Research On Product Strategies Of MeiLing Refrigerator

With china reform and open policy unceasingly penetrate deeply and economy is increasing substantially, The national comsumer demand is increasing day by day. International electrical brands companies takes china as the strategic market, and the industry of refrigerator has presented the international trend of national competition. The brand war,price war,product war,advertising war and channel war emerge in an endless stream, and the competition apt to turn white hot. Meanwhile comsumer demand of national refrigerators comes about structural change, and the demand of high-middle product boost suddenly. With the national preferential policy for farmers, consumer potential of fanning market is becoming obvious. Those bring about the hard-won marketing opportunity for the national enterprices of manufactureing refrigrators. So the opportunity and challenge exist an the same time in the industry of national refrigerators.MeiLing is one of the four households in the industry of national refrigerator, and processes the output of 3500000 sets and the market share of 8%. At present, MeiLing stands in the first troop arrangement. The product position of MeiLing is middle-low market. In the resent few years the sales of main product remain the low profit margin and the sale increases slow. These problems confuse the company. So it has an important significance to research the adjustment of product strategies of MeiLing refrigerator. The paper takes HeFei MeiLing Limited Liability Company for example, and analyzes the macro environment,industry environment and competition environment. Then the paper analyzes the company's strengths,weaknesses,opportunities and threats. The paper proofs the posibility and rationality that the company can strength core competitiveness according to the adgustment of product strategies. In the foundation of marketing environment and product status quo, the paper points out the existing problems: the illogicality of product structure,not affectivity of product mix,the degradation of product brand,the development of pioneer product and imperfect of product service etc. To combine with product position of MeiLing refrigerator, the paper proposes product strategies including strategies of holistic product,strategies of product mix,strategies of product brand,strategies of pioneer product and strategies of product service. At last implement advices of product strategies are put forward.Hope that the product strategies of this paper have some real applied value for the further development of MeiLing Company.