Operation Management And Marketing Strategy Of Senyang Refrigeration Company

There are certain fast-developing enterprises in every field. These enterprises may occupy an one- up position in their fields, but such fast- maturing enterprises tend to meet with certain problems: the business operation of unitary model progressively runs up to a multi-unit enterprise. These operating units are usually distributed in various domains and callings, and even if in the same domains, they are likely to be placed in different regions and environments which can lead to the differences of the required resources condition. The resources of enterprises are limited and, in such an unpredictable market environment, no one single enterprise is provided with all the resources certain opportunity for development calls for. How can the enterprise turn its interior existing resources and power into competing advantage? What resources and power can exert their effect in the formed competing advantage? If the enterprise follows its original coarse modal of marketing management, it can fail to solve the current problems.Based on the consideration above, the paper tries to make an analysis and research on Senyang Company, the fast developing enterprise in the refrigeration market. The paper mainly studies how to focus the attention of the enterprise on the conformity and utilization of its core resources, how to adopt different marketing strategies according to the actual situation of each operating unit, and how to adjust the enterprise with correct methods and measures.The paper analyzes the background of Senyang company into the market, its history of development, and its status quo, and puts forward the existing problems in the enterprise. First of all, based on the concrete situation of the enterprise, the paper makes an analysis of the marketing environment with the marketing theory, so as to get a better understanding of the development of refrigeration market. Through an overall examination of the exterior environment, the paper works out the chance and threat the enterprise is confronted with, and it tries to discuss the strategic marketing decision making of the enterprise and strives to systematically clarify the future developing direction of the enterprise so as to put forward the suggestions for its future strategic marketing decision making and marketing combination. Secondly, the paper puts forward the concrete method to resolve the obvious weak tache existing in the operation and management of the enterprise. A clear- cut way of management is brought out and some practical management measures are put forward.To ensure the comprehensiveness and credibility of the paper, the writer collects and sorts out substantive material and data with the help of her professional experience as an employee in Senyang Company. It is hoped that the case analysis can serve to benefit the development of Senyang Company, and the like.