| It is well known that Chinese electrical holdings industry have been developing rapidly,which is very important in the world market.Recently,with integration of Chinese holdings industry,several demestic geant holdings corporations such as KELON,HAIER,GREE,TCL and so on have come up.The competion among these corporations is very severe.On the market of Xinxiang area, KELON face up to many strong chanllenges from Xinfei ,Haier and Gree,Siemens etc.For example,Siemens is coming into the high market of KELON,HAIER began to reduce the prices of its product in order to enter the country markets,and Xinfei Electron have occupied the sales channel.So in the XinXiang area,marketing of KELON is very diffcult.In this study,the author summarizes the realities, features and chanllenges of the development of our country's holdings market, in the same time, he also studies the trend and competiion in XinXiang haoldings market.Besides, he studies the strength, weakness, opertunities and threatens in marketing by the method of SWOT. On the basis of this, he set up the marketing targets and market position of KELON in Xinxiang area. By studying of the purchase behavior,consume trend and purchase mind of customer in XinXiang area,the author segments the market,and points that with the rising of incomes of the farmers in our country,the peasants need of family appliances xuch as refrigerators and air-conditioners will increase.In the future, the marketing key point depend on the three and four level market,so KELON corporation must carry out multi-brand strategy, and change its marketing combine strategiessuch as price, product, channel and promotion as well in order to obtain the ability of competion.The author emphasizes in this study that KELON corporation must make out its orented-customer marketing combine strategy,build a CSM(consumer satisfactory model), pay more attention to any touch with its consumers,master the consumer's mind and trend,and often check the level of consumer satisfactory.At the same time, the corporation must also improve the quality of marketing channel, rich the series of tis product in order to satisfy the need of consumer, make out its price system, choice the fit media to carry out IMC which means integrated marketing communication, and do its best to develop marketing channels such as modern network marketing. |
