| The origin of modern air-conditioning can be traced back to 1902,when the first air-conditioning machine was invented by the Willis Carrier,known as the "father of air-conditioning ".Today,there are many brands in the air-conditioning industry,the oldest is founded in 1924,named Daikin Industries,Ltd,while Daikin(China)Investment Co.,Ltd.is its branch company in China.With people’s life becoming more and more abundant,the air conditioning industry is also developing vigorously,and the considerable profit and prospect become the main reason for its rapid development.Daikin Group established Daikin(China)Investment Co.,Ltd.in China in 1995.In recent years,with Shanghai and Beijing as its center,it has continuously expanded its air conditioning business at levels of provinces,cities and counties.In such fields as household central air conditioning and commercial central air conditioning,Daikin Air conditioning deserves its reputation as air conditioning leader,and has been leading the industry in China and the world for more than ten years.In addition,Daikin(China)Investment Co.,Ltd.is divided into multiple departments according to administrative regions in China and manages each region separately,among which the northeast department is responsible for the business in the three northeastern provinces and Inner Mongolia.The research subject of this paper is Jilin Daikin Company which is a subordinate the northeast department.This paper focuses on Daikin’s household central air conditioning products which are aimed at the residential retail customers.Compared with the southern region where air conditioning products are widely used,because of its climate,environment,economy,population and other factors,the household central air conditioning enters people’s sight relatively late in the northeast region,especially Jilin Province.At present,it is still at the initial stage of development,however,the market competition is the most intense at this time.It is the key point for many air conditioning manufacturers that how to become the first to occupy the leading edge in the industry,obtain the best customer base,and broaden the brand awareness.Therefore,the subject of the paper is that under the severe market situation,what kind of marketing strategy should Daikin take as a Japanese brand to break through its own objective limitations,strengthen its own brand’s competitive advantage,enhance its brand’s reputation,and achieve a key victory and breakthrough.Based on the theory of marketing management,this paper analyzes the unique factors of Jilin Province,the development of the industry,and finds out the marketing mix strategy suitable for Daikin company in Jilin air conditioner market according to its own advantages,so that Jilin Daikin Company can make further breakthrough and grow.This paper combines the author’s long-term investigation in the company,sales practice,and a large number of data collection and analysis.First of all,it analyzes the company’s own business background,the specific product line of household central air conditioning and its target group as well as the status quo of the sales of specific market in Jilin Province and the problems encountered in the marketing process,tracing the causes.Second,the macro and micro marketing environment of Daikin household air conditioning in Jilin province is analyzed,and SWOT analysis is carried out.Finally,the paper finds the market segmentation,target setting and positioning of central air conditioning industry,and thereby formulates its marketing mix and gives safeguard advice the implementation of marketing strategy.The author cherished the hope that through the research and analysis of the actual marketing market in this paper,Daikin air-conditioner can hold a firm position in Jilin’s market where various brands compete,and thus maximizes its sales volume and profit,satisfying and serving more air-conditioner users,so as to further achieve the brand value of Daikin. |
PDF Full Text Request