Research On The Strategy Of Relationship Marketing For American Standard Air Conditioning System Ltd.

It's about 10 years for the air conditioning industry in China from the sellers' market into buyers'market. Especially in the marketing area of central air conditioning, the competition is concerned at the price and the personal relationship. There is no effective strategy for the industry. As competition is getting tougher and tougher, the company will be kicked out if it could not adjust the marketing strategy in time. And it will be more serious for the foreign companies. The problem for them is how to face the competition with the native companies.This article is based on the development of China air conditioning market. It's takes the American Standard Air Conditioning Company as a example, analyses the relationship of marketing strategy for it. Firstly, it introduces the basic theory of relationship marketing and related articles; secondly, it introduces the present situation of the company, including the background of the industry. Based on the product life circle theory, it analyses the marketing strategy and explains why the company chooses relationship marketing strategy. Thirdly, the article points out some problems which have occurred in the implementation of marketing strategy with some suggestions. At last, the article gives a summary of six points for the company which wants to take the relationship marketing strategy.Since American Standard Air Conditioning Company is a famous global multinational firm which develops its business in China, the research conclusion of this paper could be used as a source of reference for the marketing strategies for other foreign companies.