Marketing Strategy Research On Ji Rong Brand Central Air-conditioning

The central air conditioning rised and was access to high-growth emerging industries rapidly in the last two decades. With the sustained and stable development of China's economy, public buildings and industrial plants eq(?)pped with central air conditioning system places increased gradually, which accelerated the development of the central air-conditioning.industry. At the same time, central air conditioning companies are also facing unprecedented challenges and opportunities. Facing the huge and rapid growing market and fierce competition, enterprises must further enhance the market competitiveness by adjusting marketing strategy in order to maintain their own market position in the domestic small and medium central air conditioning fields.In this paper, by combining the theory on a large number of domestic and international marketing strategies with the many years, a complete marketing program and recommendations are sought and the safeguards of the implementation of the program are proposed for Jirong Company,who is currently marketing experience on the central air-conditioning industry for experiencing rapid development of the market but sales grows slowly and sales profit declines. This paper seeks to avoid in solving the actual problem from the research study only. In order to solve the practical problems and the plight faced by Jirong Company, analysis should based on the combination of theory and the actual market conditions, programs and measures of having practical significance for solving the problem are logically gained. This study ultimately concluds that the logical order of presentation by describing the theoretical basis and status reviews, finding problem, analyzing problem and solving problems,. By studying,this paper argues the importance of the company's market positioning and target design, which is the foundation of implementation of the 4P marketing mix strategy, but companies must provide the appropriate strategy for the implementation of safeguards.The theoretical value of the paper is the problem of stduding,which comes from practice and having the ability to guide practice. This paper studys the marketing strategy of central air conditioning of Guangdong Jirong company and focus on describing formulation and implementation of marketing strategy which is Characteristics with Jirong Company and in line with domestic central air-conditioning market characteristics. The formulation and implementation of the marketing strategy is based on Jirong having acquired adequate resources and management authority, in the Differentiation strategy and flexible and creative use of marketing mix (product, price, place and promotion) tool. The marketing strategy provides a theoretical guidance and reference for Jirong company and domestic central air-conditioning business marketing strategy adjustment. This paper has a certain significance for related enterprises..