Sales And Marketing Strategy Research Of Chinese Refrigerator Market

Market is the total of demands, including all kinds of different ones. Any enterprise, whatever scale, can only share part of the market. But every enterprise is forever pursuing the goal of a larger market share. Therefore, in order to get out of difficult situations, it's significant to study the marketing strategies of various industries.Talking the above into consideration, this paper tries to make a study on marketing strategy of refrigerator industry.Firstly, this paper makes a detailed analysis on its current situation, segmentation and the selection of target market. By raising the simple and obvious X-Y axis segmentation method, the national rural refrigerator market is segmented into three categories, namely, mature, potential and under cultivated markets. Meanwhile, according to the investigation of tendency of several urban refrigerator markets, developing theoretical mode of national urban refrigerator market is generally simulated. Furthermore, all of the regional markets in our country are divided into three kinds of regions: not-focused-on region, focused-on region and the region suitable for setting up the image of enterprise's brand.Secondly, basing on the theoretical analysis to the model in customer's purchasing behavior and brand selection, the paper, according to the characteristics of different segment markets as well as consumption classes, standing at the angle of enterprise, theoretically explores how to make marketing strategies in limited markets, and gives a concise as well as empirical explanation by a variety of concrete cases, gained the primary idea how the refrigerator manufacturing enterprises builds up the marketing strategies based on adapting to the features of buyer market.In the pricing strategy, along the optional rule which customers purchase commodities for value maximization and price minimization, the paper works out the delivery value pricing method which can guarantee both the delivery value attracting customers and the profit of enterprises, combined with Philip Kotler's delivery value theory for customer.Then, in the distribution strategy, according to three currently common distribution modes applied by refrigerator enterprises, ie, regionally multiple agents, regionally general agent and direct distribution, the paper deliberately and carefully studies how to control and manage these three modes.Finally, the paper, basing on the study on the history and current conditions of HefeiMeiling Group- alarge national group, completely diagnoses the corporate's problems with marketing strategies, and works out both effective marketing strategies and operating themes as reference to the corporate or other similar enterprises.