Analysis of Home Furnishing Marketing Based on Internet of Things in the Intelligent Environment

• Published in: International journal of ambient computing and intelligence Vol. 15; no. 1; pp. 1 - 16
• Main Author: Wang, Fang
• Format: Journal Article
• Language: English
• Published: Hershey IGI Global 2024
• Subjects: Cities; Home furnishings industry; Household goods; Internet of Things; Marketing; Public relations; Smart buildings; Smart houses; SWOT analysis; Switzerland; China
• ISSN: 1941-6237; 1941-6245
• DOI: 10.4018/IJACI.348964

How to improve marketing efficiency and how to formulate scientific, effective and practical marketing strategies according to changes in the market environment are important issues facing current smart home companies. This paper adopts the analysis methods such as PEST macro model analysis method, Porter's five forces model, SWOT analysis model and STP analysis, taking Suzhou as the research object, conducts an in-depth analysis of the development environment of smart home, and clarifies the suitable smart home market. From the aspects of 6P marketing mix (product, price, channel, promotion, public relations and political rights), it proposes a Suzhou smart home marketing mix strategy based on mid-to-high-end smart home products. The research results of this paper will promote the development of the city's smart home market and have important reference value for other cities to carry out smart home marketing and can also be used as a reference for relevant government departments to formulate policies.