Guangdong Kelon Air-conditioning Products Rural Market Strategy Research

As the important constituent of the enterprise strategy, the marketing strategy often decides the enterprise's success or failure in the air-conditioning market. This requests all enterprises to analyze the industry's environment and own situations. The Kelon Company is a famous electrical appliances enterprise of more than 20 years history. After producing the first double-gate refrigerator in China in 1984, Kelon has created lots of innumerable miracles and prides. Such as the 30% of yearly average rate of increase, the first domestic corporation that was listed in Hong Kong H stock market and domestic A stock market. And the national supreme leader of Deng Xiaoping, Jiang Zemin, and Zhu Rongji and so on has come to inspect one after another. Kelon is appraised by Forbes magazine as one of the "First 20 of Global Best 300 Enterprises"and "Chinese Best Management Company", "Chinese Best Investor-relationship Company"by Hong Kong's magazine "the Asian Currency"in continuous three years. In January 1999, the World Economics Forum awards Kelon the "99 Global Emerging Markets 100 Best Enterprises" once more. But as a result of the cruel competition of air-conditioning industry, from the year 2000 to 2001, Kelon's outstanding achievement glided down and the company also surprisingly owed 1.5 billion RMB. By the end of the year 2001, Greencool Company, a domestic self-effacing corporation but one of the three global biggest professional refrigeration enterprises, purchased Kelon Company. After its purchase of Kelon, Greencool is confronted with enormous challenge and reasonless brutal competition. How to survive turns into its first-urgent mission. So the new Kelon has carried on a series of reorganization and the optimized conformity and finally succeeded in taking off the ST hat in 2002. Kelon...