Study On Optimization Of Marketing Strategy Of Intelligent Home Appliances In Jingdong

China’s new intelligent ecology has gradually become a scale,home appliance intelligence has been the future development trend of the home appliance industry.Smart air conditioners,smart rice cookers,smart fans and other new smart home appliances have emerged,bringing quality improvement to people’s lives.Jingdong platform intelligent home appliances is launched by the Jingdong platform of intelligent home appliances,currently as the current domestic online well-known intelligent home appliance retailers,occupying more than 60% of the online market share,which has a large group of home appliance consumers,rich home appliance consumption data,powerful artificial intelligence technology,combined with the industry’s leading logistics channel advantages and fresh cold chain advantages,become through the whole industry chain and intelligent ecological chain,covering consumer life scenes of home appliances software and hardware intelligent integration platform.However,in the process of development,the intelligent home appliances of Jingdong platform have not yet formed a scientific and reasonable marketing strategy,which is mainly reflected in poor customer experience,high cost,insufficient product convenience and poor service communication.The thesis firstly collates the relevant research and literature in the field of marketing to provide a solid theoretical basis for the next research and analysis;secondly,it conducts a case study on the intelligent home appliances of Jingdong platform,and learns the problems in the marketing of intelligent home appliances of Jingdong platform based on the questionnaire survey,which are manifested in poor customer experience,high cost,insufficient product convenience,and inappropriate service communication;then,it uses Porter’s five forces model and SWOT and other methods,the internal and external environment of Jingdong platform smart home appliances as well as advantages and disadvantages,opportunities and challenges,etc.are analyzed,and then the AHP method is used to assign weights to the IFE and EFE matrix influence factors,and the marketing strategy suitable for Jingdong platform smart home appliances is obtained;finally,this paper is based on 4C theory,and four aspects of customer,cost,convenience and communication are Finally,based on the 4C theory,this paper explores the four aspects of customer,cost,convenience,and communication,and constructs strategies to optimize the existing problems of smart home appliance marketing on Jingdong platform.At the same time,we propose measures to ensure the smooth implementation of the smart home appliance marketing strategy on Jingdong platform from three aspects: information system, human resources and management.The research on the marketing strategy of smart home appliances on Jingdong platform through 4C theory has obvious theoretical and practical significance,firstly,it is based on the actual case study,which can continuously supplement and enrich the 4C theory,and secondly,it is at the same time to continuously improve the marketing work of smart home appliances on Jingdong platform and promote the continuous improvement of the market competitiveness of smart home appliances on Jingdong platform,and at the same time,it is also expected to provide some suggestions for the peers to carry out the At the same time,we also expect to provide some suggestions for our peers to carry out marketing work of smart home appliances.