Research On The Marketing Strategy Of Air Energy Heat Pump For KM Company

Energy is the lifeline of the national economy, and it is the sustainable development cornerstone of the national economy. We have made the energy development strategy of the next20years:"giving priority to energy conservation, structural optimization, environment friendly", we can see that the energy conservation has been elevated to the height of the basic national policy. At present, the energy consumption mainly includes building energy consumption, industrial energy consumption and transportation energy consumption. Due to the increased number and the enhanced quality, the energy consumption reveals a rapid upward trend. In this context, a number of energy-saving products have emerged, but because of the fierce market competition, unreasonable product price and weaken marketing capability, the market expansion of energy-saving products has been greatly hampered. Therefore, there has a certain practical significance to discuss the strategy of energy-saving products marketing.In this paper, the author use literature analysis, case analysis, summarized analysis and other research methods, and the theory of marketing, PEST analysis, SWOT analysis and strategic analysis, analyze the marketing environment of the air heat pump, It makes market segmentation and positioning for the air heat pump of the KM company, to carry on the market segmentation and positioning for the KM air heat pump, and make the marketing strategy and the implementation recommendations of the air heat pump. The strength of the air heat pump of the KM company reflected in: technological advantages, personnel and corporate image advantage; The weakness includes the weaken product development capacity and investment risk management capability; the opportunities includes the national policy support and good development prospects of the industry; the threats includes low awareness and intense competition of the industry, the policy support for specific products is also not enough. Air energy market can be subdivided into the commercial market and the domestic market, the target customers of the air heat pump include school student apartments, hotels, sauna and swimming pool and residential quarters and so on in the KM company, this paper elaborates the market positioning of the company’s products from product positioning, competitive positioning and consumer location, and it poses that the air heat pump should adopt growth-oriented marketing strategy. This paper makes the marketing strategy of the air heat pump from the product, price, place, promotion, etc., and it poses the implementation of the measures from three aspects:strengthen the sales team building; strengthen the marketing channel construction, control channel risk; strengthen advertising.