Research On Marketing Strategy Of Gree’s Air Conditioners

Following China’s economic development, Chinese people’s life standard has been increasing continually, which greatly promotes the booming of air conditioner industry. According to statistics data, the volum of air-condition products and sales reached9,270,000and9,700,000respectively in2013. This proves that air conditioner industry has become one of the important section of Chinese economics development. The huge air-condition market brings unlimited opportunity for the manufacturers. GREE ELECTRIC APPLIANCES, INC. OF ZHUHAI, founded in1991, is the biggest professionalized air-condition enterprise in the world. GREE centralizes air-condition’s invention, production,sales and services. While seeking and seizing opportunities, GREE also positively deal with the competition from various aspects.The current study firstly reviews domestic and overseas relevant study on marketing, marketing theories, and research methodology, in order to set up the research outline of this article. Next, a macro analysis of China’s air conditioning industry is conducted. The analysis includs population, environment, economic environment, political and legal environment, natural environment, social environment and technological environment. At the same time, Porter’s five forces analysis is applied to analyse the competitive environment of Chinese air conditioner industry.GREE has been ranking the first on air conditioner sales for many years, but there are some problems existing. The analysis of the current status of saling air condition in GREE ELECTRIC APPLIANCES, INC. OF ZHUHAI (hereinafter referred to as GREE) includes an introduction of GREE’s development history, company culture, products, sales model and competitors. While SWOT analysis is applied to summarize its current marketing status. Marketing problems will be identified, including issues of institution, channels, sales service and promotion. To solve the problems, STP theory is used to divide air conditioner market, look for target markets, and locate GREE air-conditioner market position. Finally, in order to keep GREE air condition getting nice achievement in Chinese air conditioning industry, and based on the Chinese air conditioner market, this paper follows several key marketing elements, which are product, price, marketing channel and promotion, and combines the marketing position of GREE appliances. Then a summarization and optimization of the marketing strategy for GREE air condition is provided.This paper applies several relevant marketing theories and combines practical experience. Quantitative analysis, documentary analysis and theory discussion are used as the research methodology of this paper.4P theory, STP theory, SWOT analysis and Porter’s five forces analysis are the theories applied to this study. From the macro and micro views, after analyzeing GREE’s air-conditioning market environment and the operating conditions, the marketing strategies which is suitable for market and GREE itself is provided. The strategies particularly emphasizes positioning strategy, product strategy, pricing strategy, distribution strategy, promotion strategy, sales team building. At last, GREE’s marketing strategy is optimized.