| In 2012, Gree has achieved operating income of 100.11 billion, was China's first home appliance sales in billions of listed companies. The next goal is to increase the company's annual 20 billion until 2017. As the product does not have the unprecedented innovation situation, the marketing strategy is the key factor of reaching the sales target. In this paper, the research and exploration on Gree's marketing strategy will be helpful to reach the sales target and conducive to the sustainable development of company. It is enlightening for sport marketing in China home appliance industry's application.It analyzes the marketing strategy environment of Gree in two aspects, external environment and internal environment. First of all, the internal environment has defined clearly through the superior inferiority analysis, and discovered some problems that the marketing strategy faced presently. Secondly, through industry external environment analysis, to find the opportunity and challenge the external environment brought from four aspects, overall environment, industry environment, environment of competition, and sports industry. Then, according to SWOT, the thesis is combining the internal advantages and disadvantages and external opportunities and threats, forming the alternative plan of marketing strategy, analyzing and comparing between the two plans. Finally, it is recommended that insisting the specialized development model, promoting brand image vigorously, consolidating domestic market, and developing the overseas market actively.It is suggested that the marketing strategy of Gree should focus on enhancing brand value, and it must be realized by sport marketing gradually. According to research domestic and foreign on sport marketing's theory in this paper, with successful cases of domestic and foreign sport marketing for reference, combined with many years of work experience and learned, make recommendations of Gree's sport marketing strategy implementation. |
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