Shenyang No.1 Refrigeration Co., Ltd. Marketing Strategy Approach

With the development of the market economy, the improvement of people's living condition, the progress of science and technology, the home markets for freezing unit, water source heat pump, central air handling unit and environment testing unit have rapidly expanded in the last decade by the speed of no less than 10% each year. In 2004, the scale of the markets reached Y39.38 billion. These industries have entered a golden developing period. The number of domestic enterprises of its kind has been rapidly increasing, the scales of some enterprises are expanding. After China opened up its market and joined the WTO, the huge market potential of China attracts the first-ten multinational corporations in the world business ranking to China to invest in setting up factories, and other front-ranked multinationals are also moving into Chinese market in various ways. These large corporations are enlarging their market share to become the dominant ones in the industries, relying on their sufficient funds, advanced technology, well-known brands and efficient sales management. In the increasingly fierce market competition, our domestic enterprises have more developing opportunities and face more challenges of surviving and developing than before.In this particular course of history, Shenyang No. 1 Refrigeration Co., ltd.(SYNlR), has got full idea of the joys and sorrows in the market economy. In the early years of reforming and opening-up, the company had achieved tremendous success by 1995 in the background of shortage economy depending on the executives' perceptive capability to seize the marketing opportunity and superb marketing skills. However, as our home market went market-led and further globalized, products changed from seller's market to buyer's market, the periods between the renewal were becoming shorter and shorter. Therefore it was too difficult to guide enterprises to success only relying on opportunities, luck and personal managing skills rather than scientific marketing management. As a result of this, Shenyang No.1 refrigeration Co., ltd. Landed themselves in a fix in the later years of 1990s. In the new conditions of operating and environment, enterprises must have strategically competitive advantages in order to survive and develop steadily and continuously. As a result, Shenyang No.1 Refrigeration Co., ltd., are improving product quality, reinforcing the research and production of new products, building competitive force at the core, they also have to employ scientific methods, formulate developing strategies, especially marketing strategies, which are fit...