A Study On The Marketing Strategy Of NChousehold Air Conditioner Specialty: Business Administration

After a decade of rapid growth, Air-conditioning industry has now entered a period of consolidation in China, brand concentration increases at the same time. And,the production capacity of major air conditioning manufacturers is in a rapid expansion, scale advantages will squeeze the living space of other brands in future, and the competitions among these corporations are fierce,.ZG home air conditioning in the domestic market is in a critical period of its own development, which is facing tremendous changes in internal and external environment, it is the most important to develop strategic goals and business marketing strategies in nowadays.In this paper, it will analyze the study of marketing strategy for ZG home air conditioning, the horizon of research will be choesen mainly in the domestic market, according to marketing theory and business strategy, market analysis are in the process of a combination of quantitative and qualitative methods in the theory of marketing management review based on the use of PEST analysis and Porter's industry analysis,which do the analysis to ZG external macro environment and the industry competitive environment.The result found that the brand concentration which belongs to domestic air conditioner market is increasing, air-conditioning industry is in healthy competition and develops in regulate direction. Based on the ZG company's current status,the research paper analyses its internal conditions, in the the use of SWOT analysis on the company's strengths, weaknesses, opportunities and threats in a comprehensive assessment, the paper determines the enterprise's marketing strategy and goals, which choses the low income families as the main target market and conducts its market positioning, then develops the product strategy, brand strategy, pricing strategy, channel strategy and marketing strategy and other core marketing strategy. Finally, the research paper proposes that the marketing organizations building, human resource management practices, corporate culture, marketing control as the four steps to ensure that the implementation of marketing strategies, build more complete and workable marketing system.