A Study On Marketing Strategy Of KELON Refrigerator In The Third-fourth Level Market Of JiangSu

The refrigerator industry and village market of Jiangsu Province provide the background of this thesis. The thesis starts from the description of present market situation of KELON, then researches and analyzes the problems around KELON county and country distribution network, marketing strategies and information about competitors. All this is to help KELON Company to identify the most efficient, profitable and executive marketing strategies for its refrigerators. Meanwhile, the thesis is on the purpose to allow KELON Company to duly and accurately grasp the detail information about Jiangsu refrigerator distribution net work; comprehend the scattered style, scattered pattern and development tendency of Jiangsu refrigerator distribution net work; master refrigerator market situation and selling condition of major brands; study market newly trend, basic characteristics, brand competitive circumstances and distribution channel characters; track structure transformation of burgeoning and traditional distribution channel, including key distributors, and getting up-to-date quantitative information about large electrical home appliances merchandiser and foreign channels; acquire comprehensive and extensive channel members'information on operation patterns, management strategies, stocking channels, settlement manner, present brands evaluation, promotion recognition and relationship with manufacturers. All research will provide direct and operable decision-making foundation to KELON Company in making marketing strategies in third and fourth level markets. Among them, the thesis emphasizes on studying and analyzing KELON distribution channel, and proposes suggestions and countermeasures in accordance with those problems. Under the circumstance of distribution channel getting important gradually, It uses SWOT analysis method to study KELON refrigerators'strength and weakness in above markets. On the base of the research results, according to the delicate marketing positioning idea, by the needs of differentiation, the thesis proposes some specific and operable strategic suggestions for KELON refrigerators.