new kitchen and bathroom appliances and the rapid expansion of the market scale.At the same time,due to the recession in the real estate industry,the recurrence of epidemics,rising raw material prices and other factors,the kitchen and bathroom industry is facing huge challenges.For traditional small and medium-sized kitchen and bathroom enterprises,they need to focus on how to seize more market share in the complex and changing industrial environment to improve profitability and achieve long-term business development.This requires companies to grasp consumer demand and continuous changes in marketing methods,according to market changes continue to adjust corporate marketing strategies to inject more youthful vitality and stronger competitiveness of the brand.Based on marketing theories,this paper takes HZL Electric Technology Company as the research object and introduces PEST analysis,five forces model analysis,SWOT analysis and other methods to analyze and summarize the macro environment and industry environment faced by the marketing of HZL Electric Technology Company.Based on the results of the problem analysis,the marketing market of HZL is segmented and positioned using STP,4P and other theories.This paper proposes feasible marketing strategies in four aspects,which are:the product strategy of optimizing product structure and integrating brand value;the price strategy of product-oriented pricing,customer-oriented pricing,and adjusting online product prices with offline marketing tools;the channel strategy of diversifying online channels and improving traditional offline channels;and the promotion strategy of improving traditional promotion programs oriented to consumer experience to build HZL Electric Technology Company’s strategy execution.By proposing corresponding guarantee measures to guarantee the smooth implementation of the marketing strategy and achieve the long-term development of the company.This paper analyzes the opportunities and challenges faced by small and medium-sized enterprises in the context of rapid development of new media through an in-depth investigation of the marketing strategy of HZL Electric Technology Company.The technical means of user profiling helps the company to build its marketing model more precisely and improve its marketing level,which provides some reference for other similar kitchen and bathroom appliance companies’ marketing.