The living standard and purchasing power of modern society are constantly improving, and the concept of kitchenware is changing. Kitchenware is no longer the past greasy rusty heavy image, beautiful, high-quality, strong sense of design has become the standard kitchenware. With the improvement of living standards, young people also begin to pursue high-quality cooking methods and cuisine, so the consumer demand for kitchen utensils is gradually increasing, there is a large market. In China's kitchenware industry, in addition to the home-grown Supor and ASD, as well as Fissler, Zwilling, Woll, Lagostina and other large and small foreign manufacturers, so many competitors. As a 100-year-old German kitchenware brand founded in 1853, Futengbao has a wide range of products, including tableware, pots, knives, small household appliances, kitchen accessories and other fields covering family and social catering, occupying the first place in the German market sales. However, how to compete with such powerful rivals as Fissler and Zwilling to gain market share in China and win the favor of the Chinese people today, the marketing planning of which needs us to study and analyze.
Based on the theoretical analysis of PEST and 4P, this paper firstly studies and analyzes the current development of Chinese kitchenware market, investigates the external environment of enterprises and the competitors'enterprises, products, prices, target markets, etc. In fact, it summarizes the company's development through 4P theory. In terms of products, WMF needs to develop new products with healthy concept to differentiate competition, design products with Chinese characteristics, and adopt intelligent and innovative technology; in terms of price, WMF needs to maintain fat-skimming pricing strategy; and in terms of channels and promotions, it needs to focus on the end. Good, broaden B2B channels, increase the number of domestic distributors, increase the number of online channels of products, marketing promotion to increase network marketing efforts, enhance customer adhesion, more interaction with the public, increase recognition.
It is hoped that WMF will develop better and better in the future and gain a place in the competition with Zwilling and Fissler.
