Room Air Conditioner According To Micon Company Marketing Strategy Research

Market scale is gradually extending in the future, so customers' demand and dependence to high performance air condition are increasing. The advent of 3G era will bring more information service and the augment of relevant information center, all of those provide wide market foreground and opportunity for high performance air condition market. At the same time, all producers will be in the face of great opportunity and vehement competition. How new enters such as EMICON to survive in this condition? How to extend the market share in such furious market competition? One side, we can band the advantage of design, technique and cost control to produce new productions which will fit market demand and satisfy customer needs; on the other side, we should set perfect distribution channel and marketing strategy. So the institution and selection of marketing strategy is becoming more and more important.This paper exerted PEST framework first to locate the opportunity and threaten in macroscopical circumstance of EMICON, and then analyzed the accident and challenge in industry in the use of Porter's framework for competitive forces. Next we used VRIO model to analyze the inner wealth, and concluded the advantages and disadvantages of this company. Then we exerted SWOT theory to propose four spare stratagems which had different emphasize particularly. We consult the insistent issue of EMICON then analyze a five-year marketing strategy. We exerted collectivity and phase strategy goal. At last, we disassembled the macroscopical stratagem object into sub-objects, such as 4P strategy combination, and also the idiographic implement steps.The development stratagem proposed in this paper was match with the situation of EMICON company, adapt to its reform. It was significative for the practical task of EMICON company.