Return to Innocence the quality of this - Gree air-conditioning (Shandong) season marketing business case.doc

 PAGE \* MERGEFORMAT 24 Return to Innocence the quality of this - Gree air-conditioning (Shandong) season marketing business case One, why do we do this? - 2004 Annual Shandong air conditioner market in the background As China’s leading air-conditioning sector, brand, Gree air-conditioning in the ‘Lu were air-conditioned’ base - the expansion of the Shandong region has shown a strong upward trend. Through three years of sophisticated marketing operation, market share, brand reputation, the channel construction has made leaps and bounds: from the establishment of Shandong Province in September 2000 the company has less than 3 million from the original sales quickly pulled up to 2002 460 million in 2003 to 620 million. How do I continue to consolidate and expand the market leader in Shandong Gree edge, leading air-conditioning consumption concept, enhance the brand image is placed in front of Marketing Department of Shandong’s major task! Chinese New Year beginning in 2004, the major air conditioning brands have been quiet work, began to prepare a new round of the annual Sisha: product concept warfare, channels snatch war, price wars, advertising war, had been ready to fly, hair-trigger! Outlook 2004, air-conditioning industry can be described as ‘Fengyuyulai Wind Moon House’! The face of fierce market competition, in the face before and after the pursuing soldiers, how do we deal with this calmly? After a detailed market analysis, from the marketing push, pull, due to the unique marketing model makes Gree Gree, Shandong has a strong market thrust (channels), but also has many years of Chen disease - Tension (marketing promotion) less. How to strengthen our Rally in 2004, is in addition to channels outside the price impact of business objectives throughout the year to reach one of the key factors. We must stand in the height of the brand depending on the market! In the air conditioning industry maturity, the Department of our markets - must ‘create brand d