Marketing Stratagem Of Refrigeratory In The Chinese Rural Market

Since China adopted the policy of reforming and opening up to the world over 20 years ago, Chinese home electrical appliance industry has demonstrated an unprecedented strength and rapid development and has also formed a large scale. However, the drastic market competition has never stopped. After years of development, Guangdong Kelong Electric Apparatus Co. Ltd. has grown into the largest manufacturer of refrigerators in China. Nevertheless, the Kelong company faces very serious challenges桯ow to sell its products? How to compete with the powerful domestic rivals such as Haier Company and XinFei Company? How to defend the honor of national industries in competing with Siemens and Electrolux? All these are issues that require our attention.As far as Chinese refrigerator market is concerned, the city market is saturated while the rural market needs to be developed. However, it is very difficult to start the rural market although it is vast. The rural market will be the main battle field which the producers of home electrical appliance fight for in the future. It is not an exaggeration that those who have obtained the countryside will have the whole world. After it purchased the Kelong Company at the end of 2001, the Greencool Company established the management strategy of capturing the high-end market after controlling the rural market. However, in the process of the strategy implementation, many new problems appeared. Although the rural market has larger potentiality and less rivals, the Kelong company is confronted with enormous difficulties in effecting its expansion plan because of the unique characteristics of the rural market.This thesis is to make practical research on the marketing system of Kelon on the basis of the author' s working experiencein the company. It starts from the history and current situation of Chinese refrigerator industry and analyses the pattern and development trend of this industry. It briefly introduces the history and current managing situation of Kelong company, makes systematical and deep analysis of competition environment that the Kelong company is facing through Porter Five Power Model, and by SWOT method, it arrives at the conclusion that only by developing the rural market, can the Kelong company make the competitive advantages.This thesis systematically analyses the characteristics of Chinese rural market' s demand and purchasing power as well as success and failure of the Kelong company in expanding the market, and discusses the topic on how to correctly carry out the marketing strategy in developing rural market. This thesis uses strategic management, marketing management and other management principles and gives a suggestion that the Kelong Company should segment the rural market before starting its selling strategy, and use 4Ps marketing tools to activate this market. This thesis puts forward some feasible measures and proposals for Kelong to improve its marketing in the rural areas and to strengthen the competitive power of its products.