Day Handling Of Marketing Strategy

With China's economy growing rapidly these years, air-conditionhas become ordinary consumer goods, instead of luxury goods. Afterthese years' re-shuffling, the competition in the air-condition industrybecome rather more fierce. The emerging giant chain stores, such asGome, Suning and BestBuy, bring huge impact on the traditionalair-condition sellers, especially on sales agents. This impact on marketingchannel pattern leads to significant shrinking of the sale agents' revenueand market share in first order municipal market. Under thiscircumstances, it's a tough problem for air-condition sale agents to bringforward new marketing strategy to face the changing in channel causedby domestic and overseas chain stores.Starting with the current situation of conflicts and changes inair-condition channel, This paper discusses the competing environment ofthis industry by using Porter's 5-Powers model. Then it discusses theinternal resource actuality Of Tianqin an air-condition sale agent inGuangxi. The paper then points out Tianqin's problems by applying theSWOT model and analyzes Tianqin's product mix by using BostonMatrix tool. On the basis of that, the author constitutes the marketingstrategy of Tianqin in the changing channel circumstance, the assurancecondition to actualize the strategy. It also evaluates the effect of thesecountermeasures.This paper consists of 5 parts. The first part is a brief introduction ofthe background and research clue. The second part discusses about theexternal environment of air-condition industry and perspective ofair-condition agents. Then in the third part, it analyzes the internalconditions and problems of Tianqin. The fourth part, combiningMarketing theory and Tianqin's management actuality, brings forward theoptimized marketing strategy of Tianqin. Finally in the fifth part, itdiscusses the effect after implementing the strategy. Through the researchof Tianqin's marketing strategy, the author hopes to provide usefulreference to other air-condition sales agents.