The Research Into The Marketing Strategies Of Kelon Company In YuShan Market

With the development of the Air Conditioner industry and the Refrigerator industry in china, the first degree and the second degree markets are approaching saturated situation, and then each corporation turns the third degree and the fourth degree markets into the target which they are fighting for. In this circumstance, Kelon company adjusts it's strategies and makes the development in the third degree and the fourth degree markets become the important section of it's integral strategies, but the original marketing strategies of Kelon company which is designed aiming at the nationwide markets meet with many problems because these strategies are short of pertinency in the specifically third and fourth degree markets. This thesis regards the marketing strategies of Kelon company in the market of YuShan in the JiangXi province as the research object and content and analyzes the market situation of YuShan through the on-the-spot investigation and the theory analysis, then exerting the interrelated theories as 4Ps theory and Integrated Marketing theory and so on, this paper analyzes completely the present conditions and problems of the marketing activities of Kelon company in YuShan from every aspects, on this foundation, combining the environment characteristics of YuShan market, this paper provides relevant marketing strategies and some operative advices.In this market, comparing with the competition rivals, Kelon has not the outstanding competitive advantages at whole, and there are some errors and problems in the marketing operations, so Kelon company is the marketcompetitor rather than leader in all Air Conditioner and Refrigerator realms, at the same time, because Kelon has not captured the outlet resources effectively, the competitive advantages of Kelon company at product quality aspect and price aspect has been weakened directly. Therefore, Kelon company should makes necessary adjustments and innovations aiming at this market in the process of establishing and implementing strategies, exerts it's advantages, adjusts and improves the strategies and methods of the marketing activities and adopts auxiliary measures, so as to raise the competition ability of Kelon company, participate the competition and capture the market effectively.The research of this thesis try hard to provide some examples and reference for the marketing activities of Kelon company in this market and to be helpful for strengthening the abilities of Kelon company to adapt to market and compete in the market.