Study On Marketing Strategy Of Haier Commercial Air Conditioning

The development of domestic economy led to the consumption level and consumption ability of ascension,along with the change of consumption idea,people began to yearn for and pursue comfortable environment,promote the development of the air conditioning industry.Europe is one of the four largest air conditioning markets in the world.The air conditioning market in Europe is not only technologically advanced,but also has strong consumer demand and high profit level.Domestic electrical home appliances manufacturing enterprises in order to seek more broad market,adapt to the globalizat ion of economy,began to focus on the international market,explore the road of internat ionalizat ion development,therefore,to develop a marketing strategy is crucial for overseas markets,at the same time,also can promote th e overseas development of the enterprise,to obtain advantages in the fierce competition in the international market and the guarantee of success.Haier group since 1999 to tap the European market,the development so far has been occupies an important position in the Europe market,made remarkable achievements,but also a series of problems.At the same time,electrical home appliances manufacturing enterprises all over the world are in constant expansion,Haier in the European market competition will be more and more fierce,Haier need to constantly adjust and optim ize the market strategy,enhance its competitiveness in the European market.This paper takes Haier commercial air condition ing as the research object,and studies the market marketing as the research content based on the relevant theories of marketing.The first part introduces the background and significance of the research,the literature review,the framework of the thesis and the research methods.The second part,the concept of the paper involves the "commercial" and "market ing" to define,at the same time in this paper,the market marketing related theory,and analyzes the characteristics of the commercial market ing.The third part analyzes the current situation and marketing situat ion of Haier commercial air conditioning in Europe.To understand the general situation of Haier and its commercial air conditioning business,and analyze the internal resources and capabilit ies of the company;Analyze the marketing situation of the company in Europe and find out some problems in marketing.The fourth part,The Europe marketing external environment analysis.Using the PEST and porter “Five Forces ”models to Haier commercial air condit ioning Europe market ing macro environment and industry environment analys is,combined with the company's internal environment,clarify Haier commercial air conditioning Europe marketing strengths,weaknesses,opportunities and threats;The fifth part,Haier commercial air conditioning Europe marketing strategy analysis.Through market segmentation,the main target market of Haier commercial air condit ioners is clarif ied,and the overall strategy of European market ing and specific marketing mix strategies are formulated.The sixth chapter,European marketing strategy safeg uards measures.The guarantee measures are put forward from the aspects of technology and product innovation,the cultivation and introduction of international talents,the thorough implementat ion of the brand's soil strategy and the full use of the Internet for marketing.In this paper,starting from the actual marketing situation of Haier commercial air conditioning,Based on Haier Commercial air conditioning advantages and disadvantages,supply suitable marketing strategy for commercial air conditioning company,to realize Haier commercial air conditioning market share increase and enlarge sales profits growth in Europe.At the same time,it's also provide great reference for other Chinese air conditioning manufacturing company's marketing strategy setting.