格力空调营销模式分析汇总.ppt

Air conditioning market reflects on the following aspects 1. Brand concertration and rational consumption 2. After-sales service for the consumers still attract public attention 3. The future market’s potential is huge 4. Energy concervation and health have also become major purchase standards. 5.Purchase channels are still multifarious. The development process of Gree marketing mode Before 1994 : Promotion stage 1995-1996: Large model stage 1996-1998: Standardize market initial stage 1998-2000: Co-broke stage Since 2000: Professional agency stage The first stage: Marketing stage Market Background: During this period, the consumers’ awareness of brand was very weak.For the ordinary people, air conditioning was a luxury so that the main users were social groups, agencies, the mining industry and over 70% tertiary industry, followed by the units of science and education.However,industries like finance, insurance, telecommunications and meteorology used the air conditionings a little. At the same time,the sales market was very irregular.The brand has not been established in the market and the Gree was lack of sales experience. In this context,Gree relys mainly on the salesmen’s personal abilities.Using the way of making profits from sale to stimulate the enthusiasm of the staff and cooperating with the businesses through the credit. Problem One: the marketing is Immature.The businesses often take the style of “delivery before payment”, which brought triangular debts and countless lawsuits. Solution: To avoid the triangular debts, salesmen headed by Dong Mingzhu in Gree adhere to the principle of “payment before delivery”. Problem Two: With the development of the Gree, the internal management problems exposed,especially sales in Zhuhai looked a bit confusing.Things such as dealers can’t get the goods they wanted and people can’t find the bills of lading were often occurred, which not only disordered the sales market, but also had a negative impact on the integ