Research on Marketing Strategy of Haier’s Smart Home Appliance Based on Consumer Psychology Analysis

Abstract

In the Internet era, the national economy is developing rapidly, and consumers' demand for high-quality life is growing rapidly. But the smart home industry market is remain a precarious situation. Based on this, this paper mainly analyzes and studies how the relevant enterprises of smart home market -- taking Haier smart Home as an example. Relying on the theory of consumer psychology, through the analysis of literature and cases, using 4P marketing theory and SWOT analysis tools and methods, this paper summarizes the current situation of Haier smart home and puts forward suggestions and conclusions for the future development. This easy finds that consumer psychology can be flexibly converted into a skill in marketing, and can also help enterprises modify marketing strategies to help enterprises sell. This paper uses consumer psychology, combined with 4P and SWOT theory, to carry out a series of analysis on Haier Group's marketing strategy of smart home, and suggests Haier Group to enhance brand influence and competitiveness, achieve international development, and promote the sustainable and steady development of enterprises.