Improvement On The Marketing Strategy Of Non-electric Central Air Conditioner In Broad Air Conditioning Company

The central air-conditioning is not only the essential industrial equipment for national commercial buildings,but also the significant component of the construction energy consumption.The non-electric air-conditioning is one of branch products of the central air-conditioning equipment,adopting the green low-carbon refrigeration technique.In the current central air-conditioning market,the overall sales volume of non-electric air-conditioning is decreasing year by year.The competition within the industry market is fierce.Five enterprises monopolize the non-electric air-conditioning market,separately from Japan,South Korea and China,including two local Chinese enterprises: Broad and Shuangliang.Broad Group is a local private enterprise,well-known for specially engaging in the manufacture and sales of non-electric air-conditioning.However,in recent ten years,the sales volume of Broad has been decreasing and its market position has been dwindling,which makes it face development problems.This paper,against enterprise difficulty,takes advantage of Michael Porter's Five Forces,SWOT,STP and other theoretical tools to analyze the macro-environment and internal environment of the central air-conditioning industry,as well as the internal situation of Broad Group,and further find out reasons for its sales decreasing.To be specific,reasons for sales decreasing of Broad are shown below: the macro-environment analysis shows that the domestic economy is in the structural adjustment,and it is difficult for private enterprises to consume higher-priced non-electric air-conditionings;the industry internal environment analysis shows that the energy supply enterprise is in the market transformation,who helps Party A manage the air-conditioning equipment as the main contractor and holds the power of speech,and the partner becomes the competitor,which aggravates the industrial competition;the SWOT analysis shows that the single product line of the Company,rigid management system and structural deficiency of human resource structure,which results in obstruction to the enterprise development.Regarding above-mentioned problems,the market segmentation and positioning is carried out through using the STP market positioning strategy,dividing the market into the prior market,potentiality market and new market;as for the prior market,the product plus service energy operation mode is suggested to optimize technical advantages of Broad,so as to seize market profits for a long term;as for the potentiality market,the cooperation with the energy market is suggested to provide clients with comprehensive energy solutions,so as to increase the credibility in the potentiality market;as for the new decoration market,the company is suggested to develop new products and position high-end decoration users to maintain the technology profit,and combine different advantage to expand the sales performance.In addition,this paper suggests adopting the 4P method to refine the strategy from four aspects,applying the major client marketing strategy to establish the major client supply channel,and customizing products for the major client,to stabilize the performance of the enterprise in the non-electric air-conditioning market.Through combining theoretical tools with company cases,this paper aims to solve the non-electric air-conditioning marketing problem of Broad Group,lead the local traditional manufacturing industry to the new consumption mode,and guide the marketing transformation.All local manufacturing enterprise are facing the marketing transformation under the new consumption environment,I hope that the solution in this paper can be valuable for them when making the enterprise marketing strategy,and provide theoretical reference for solving management behaviors of domestic family-owned private enterprises,so as to realize the health development of the national manufacturing industry.