Research On Marketing Strategy Of Midea Air Condition In Wuxi

In 1879,American inventor Thomas Alva Edison invented the incandescent lamp,with the improvement of the popularization and power facilities,creating a new era of household electric appliances,and gradually began to spread into the thousands of households,household appliances has become a necessity in people's lives.The United States founded in 1968,has been nearly 50 years,2016 reelected to the U.S.Fortune magazine "fortune" world top 500 units ranked 481,Midea growth is Chinese reform and opening up of the witness and the witness.After the end of the home appliances to the countryside,energy saving two wave of major policy dividends,the United States also experienced excess capacity,a huge inventory of dealers,consumers in advance after the purchase of frozen market freeze.In the face of the existing market conditions,the original scale manufacturing,cost control and other methods have all failed.The traditional forms of price promotions to consumers,not only did not stimulate the purchase,but the cause of the conflict aversion and mistrust,another frequent promotion also destroyed the original price system,affect the beauty of the brand image.The huge pressure on the channel inventory affect the dealer inventory and capital transfer,frequent promotions to reduce the profitability of the space,the rapid development of the traditional store channels and electricity supplier channels also brought new problems.Wuxi Midea refrigeration products Sales Co.,Ltd.was founded in September 2008,is the Midea holding group headquarters is established,air conditioning products sales company regional beauty have independent legal personality,responsible for Wuxi regional marketing management,implementation of related policies by the headquarter.In this paper,according to the actual situation in Wuxi,the development of marketing strategies suitable for Wuxi.Through the analysis of the current situation of marketing management in Wuxi,as well as the achievements and problems encountered,to reveal the importance of marketing management for the company.In order to effectively enhance the midea air-conditioning sales in Wuxi region scale and market status,on the basis of existing air conditioning marketing strategy of beauty,from the air conditioning product,channel construction,promotion and price strategy design elements,combined with the actual situation of Wuxi air-conditioning market,optimize marketing strategy.Firstly,on the basis of experience on marketing management and strategic management theory,analysis of the existing air conditioner market macro market environment by using PEST tools,understand the beauty of air conditioning in the industry environment,the political and economic factors such as possible,competitive environment and major competitors.Then according to the actual situation of Wuxi area,analysis of the U.S.air have strengths and weaknesses and external opportunities by using the SWOT model,put forward the marketing plan,analyze the problem,further market segments,improve the overall service capacity,this paper suggested that Wuxi Midea air conditioner adopt different marketing strategy,using a combination of marketing tools,re combing products the price,channels,promotions and other factors,strengthen the management effect,and actively develop new consumer market,directly involved in government procurement and other related project.Differentiated products and market strategy,the main push intelligent inverter air conditioner products.