kd空调技术有限公司营销策略优化分析-optimization analysis of kd air conditioning technology co., ltd. marketing strategy.docxVIP

AbstractThe air conditioning industry’s development in our country began in the 1970s, together with the reform and opening-up and sustained economic growth, air conditioning industry also had a skip-type development. The production mode of domestic air conditioning manufacturing enterprise has changed from the simply introducing or simulating to putting attention on cultivating strong research and development ability independently and the product category, specification, performance and technology also has made a certain development, which finally shrink the gap between foreign advanced enterprise and home. The year of 2011 is called “the year of the air conditioning industry policy”, and the implementation of “energy saving and benefiting policies” and “change old electrical equipments to new ones” further stimulated the development of the manufacturing industry in the air conditioning. The right marketing strategy has become a magic weapon which makes an air conditioning manufacturing enterprise have competitive advantage.This paper is based on collecting and sorting of much air conditioning industry material, combinating with its own marketing practice, and using the corresponding marketing management theories. In line with the functional, operational and effective principle and combined with the analysis of the internal and external environment of the KD air conditioning manufacturing Co., LTD. Of, we formulated the market marketing strategy for it, which including: creating an overall train of thought ,product strategy, price strategy, marketing channel strategy, promotion strategy. Finally, we work out a series of corresponding marketing strategy of the security measures for it.In the paper, when we make the combination of marketing strategy, we just focuses on the air conditioning manufacturing enterprise’s market environment, its marketing strategy model has dynamic mechanism and lasting innovation.Keywords: The air conditioning industry; marketing