Sunco Air Conditioning Co., Ltd. Marketing Strategy

With the rapid growth of China's national economy, the central air-conditioning industry rapidly expands in market size, but the temporarily lack of power alleviates the tense situation, which makes the air-conditioning market share substantially increase, while the Non-electric air conditioning market share reduces. So the SHUNCHI air-conditioning Ltd. whose production is Non-electric air conditioning faces both opportunities and unprecedented challenges. This paper studies the company's marketing strategy in order to find the marketing strategy fit for the market changes.Firstly,this paper analyses the background of SHUNCHI Air Conditioning Ltd. and the internal conditions and draws the following conclusions: Currently, SHUNCHI Air Conditioning Ltd. is in an instable environment and the market competition has begun with the characteristics of a price war. The marketing strategy established in the traditional 4P, 4C, 4R marketing theory has only partly been met the environmental changes. In response to meet the changes in the current market environment and get away a from the sale predicament, a 4V marketing mixed theory based on the difference, function, value-added and resonance as the core content has given the high-tech enterprises the SHUNCHI Air Conditioning Ltd. a new idea of marketing strategy in design.the paper first analyses the existing marketing strategy of SHUNCHI Air Conditioning Ltd. based on the above and according to the marketing mixed theory 4V marketing strategy for the optimized design, including product differentiation, market differentiation, the image difference, flexible product features, technical innovation, the enterprise culture transfer, and energy contracts management.finally, the paper predicts the implementation results of the marketing strategy and analyses the risk control of implemating the marketing strategy in the view of marketing , finance and sales.