The Strategy Study Of The A.O.Smith's Water Heater In ShenYang Market

Since the 1970s, china water sector has become one of the fastest growing industries in home appliances industry。Home appliances industry investment in our country continues to remain fairly high rate of growth, while the heater industry is the most powerful momentum in home appliances industry。In our market, the water heater brand is numerous ,which is any other household appliances industry is incomparable with。Statistics show that:there were more than 30 water heater brands in 1996 and more than 300 in 2001。Market competition is very fierce。A.O.Smith's company was good to see the potential in Chinese market ,entered chinese market in 1996 and officially established in 1998—a sole proprietorship company which played a very important in seizing Chinese products market share and developing the strategy in chinese market。How to refer to the marketing theory and work out a effective marketing which is suitable to Chinese characteristics is very significant in forming the market competitive position of A.O.Smith Company and in having important impact on the survival and development。This paper studies the external environment and domestic marketing conditions of A.O.Smith Company, finds the deficiency in marketing and proposes effective marketing to guide our work and promote sales volume of A.O.smith's heater in the chinese market.First of all,we introduce the history about the heater industry in china and analysis the development and the status ,which provides the basis for marketing analysis;Secondly,we analysis the market status about our heater industry from the market demand,the consumer behavior and market competition and make sure the relative location of A.O.Smith heater brand between consumers and competitors.Third,subdivide the heater market in china and fix position of A.O.Smith heater in our market。At last,combination the above analysis with the marketing about A.O.Smith Company,we reconsider the marketing strategy of A.O.Smith from four relevant aspects :product marketing strategy,the price policy ,channel strategy and promotion strategies。...