Study Of The Promotion Strategy Meiling Company

Hefei Meiling Limited by Share Ltd is one of the domestic refrigerator industryfour big families, with an annual output of7000000units of capacity and the market share of9%, but due to the joint venture brands enter, domestic brandpursued, Meiling its market operation, the bend in the second camp, but in recent years, the slow growth of sales promotional costs rise, profits declineetc.. As one of the marketing promotion, promotion strategy is successful or not, directly related to the survival of enterprises. The importance of combiningMeiling company’s current market status and promotion strategy, that Meilingcompany correctly implement the promotion strategy is very important, so it is important to research the Meiling Refrigerator Marketing strategy. In this paper, Meiling company as the research object, analysis of the whole and the promotion strategy of the current refrigerator market, and the market share of state Meiling place and promotion strategy, the status quo, and using promotion theory analyze the company in marketing strategy, and puts forward the corresponding measures to improve the market competitiveness, Meiling.This paper reviews the promotion theory, provides the theoretical basis for this study. Secondly, after master the use of various promotion mode, promotion strategy for the refrigerator industry present situation are introduced, such as refrigerators, refrigerator industry overall brand awareness, market share, the main brand of four promotion strategy, the refrigerator industry situation, the promotion strategy of a preliminary understanding. And, by consulting relevant literature and Meiling internal information and data, the status of Meilingcompany and public relations strategy, advertisement strategy, sales promotion strategy, marketing personnel four promotion strategy to do a detailed introduction. Thirdly, through some common problems and the refrigerator industry current Meiling in-depth understanding, points out the existing problems Meiling company promotion strategy, such as public relationspromotion system is not perfect, the goal is not clear, the selling seasonconfusion, promotional costs are too high. Finally using the promotion theory and combined with the characteristics of Meiling from public relations,advertising, sales promotion, personnel promotion four aspects for the Meilingprovide promotional tactics.