Research On The Improvement Of CH Air Conditioner’s Marketing Strategy Under The Background Of Internet

With the change of marketing concept, the focus of marketing has gradually experienced from production, product, sales to the concerns of customers, the marketing strategy has also renewed from 4Ps to 4Cs and 4Rs. 4Rs marketing strategy starts from customer demands, stresses to interact and build relationship with customer through association, links, response and return to achieve win-win situation. The Internet era provides the ideas, tools, methods for enhancing awareness, promoting experience and building emotions, and also makes 4Rs marketing strategy different new ideas and new practices.Based on the relevant marketing theory and improvement of 4Rs, the paper concludes that should improve the CH air conditioner’s strategies under social marketing theory in Internet eve,through the analysis of the development process,market situation and problems of CH air conditioner and the causes of the current development dilemma. First of all, the paper analyzes the current competitive situation of CH air conditioner, and points out that under the environment of domestic macroeconomic "new normal", limited real estate development and weak consumer confidence, CH air conditioner faces enormous pressure of erosion and competition in industry and has to be transformed. The beginning of Internet era not only provides new methods and means for enterprise to meet customer demands and associated customer awareness, but also provides a great opportunity for transformation. Secondly, the paper systematically reviews the development of CH air conditioner, the current brand image,market position, market division and the current marketing strategy, points out the problems in sales structure, sales price and average price, analyzes the root causes of marketing philosophy, image cognition, brand influence, innovation efficiency, channel operating ability. That concludes an important direction to CH air conditioner’s transformation is to update the marketing idea and implement the new marketing strategy. Finally, based on each element of 4Rs marketing strategy under social marketing theory,the paper provides proposal on how to shape brand new image of"understand you", to build brand influence by social media,to enhance innovation efficiency by big data and to enhance channel stickiness by building a shared channel system.Through the research of this paper, on one hand, hope CH air conditioner can improve the marketing strategy, implement the marketing transformation and establish the long-term development advantage by catching the competitive opportunity in the Internet era, it has certain guiding significance .for the marketing practice.On the other hand, it has certain reference for traditional enterprises to enlarge new thinking and models for participating industrial competition in the Internet eve.