Kelon Domestic Refrigerator Marketing Strategy Analysis

In recent years, with something happing, such as our country entered WTO, the domestic and foreign economic surroundings changed, the domestic marketing of household appliances industry is more and more intense. Marketing has become the special important part of the enterprise management.Kelon company was founded in 1983, now it has been a big enterprise with its high annual output value which is than ten billion RMs. In early time ,Kelon marketing was active and imaginative. Because of fail management, kelon lost nearly two billion RMs in two years. Through some bitter reforms, Kelon just went out of its difficulties in 2002, but still under the serious condition, such as marketing share dropping .by the end of 2002, the company formulated a new marketing tactics. With a new series of marketing mix ,Gu chujun, chairman of the board of kelon, wishes kelon to be a first class enterprise in the world's refrigeration industry and himself to be Mogon in this field.But kelon' s marketing tactics still has some failures that was essentially caused by information. This article analyses kelon ' s marketing problems and indicates that database marketing is only way for those marketing problems.