On Brand Marketing Of Kelon Air-conditioner

With the development of market economy and the enlargement of opening to the outside world, the air-conditioner trade has entered the competitive era of brands gradually, and the market competition has displayed the competition for brand more and more. At present, the realistic problem that Kelon Air-conditioner must face is how can gain greater marketing share and promote brand popularity on fiercely competitive market.This text surveys relevant theory of brand marketing, uses PEST model to analyze, and finds out that. the prospect of air-conditioner is not very optimistic. Through the analysis on the competitor and the consumers' demand, it can draw that the energy-conserving and health air-conditioner is the development trade. Then according to the analysis on the market environment faced by Kelon Air-conditioner and the current situation of brand marketing, it research carefully the advantage, disadvantage, chance and threaten of Kelon Air-conditioner facing using SWOT model. On this basis, this text analyses and researchs the leading products of Kelon's air-conditioner brand with the matrix of Boston, and give out Kelon's air conditioner brand mixed whole tactics. Finally it researches the Kelon air-conditioner brand tactics, channel tactics and brand promotion tactics. On the base of the above research, it summaries that the right act of Kelon Air-conditioner is imply brand marketing in the current situation, makes out the humanized tactics, pursues the manager responsibility system of brands in an all-round way, sets up the marketing tactics of brand taking marketing responsibility system of the brand as marketing system of the subject and propose.The research of this text aims at having certain reference value and directive significance to sound development of the Chinese air-conditioner trade and brand marketing of Kelon Company.