Meiling Group

The thesis consists of two parts: the case and its analysis. After introducing the background information of refrigerator market in China and the development of Meiling Group, the first part of the case stresses the marketing strategy of differentiating innovation of Meiling Group. Meiling Group had won the competitive advantages by product differentiation and marketing differentiation.In the second part of the thesis, we first discuss the theories of differentiation and innovation, then analysis the refrigerator market, competitive strategies, and the differentiating strategies of Meiling, and then give some suggestions according to the tendency of the household appliances industry.