Research On Optimization Of Omni-channel Marketing Strategy Of MJ Company’s White Household Appliances

With the rapid economic development and the upgrading of residents’ consumption,the domestic home appliance market has undergone earth shaking changes.There are not only new development opportunities,but also great competitive pressure.Under the influence of the rapid development of e-commerce economy,many physical stores operating household appliances are shrinking their sales scale due to their backward marketing model.Some home appliance retail enterprises are transforming in combination with the Internet to seek a new development outlet,which makes the whole home appliance retail industry enter a new stage,that is,the omni channel retail stage.At present,many enterprises’ omni-channel marketing is still in the preliminary exploration stage,so there are many problems in the marketing process.Taking MJ company as the research object,this paper analyzes the current situation and marketing environment of the enterprise’s white household appliances omni-channel marketing,and puts forward some suggestions on the optimization of omni-channel marketing strategy.Firstly,a questionnaire is designed to investigate the internal employees of the enterprise and the consumers of the enterprise’s white goods.Combined with the actual situation of the enterprise’s white goods sales,the main problems existing in the whole channel marketing process of the enterprise’s white goods are found out: unreasonable product decision-making,disordered price system,conflict in marketing channels,traditional promotion methods and so on.Secondly,using PEST analysis model and Porter’s five forces analysis model,this paper analyzes the marketing environment of white household appliances of the enterprise.The macro environment is relatively favorable,but it fluctuates in general;In terms of competitive environment,both online and offline channels are facing fierce competition.It is necessary to optimize and adjust the marketing strategy as soon as possible to enhance the core competitiveness.Finally,based on the 4Ps marketing theory and the actual situation of MJ’s white goods omni-channel marketing,this paper puts forward the optimization scheme of marketing strategy.The research work can improve the marketing situation of MJ’s white goods,promote the coordinated development of online and offline omni-channel,improve the operating efficiency of enterprises,and also provide reference for the omni-channel marketing of other small and medium-sized household appliance retail enterprises.