Research On Chibi Marketing Strategy Of Kelon Refrigerator

With the household electric appliance becoming more and more similar today, Enterprise competition is not only limited to the production, the quality, the level of service and the brand but also mostly lies in the competition of marketing tactics. If Whose marketing tactics plans well and handles it skilfully, who will hold the initiative in the market.At present, marketing tactics gets more and more attention in the enterprise and theory circles has published some theory monograph, treatise and summing-up of experience but most of them are all about the discussion of common problem and the direction of macroscopic field, so the guideline that is how to operate marketing tactics in the concrete market circumstance is not strong. So, it is necessary to study the concrete marketing tactics in the third and forth market to Kelon Group and I have discussed how to realize the dominant ideology of Kelon Group for building up "the aircraft carrier" of the household appliances.In this thesis, I have analysed some marketing circumstance of Kelon Group in chibi's market such as consumers, competition, sellers etc. Through combining theory with practice, I have used the marketing ideas to the region work and analysed the marketing activity of Kelon Group in several aspects such as product, price, place, promotion etc. and applied the marketing theory to guide the marketing work of Kelon Group in chibi's market. By segmenting , targeting , positioning, I have analysed the marketing circumstance of the targeting market and some problems of Kelon Group now and worked out the marketing tactics in some fields such as the integrated marketing, the product, the price, the place and the brand etc. In order tocooperate with implementing the marketing tactics in this thesis smoothly, I have put forward some directive advice such as changing the marketing concept> improving the work posU trailing the marketing process and carrying out the synthetical evaluation. Through these advice, we may mobilize employees' activeness effectively and integrate the resources that is able to be integrated in the company to activate man's dynamic role fully and make it get the best effect, and we may combine the individual goal with the company's aim perfectly to establish the certral competition advantage of Kelon Group in chibi's market.