Guangdong Kelon Electrical Holdings Co., Ltd. Refrigerator Marketing Strategy Analysis And Strategy Research

Only those enterprises that adjust themselves unceasingly to meet market demand can get the competition advantage in this economic globalization and competitive world. The Guangdong Kelon Electrics Share Co.ltd ( following abbreviation Kelon Company ) has ever created the nation-wide No.1 record in successive 9 years of sales volume of refrigerator , but because of various external reasons as well as the internal reasons such as structural adjustment and personnel change, Kelon Company fell into difficult condition , put on ST in 2000 ,and lost 1.5 billion in 2001. In the late of 2001,Greencool Corporation took possetion of Kelon and reversed loss situation instantly. In 2003 year, mid-forms for reporting statistics shew that Kelon gained 145 million. Though Kelon made great progress ,because of intense competition and remained historical problem , Kelon Company is still facing with stern test. By looking back enterprise development history and analyzing enterprise self and competitive environment , this paper attempts to make some analysis on how to cope with changes ,how to establish proper marketing strategy and corresponding marketing tactics ,and to put forward own viewpoints .This Paper has 4 chapters: Chapter I: This chapter introduces Kelon Company briefly , including its history evolution and present situation, as well as the organization structure of group company and refrigerator marketing department organization configuration picture. Chapter Ⅱ: This chapter carries out market competitive analysis for Kelon Company including the history and present situation of refrigerator industry. With the use of five competition forces of Porter model and SWOT matrix, it makes out inferior position and the advantage of the market competition of Kelon Company, as well as the challenge and opportunity . On this foundation, the author speaks out the marketing strategy. Chapter Ⅲ: This chapter makes STP analysis partially for the refrigerator market of Kelon Company ,including the market segment, the choice and location of target market . Chapter Ⅳ:According to marketing strategy put forward above, this chapter puts forward corresponding marketing tactics, such as marketing place tactics, price tactics, international trade tactics, brand tactics and so on. The major contribution of this paper lies in :by systematically utilizing the knowledge of marketing management , management and enterprise strategy management, carrying out detailed analysis and research for marketing strategy and the marketing tactics of Kelon Company, aiming at making some own suggestions to strengthening company's sale work to promote the marketing competition ability of company, and hoping those suggestions can take some affect on the development of Kelon Company , at the same time play part of certain reference for other refrigerator enterprises of our country .