Research On Marketing Strategy Of Robotic Vacuum Cleaner Product Of Shenhua Company In EU

Shenhua Company is an import and export enterprise that specializes in selling Robotic Vacuum Cleaners and mainly exports to the EU market.This article focuses on the marketing issues of Shenhua’s Robotic Vacuum Cleaner products in the EU market,proposes improvement strategies based on the marketing environment,and applies two research methods: literature review and interview research.Three basic theories were used: marketing environment theory,STP positioning theory,and marketing mix strategy theory.Relevant research at home and abroad was summarized to construct the overall research framework of this article.By conducting field visits and in-depth interviews with employees of Shenhua Company,first-hand information on the marketing management status of its Robotic Vacuum Cleaner products in the EU market was obtained.From the four aspects of Product Strategy,Price Strategy,Place Strategy,and Promotion Strategy,the existing problems in the current market marketing management were summarized.The root causes of these problems were analyzed according to the learned theoretical knowledge related to marketing management.After analyzing the marketing environment of Shenhua’s Robotic Vacuum Cleaner products from the macro-environment to the micro-environment,from the external environment to the internal environment,the product was segmented,the target market was selected,and the target market was positioned.The target market was divided into three categories:mature market,emerging market,and untapped market.Finally,four improved 4P marketing mix strategies were proposed for Shenhua Company: in terms of Product Strategy,highlighting high-tech products and maximizing the company’s R&D advantages;in terms of Price Strategy,adopting different pricing strategies for different markets,improving the pricing system,reducing production costs,and developing reasonable regional differentiated pricing strategies;in terms of Place Strategy,adopting a gradually widening marketing channel strategy and building more marketing channels;in terms of Promotion Strategy,adopting an integrated online and offline promotion combination strategy to maximize the promotion effect.It is hoped that the research results of this article can help and guide Shenhua Company to formulate and adjust its EU market marketing strategy to a certain extent,and also provide some reference value for the marketing management of domestic small and medium-sized enterprises in the international market.