Research On Marketing Strategy Optimization Of KWS Sweeping Robot

In recent years,the Internet has continuously developed and penetrated into people’s lives.It has far-reaching social and economic influence,is conducive to economic and social development,and is the key to improving industrial competitiveness and people’s quality of life.In the background of "Internet Plus",people’s pursuit of quality of life is also growing rapidly,and smart home also appears in this background.However,in terms of the development of intelligent home,our country’s development process is relatively short,there are still many problems need to be solved at present.For example,smart home prices are high,after-sale performance is poor,consumers do not understand smart home,scale is difficult to promote,which makes the smart home industry difficult to develop quickly.However,with the vigorous development of Internet technology,there is no doubt that there is a lot of room for the development and market expansion of smart home technology.Therefore,in the modern environment of "Internet +",combined with the characteristics of the smart home market,the research of KWS sweeping robot marketing strategy optimization has far-reaching influence.Thanks to technological advances,China has become the world’s major market for sweeping robots.Competition between domestic and foreign brands has become increasingly heated,products and marketing channels have become increasingly homogeneous,and price wars have become a common tool.KWS’current marketing strategy focuses on low efficiency and poor brand performance.KWS needs to adjust its marketing strategy as soon as possible in order to effectively cope with homogeneous competition and achieve market growth.In this paper,representative KWS company as the research object,starting from the status quo of KWS company and the problem of marketing strategy of sweeping robot,using marketing theories,diagnosis and analysis of the problems and causes of the marketing strategy of KWS company sweeping robot,and put forward suggestions for optimization.This paper aims to comprehensively analyze the current marketing environment of KWS company and specifically analyze its target positioning,market segmentation and product marketing channels by taking this representative company as the research object and using 4P,PEST analysis,Porter5 forces,STP and other theories and tools to objectively reflect the current marketing situation of the sweeping robot of KWS Company.Further explore and put forward a marketing system in line with the law of the development of the sweeping robot industry,and hope that through the research and optimization of the KWS sweeping robot in the field of marketing strategy,improve the competitiveness of KWS company,drawing on one example and three examples,so as to provide some effective reference for the development of sweeping robot enterprises.