Raid into the top ten - Hisense inverter air conditioner in 2000 Marketing Planning Case.doc

 PAGE \* MERGEFORMAT 4 Raid into the top ten - Hisense inverter air conditioner in 2000 Marketing Planning Case In July 2001, frozen year (air conditioning industry in September of each year to the next year in September is called a ‘frozen year’) in turn from the sale of the peak to trough decline. Review this year’s air-conditioning markets, the compressor in short supply, the price war is not what people expected as early as across the board started. First-line brand for the price war seems to have little interest, but added a number of second and third line of the brand-band to make low-cost strategy seems to hope to be like the same as last year’s Hisense inverter air conditioner, through the ‘price’ is the most powerful marketing tool for quick profits and increase brand awareness . However, there are indications that this year, the second and third line of the brand effect of the use of low-cost strategy can no longer compared to last year’s Hisense, and most important reason is: Hisense inverter air conditioner 2000 Marketing Plan was a carefully planned ‘ raid ‘action, this action because of the overall market analysis was accurate and in place of the specific program designed to detail meticulous, and ultimately to achieve both fame and fortune in the short term purposes. Today, Hisense this ‘famous’ of the ‘raid’ action has been the past few years the industry is considered one of the most influential air-conditioning industry, marketing planning programs, although many colleagues believe that Hisense’s current operation to the industry to bring the ‘side effects’, However, just from the marketing point of view, Hisense’s ‘raid’ action should really be considered a success: from the 1999 set an annual sales of only Yiershiwan, the little-known third-line brands, have been transformed into the top ten favorites; sales year an increase of 86.52%; broken appliance industry ‘last a profit areas’ prices fortress, speed up metabolism of air-conditioning i