A Study On The Marketing Strategy Of Chigo Household Air Conditioner

After a fast development of more than 10 years, the air conditioning industry in China has moved to a stage of integration, which features increasingly improved concentration ratio of brand, dramatic expansion of production capacity in major air conditioner producers, as a result, the scale-of-economy advantage further narrows room for other brands' development, and the market competition is becoming quite fierce. Chigo Household Air Conditioner is under a critical period of self-development in the domestic market, facing enormous changes in internal and external corporate environment, therefore, formulation of a marketing strategy compatible with the corporate strategic objective has been imminent.This article presents a research on the marketing strategy of Chigo Household Air Conditioner in domestic market. In accordance with the theories of marketing and corporate management strategy, this paper utilizes market analysis and quantitative/qualitative combined methods to analyze the exterior macroscopic environment and the industrial competition environment encountered by Chigo on the basis of summarizing relevant marketing management theories and of applying the PEST analysis and Porter industrial analytic method. It is discovered that the brand concentration ratio of domestic air conditioner market continues to increase, the air conditioning industry is striding for a regulated competition and benign development direction. By considering the current situation of Chigo, this article presents an analysis on its internal conditions and conducts a comprehensive evaluation on the company's strengths, weaknesses, opportunities, and threats by using SWOT analytic method, on the basis of which the corporate marketing strategy and objectives are identified (ranking the fourth but aspiring to the third in domestic air conditioner sector). The article identifies mid and low-income families as the target market for the company, and formulates the core marketing strategies in product, brand, price, channel, and promotion for market positioning. four measures are suggested to guarantee the implementation of marketing strategy and the construction of complete workable marketing system, including marketing organization construction, human resources management, corporate culture construction, and marketing control.Based on a case study of Chigo, a typical privately-owned enterprise, this paper put forwards a marketing strategy adaptable to the development of Chigo Household Air Conditioner by combining corporate management and marketing management theories, which features practicability and instructiveness, thus providing reference to the practical research of marketing management theory for Chinese privately-run enterprises.