A Central Air Conditioning Company Marketing Strategy Research

Since the reform and opening up,the domestic economy has achieved great development.Building cooling and heating has becoming a common demand.The next few years, Chinese central air-conditioning industry will maintain the momentum of development.The development of central air-conditioning technology and people's awareness of environmental protection are good for the ground source heat pump and water source heat pump.A central air conditioning company is a state-level high-tech enterprises, professional focusing on the development and construction of geothermal energy, having the national mechanical and electrical equipment installation qualification.It undertakes many projects and gains several patents.Now it is the leader of the central air-conditioning industry in henan.The core product of the company is land(water) source heat pump.A central air conditioning company(water) source heat pump air conditioning sales ratio reached 80% in 2015. The economic growth slowed down and intensified market competition lead to decline of the ground(water) source heat pump market share.A central air conditioning company is facing enterprise scale expansion,fixed Costs continuing to increase,the market shrinking,product selling difficulties,increasing in bad debts.Once the funding strand breaking,it will endanger the survival of enterprises.This paper first analyzes macro environment,industry environment and micro environment.A company has the advantage in technology and quality,having a stable customer resources.Second,this paper analyzes the product strategy, price strategy,channel strategy,promotion strategy.A company sales revenue decline in 2015.The problems of A company marketing strategy are image fuzzy,rigid price strategy,the wrong marketing channel and insufficient product promotion.The causes of these problems are simple marketing organization,simple training and incentives,weak marketing control,the narrow financing channel.Advice A company establishing product brand image,adopting a more flexible price strategy, actively starting more marketing and personnel sales promotion measures.Finally,Advice A company strengthening the construction of marketing organization,strengthening the marketing personnel incentives and training,strengthening the marketing control and provide more funding in order to ensure the smooth implementation of marketing strategy. It is benefit for the development and competition of the Chinese central air-conditioning industry.