| China’s e-commerce economy is developing rapidly,the development of information technology is far beyond our imagination,and digital technology drives the industry to change and upgrade.In the past,we needed to invent or create a technology or product first,and then people’s lifestyles slowly changed.Today’s new technologies challenge each and every one of us,and consumers are always the first to embrace change.Companies must keep up with the times to stay ahead of the curve.If the e-commerce era is characterized by the digitization of goods,information and transactions,all elements of economic society in the digital era will be digitized,from personal information and life,to enterprise personnel,organizational structure and business processes,and even the operation and organization of the country are fully digitized,which can be called a digital revolution.In the past 20 years,the rise of digital media platforms has revolutionized the way brands market,know customers,communicate with customers,and serve customers.For branded appliance manufacturing enterprises,this era is full of challenges.In the era of digital marketing,all furniture sales brands are once again on the same starting line,and if first-line brands do not reform and innovate and seize opportunities,they are very likely to lose their advantages and fall off the altar in the future.And some companies that are changing faster may have the opportunity to grow rapidly and become future stars.This thesis selects the home appliances of Company A of the multinational company as the analysis object,takes the marketing theory as an important guide,introduces theories such as the evolution of the consumer journey model,conducts an in-depth and comprehensive analysis of the development process of Company A’s home appliances in the Chinese market for many years through the timeline analysis method,combined with PEST analysis method and Porter’s Five Forces model,the current macro-environment and micro-environment of the enterprise are analyzed,analyzes the micro environment of the company with the Porter Five Forces model,and also compiles a questionnaire survey to explore the problems of Company A in the marketing of home appliances from multiple dimensions and levels.It is summarized into two aspects,one is the problem of brand recognition stage,which is mainly reflected in the relatively single marketing channel,the serious lack of attractiveness of marketing content,and consumers do not deeply understand the company’s brand connotation;The second is the problem of decision-making and purchase stage,which is mainly reflected in the relatively low viscosity between consumers and brands,and the relatively low level of after-sales service.Finally,this thesis puts forward a scientific,reasonable digital marketing strategy that is highly consistent with the development needs of Company A based on the current marketing problems of Company A’s home appliances in the Chinese market.Based on the perspective of consumer journey,this thesis studies the digital marketing of Company A by using digital marketing theory,which has certain theoretical significance and practical value for related industries.On the one hand,this thesis discusses how Company A formulates its own digital marketing strategy under the current economic form and digital trend,and on the other hand,it provides a realistic reference for the implementation of digital marketing strategy. |
