Four foreign-funded enterprises are facing challenges of air-conditioning.docVIP

 PAGE \* MERGEFORMAT 8 Four foreign-funded enterprises are facing challenges of air-conditioning Over the years, foreign air-conditioning business of technology, brand and quality advantages, with a number of loyal consumers. However, in the Chinese air conditioner market, these three major advantages of foreign-funded enterprises can not be turned into competitive advantage, only dreaming of one-third acre of land, in the Chinese market, the brand highly centralized, enterprise-scale expansion in the end only the again faced with the challenge of survival. Panasonic: Policy restricting the size of big swings Panasonic has always been hailed as the most close to the Chinese market, foreign air-conditioning brand. Panasonic entered the Chinese market early, did show up as a global business panache, at the first layout when penetrating into the domestic market at all levels, not only the market can see the Panasonic 12 active, even in some regions of the three the market can also see Matsushita presence. Matsushita Air-conditioning, but this close to the market strategy, and did not like the way Chinese companies with market growth and rapid expansion, but to maintain a certain quantity of the wandering, stagnation, so that lag behind. What causes Panasonic air-conditioning in the Chinese market ‘got up early, catch the one night set’ do? The key is policy Panasonic swings in the market. The first product positioning swing. Early in China as a foreign brand relative to the low-priced brands. Later, because the frequent use of a price war domestic brands to lose ground, Panasonic to look for differentiation, but also adjusted to the high-end brand positioning. So repeated more than once, so that Panasonic is not only difficult to grasp in the market operations, but also making it in the channel agents in the manufacture of a lot of confusion. Second, channel policy changes. Panasonic has always taken a regional agency of the marketing model, but its agents,