Research On The Marketing Strategies Of Aucma Electric Corporation In The Region Of Mid-Shandong

The twelfth five-year plan period is a crucial time for China to become an electrical appliances power. With China’s policy of economic development restructuring and domestic demand expanding, the electrical sector is facing with new opportunities and challenges. In the meanwhile of focusing on the product development and innovation, household appliance enterprises are becoming aware of the importance of marketing ability. In a radically changing and increasingly competitive marketing environment, the accurate and timely marketing strategy is playing a very important role in the enterprise’s long-term sustainable development.Qingdao Aucma Limited co,.Ltd is a world renowned refrigeration equipment supplier, who enjoys the reputation of the king of freezer. Qingdao Aucma is based on three of its competitive industries, including the refrigeration appliance, electric vehicle and life electric, with which they have built an integrated industrial chain with multilayer and multiple gradient. In the meanwhile of exploring the international market, Aucma places a similar emphasis on the development and strengthening of the domestic market. The Mid-Shandong market is an important part of Aucma’s local marketing network; consequently, the success of marketing activities held in Mid-Shandong is of great significance to the promotion of Aucma’s marketing competitiveness. With new thinking and strategy, this paper is a theoretical guidance to help Aucma’s marketing activities in Mid-Shandong area. Also it is a reference to the similar-sized company in the same sector.This paper is based on the marketing theory and the current situation of Aucma’s development in Mid-Shandong area, locating the issues existed in its marketing; with PEST analysis, Port’s five-forces model and SWOT analysis method, the paper makes a systematical analysis on the Mid-Shandong Marketing environment; on that basis, the paper carries on the market segmentation and the target market localization with the STP analysis method, establishing Aucma’s marketing development goals and its general strategy in Mid-Shandong, and then formulating a specific marketing mix strategy with the4P marketing mix theory, coming up with the implementation safeguard measures of its marketing strategy.