Marketing Strategy Analysis To RongSheng Refrigerator

With the establishment of the market economic system of our country and theimprovement of the reform deeply, the home marketing is meditating theexperiences of success and failure in marketing strategy after introduced theadvanced western economical theory. The marketing strategy is more and moreimportant with the intense market competition and the research of the strongmarketing theory. The Chinese enterprises, especially the refrigerator enterprises inthe domestic appliance industry, just realize the importance of marketing strategy tothe existence and the development of the enterprises gradually, and promote themarketing strategy management to the strategic level. However, as to the marketingstrategy, what the most enterprises take are the traditional way of management. Somany refrigerator enterprises have been exceeded by the new company in themarketing competition and their marketing share is declining year by year justbecause their traditional marketing strategy management .How to improvemarketing strategy management lever of the refrigerator industry, increase themarketing share and decrease the purchase cost, production cost, traspotion costhave been a big problem to Chinese marketing association. The major research ofthis paper is the problem of the Rongsheng refrigerator's marketing strategy inthis background.The marketing share of Rongsheng refrigerator is high just because highquality,entirely function and price in order in twenty years. But it have faced somechallenge include high cost and low return , foreign brand threaten , field chargemore higher by the channel competition , Rongsheng refrigerator brand is aging .The competition situation of refrigerator industry have some character andtrend include conformity and polarization of refrigerator industry moredifferentiation and homogeneity year by year , price have been a importantcompetition means , the competition of high or low lever market become more fury ,the dependent on oversea market increase . The mostly competitor to Rongshengrefrigerator can been divided into domestic brand and foreign brand . Domesticbrand include Haier, Xinfei, Meiling and foreign brand include Siemens, Samsung ,LG ,Elutrox.They have their own specialty marketing strategy. More and morefamily will face the Updating and renewal, mostly consumer said decision beenmade by the family,their consideration is refrigeration effect at first, secondly islower sound and economization,and next is environmental, sterilization andhealthiness,price.On the basis of foregoing analysis, combine the present marketing strategy ofRongsheng refrigerator, analyses the main problem of the Rongsheng refrigerator'sproduct strategy ,price strategy ,channel strategy ,promotion strategy . Then putsforward brings up the solutions to Rongsheng refrigerator.At first deepeneconomization, Updating outside and inside, enhance prodct compition at prodctaspect. At second make the price scientific at price aspect.Thirdly whole bestrowand denseness marketing at channel aspect.At last change wholesale oriented intopromotion oriented at promotion aspect.The article divides into three parts totally. The first part is prologue, includingthe research intention and its practical value. The second part is the main body of thepaper. It consists of four chapters. The chapter one has introduced something aboutthe Rongsheng refrigerator, including the history and present situation of kelonGroup , the problem and challenge it faced.