A Study On Market And Integrated Marketing Program Design Of Siemens Refrigerators

Through the systematic analysis and research of the target market selection and the integrated marketing program design of Siemens refrigerators, from different angles to analyze the growth of Siemens refrigerator course, this article sums up the rules of development of refrigerator industry, and makes research and judgment for the refrigerator industry, and provides reference for existing refrigerator production enterprises.First, the article depicts the rise and development of home appliance industry. Then the invention and development of refrigerators derive from it. The article makes the description of the changes and the development of the industry and the industry life cycle it belongs to. From the perspective of demand, the article makes judgment for the present situation and the trend of the refrigerator market. From the aspect of consumer behavior, the article analyzes the personalized features of refrigerators and studies the status quo of the industrial structure and the trend of the refrigerators. The article finds out the basis from the market behavior, discovering the similarities and differences of the enterprises of the whole refrigerator industry.Secondly, through the selection of target market of Siemens refrigerators, from brand positioning, technology leadership, product design and the operation of the pathway, through the analysis of the strengths and weaknesses of the industry that its own enterprise belongs to, the successful experiences of its own enterprise in market operation can be explored.Furthermore, the article analyzes the successful marketing experiences and models of Siemens refrigerators from the integration of marketing strategies. The article spreads exposition and demonstrates the rich connotations of Siemens refrigerators from several aspects of product mix, product line decisions, the establishment of sales channels, the input of market media and the promotion of marketing activities.Finally, through the implementation and control of marketing strategies of Siemens refrigerators, the article studies the resources, performance appraisal, team building, the norms of internal processes as well as the strong financial support system of successful refrigerator enterprises from the perspective of management. The article elaborates some advanced experiences like the type of organization, the small and efficient organizational structure, the perfect match between talents and corporate culture, the internationalization of R & D personnel and the localization of sales personnel, the match between management system and management tools, the match between brand culture and the psychology of consumers, etc. of Siemens home appliances. Thus the successful way of Siemens home appliances is analyzed.Planning a dominant corporate strategy and pursuing an ideal competitive position in industry arena are the important subjects of a corporation to consolidate and upgrade the performance. This article enables the group of management decision-makers of refrigerator enterprises to grasp the trend of industry from the perspective of the target market and marketing integration, to get a clear understanding of the position in which enterprises are located, to recognize the degree of satisfaction of each of realistic strategies and acts. It has constructive significance for promoting the development of our country's refrigerator market and its merging with the international market.