Study On Marketing Management Of Chongqing Midea Air-conditioning Sales Ltd

In recent years, the appliance industry has experienced rapid development , the development of the appliance industry brings the marketing mode and the product changes. Air-conditioning industry as a leading industry sectors has also gone from weak to strong, from chaos to the gradual and orderly process of development. Industry marketing mode from the original price war in recent years to the concept of war, war service, channel innovation, and win terminals, such as marketing mix gradually upgrade perfect. Particularly in the last two years as air-conditioning the continuous development of the consumer market, the competitive landscape and competition have taken place in the way some obvious changes.Only 33 brands remained in the market in 2007,such as Gree,Midea,Haier,etc. These enterprises seize the opportunity to develop new products, distribution channels and marketing patterns for a great upgrade, and gradually established the industry's absolute leading position.Chongqing Midea sales of air-conditioning Ltd., founded in August 2006, by the Guangdong Midea air-conditioning refrigeration equipment Ltd ,united four major air-conditioning distributors of Chongqing area, using capital as the link to brand as its banner, sales of air-conditioning products, unified with the regional air-conditioning product marketing and brand-building. Since its establishment in the course of operation has been a great success, this paper, analyzed the significance of the marketing management to the success of the company, which revealed the marketing management with the Mdiea development of the air-conditioning market significance.I first under the marketing management, strategic management of some basic theory, quantitative analysis and quantitative analysis of the data within the appropriate method of the basic air-conditioning market competition situation, and the air conditioning and Chongqing Midea sales company to conduct an internal and external advantages disadvantages analysis, analysis of the company through strategic planning in marketing, product strategy, pricing strategy, channels strategy, marketing strategy, and other marketing mix strategy for the implementation of a series of measures, a comprehensive analysis of the company's marketing management status quo, and in accordance with marketing management, strategic management, human resources management to some of the basic tenets of the theory by combining theory and practical methods of marketing analysis firm in the management of some greater impact on the development of the company's problems and propose appropriate measures to improve and upgrade to the enterprise to draw, allowing enterprises to be healthy, benign development. Air conditioning at the same time to other enterprises will have reference value.