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Enterprise Marketing Strategy on Consumer Behavior

Author: GuanQingYun
Tutor: LiuZiLan
School: Hunan Normal University
Course: Business Administration
Keywords: private consumer behavior enterprise marketing strategy smallhousehold electrical appliances industry
CLC: F274
Type: Master's thesis
Year: 2014
Downloads: 3
Quote: 0
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Abstract


With the continuous development of market economy in China, the degree of marketization of small household electrical appliances industry continues to improve. Due to high degree of homogeneity of the product,as well as more defeated by price competition, brand competition hurt,has the lasting competitive advantage marketing strategy has become the key factor of small household electrical appliance enterprises winning the market. Therefore, has the extremely vital significance to strengthenmarketing strategy management to improve sales of small household electrical appliance enterprises to expand the market. The modern concept of marketing that, in many factors that affect the sale of goods, consumer behavior is the most important, the reason is very simple, acommodities to meet consumer demand as a fundamental purpose; twois all marketing strategy only considers the characteristics of consumer behavior, it may play a role. Only a comprehensive and profound study of consumers and theirbehavior, to an important role for the enterprise market marketing.In this paper, the small household electrical appliances industry as an example, from the consumer’s perspective to analyze the development situation and marketing status of small household electrical appliance industry in China, the small household electrical appliance consumption motivation and consumption of consumer psychology. Base on the above analysis, we find out some new behavior characteristics in the process of consumers and the new consumption idea, and the factors which affect consumers’ behavior, and point out that the current small electric home of the main problems in the marketing. Based on these factors and problems, this paper uses the theory of7PS to formulate relevant applicable to common enterprise marketing strategy, for the small household electrical appliances enterprises to provide the reference and advice. And the company named MEIDI for a case, we specifically analyze the advantages and disadvantages of the small household electrical appliances to implement marketing strategies of MEIDI, for other small enterprises to provide reference for marketing strategies.In this paper, finally study concluded that the small household electrical appliances enterprises in the fierce market competition must be in-depth analysis of consumer behavior, implement differentiation marketing strategy.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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