Home Central Air Conditioning Marketing Channels And Strategic Research

The industry for Residential Central Air-Conditioning System (RCACS) is a new area of home electronics industry. The RCACS intensity is competitive. In China, the management of marketing channels has been prioritized in the management of enterprise. The key issues are how to build the marketing channels, how to balance the power of marketing agents, and how to communicate with the customers through the channels. This thesis addresses the issue about the construction and management of marketing channels for the RCACS industry. It is observed that the marketing channels are highly competitive, imperative, adaptive, operative and flexible. The making of marketing channels needs the integration of the marketing research and the company's development strategy. This paper also explores the means to set up the marketing channels based on company resources and to enhance its core competence.This thesis analyzes the general situation of the RCACS industry from dimensions such as the background of the industry, the characteristics of the marketing, the types of the customer, and the models of the marketing. Furthermore, in order to measure the utility of marketing channels, this paper compares the rules of the agent marketing and the franchiser marketing. Then,this paper outlines a model of auction.Finally, the paper concludes the construction of marketing channels the development strategy, the management of marketing channels, and the management of the marketing team should be based on the nature of the RCACS industry. It places emphasis on three points in the process. First, it should build up a hierarchy for marketing channels. Second, it should implement the total quality management. Third, it should enforce the intendance system. Focusing on the plan for those three aspects, partial test-field, final evaluation and integrated implementation are also vital for the success of channels construction.