Author(s)

Zhu Chang ¹

Affiliation(s)

¹ Krirk University, Bangken District, Bangkok, 10220, Thailand

Corresponding Author

Zhu Chang

ABSTRACT

Under the background of increasingly intensified market competition, consumers' demand for products and services is constantly evolving. In order to meet consumer demand and maintain competitive advantages, enterprises need to carry out in-depth market research to develop precise marketing strategies. Based on the marketing theory, this study first summarizes the external macro environment of China's home appliance industry, and then comprehensively analyzes the current marketing strategy of Galanz company, and reveals the main problems. To solve these problems, specific solutions are proposed: firstly, deep market segmentation, product oriented, produce goods that meet consumer needs; secondly, build brand value, brand building as the core; The enterprise should establish the early warning system and response procedures for crisis public relations, and at the same time, improve its sales channel, implement scientific pricing, and promote the construction of an efficient management information system.

KEYWORDS

Galanz company; marketing; home appliance enterprise

CITE THIS PAPER

Zhu Chang, Research on the Marketing Strategy of Galanz Company. Financial Engineering and Risk Management (2024) Vol. 7: 1-8. DOI: http://dx.doi.org/10.23977/ferm.2024.070301.

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