Market Position And Competitive Strategy Analysis Of Water - Cooled Screw Central Air Conditioning Products

At present, the growth trend of central air-conditioning market is steadily growing, following China’s economic growth trend, the growth rate of this market has once reached 30% in the former years. This market is full of.homogenized product, price competition of which is extremely intense.It is all central air conditioning brands need to be urgently solved problem,how to choose the competition strategy to consolidate and expand the market share.Dunham-bush has been 120 years of history, and been the introducer of the revolutionary screw technology in the air conditioning field. With the third generation of fully enclosed vertical double screw technology patents, screw machine is the main products of the company. Its domestic market share of the similar producst, Dunham-bush screw products has been ranking the second camp in recent years, among the traditional American bands, like York, Carrier, McQuay and Trane, Japanese(Hitachi) and domestic brands,like Midea and Gree, etc. In 2014, its share even overtaken by Midea brand.Though the remarkable achievements Dunham-bush made in 2014,its sales break historically RMB 1 billion Yuan, but how to break through and make more improvement ? The exact market position analysis and choice of competitive strategy is the key to problem solving.In this paper, the author discuss Dunham-bush products as the research object, basing on the competition theory and competitive strategy theory, through analysis of the present situation and the development of central air-conditioning market, and also the status quo of Dunham-bush products and market position, and suggest a series of combination of enterprise strategy accordingly.