Research On The Marketing Strategy Of Haier Store In H Based On 4C Theory

With the development of Internet technology and the improvement of online shopping,more and more people choose online shopping.Physical home appliance dealers in H city have been greatly impacted by online sales,and sales have shown a downward trend.Coupled with the impact of the COVID-19 epidemic in recent years,the home appliance retail market in H city has once fallen into a difficult dilemma.In a continuous downturn,how to achieve the break of store sales business is a problem that physical home appliance dealers must face and a challenge they must face.The research object of this article is Haier Store in H City.First of all,SWOT analyzes of the macro-marketing environment and micro-marketing environment of Haier stores in H City.Secondly,it analyzes the marketing situation of Haier stores in Feixiang District from four aspects: consumers,cost,convenience and communication.It is found that Feixiang Haier store is not centered on consumer needs,lack clear positioning of consumers,still dominated by traditional pricing methods,and the total cost paid by consumers to buy products is too high,does not give consumers enough convenience to consumers,and lacks direct and effective two-way communication with consumers.Finally,based on the 4C marketing theory,it puts forward marketing strategies to meet consumers’ personalized needs,improve consumer value and reduce customer purchase costs,provide convenience for consumers and establish two-way communication with consumers,and optimizes existing marketing strategies.Through the research of this article,it is hoped that the marketing strategy of Haier stores in H City will be improved,so as to improve the core competitiveness of Haier stores in H City,and also provide good enlightenment for the operation of Haier stores in other prefectures and cities.