Study On The Marketing Strategy Of The Soyea Company In China

In the refrigerator industry production, R&D technology continues toprogress, the refrigerator industry Chinese naturally into the Chinese domesticmarket maturity is the highest, fully competitive industry. Domestic refrigeratorproduction company in two dimensions using the production technology andproducts have been walking in the forefront of the world, and the domesticrefrigerator enterprises capacity of independent R&D steady internationalleading position, and truly realize the world refrigerator manufacturing, demandpower. SOYEA Corporation as a representative of emerging private refrigeratorenterprises, after four years of "home appliances to the countryside", a year of"energy saving" policy, has the absolute leader Chinese refrigerator second camp,in the face of brand of a gleam of the one or two level of household electricalappliances market, and started to enter into the three or four level of the domesticmarket environment Shanghai SOYEA refrigerator, how to make use of itschannel resource development in three or four levels of markets, effective Marchone or two grade market so as to enhance the brand value, and its futuredevelopment, worthy of attention.In this paper, through literature research method and case study method,based on the actual demand of re adjustment of the domestic refrigerator industrycompetition and change now, the formulation and development of SoayRefrigerator Marketing Strategy Based on the current situation, the paper startedfrom the development course of the domestic refrigerator industry,comprehensively expounds the features and now the domestic refrigeratorindustry and its current development dynamic, then has carried on thecomprehensive analysis of the current international economic environment andChina government policy on the refrigerator; thus, I to Shanghai soyearefrigerator in the "home appliances to the countryside" stage marketing strategyand the achievements are described, analyzed, and points out why this period ofgreat development of enterprise. The SOYEA Refrigerator Marketing Strategyand results in the "energy-saving Huimin" policy stage are analyzed andsummarized, and draws the corresponding conclusion. By the research of this thesis fully reveals the important role of marketing strategy in enterprisedevelopment, comparative electrical in the policy of relevant marketing strategyand results, summarized the second-line brand refrigerator to soyea refrigeratoras the representative of the living space and how to improve the channel brandinfluence and development direction of army first-line camp, and soyearefrigerator in optimization future marketing strategies in the development of therecommendations put forward.