Research On The Marketing Models Of China's Air-conditioning Enterprises Based On Brand Value

With the development of market economy, the competition is becoming more and more keen. For a enterprise it is important to build a steady and efficient marketing model, which is a bridge not only connects both the enterprise and the market, but also the merchandise and the customers. After China's accession to the World Trade Organization, more and more foreign brands entered Chinese market with a rapid expansion. The positive role of the brand, on how to enhance the competitiveness of enterprise, is being confirmed in the more and more business practices. The protection, management and development of the competition China's own brands become an urgent problem for the Chinese entrepreneurs who have long-term business vision.A well-known brand enterprise needs an efficient marketing model to convert the competitiveness of enterprises into business interests and profits. On the basis of analysis and research of the theories for building marketing models and brand theories, such as brand value, brand management and brand strategy, through the analysis and the comparison of marketing models between the domestic and international air-conditioning enterprises, this paper studies the problems of the existing marketing models of our air conditioning companies and makes a conclusion the brand-oriented marketing model is consistent with the long-term development objectives of local air-conditioning enterprises.This paper collects information of historical background and takes Gree Electric Appliances Inc. as case object of study. Using comparative research methods on the competitive relationship among the Haier Group., the Midea Group. and the Gree Electric Appliances Inc., from the angle of the theory of brand value and the perspective on brand value growth, analyses the present situation of the Gree Electric Appliances Inc., summarizes potential problems of its existing model and puts forward the corresponding solutions and proposals.