Analysis of Channel Marketing of “Gree Dongmingzhu Store” Based on Stepps Model

Abstract

In order to promote and build this channel, word-of-mouth marketing of the channel is essential. In July 2019, "Dong Mingzhu store" was officially launched, and Gree began to establish new retail channels, the new retail channel was gradually mature. This paper analyzes the word-of-mouth marketing of "Gree dongmingzhu store" through the stepps model and various data of Gree. Research finds that Gree's word-of-mouth marketing in new retail channels has built a foundation in social currency, triggers, publicity, emotion and practical value, but it still needs to be refined according to the new enterprise strategy. At present, "Gree Dong Mingzhu store" has obtained part of the market in the first and second tier cities, but there is no targeted marketing for China's sinking market. In addition, it is found in the analysis of the channel that the products of "Gree Dong Mingzhu store" are stereotyped by consumers. Therefore, in view of these two problems, it is suggested to reform through social currency, publicity, practical value and stories in the stepps model.