Research On Marketing Strategy Of MQ Air Conditioners

With the continuous deepening of China's market economy,the daily life level of people is improving constantly,which greatly promoted the rapid growth and prosperity of the central air-conditioning industry in China.In 2017,according to the statistics,the overall sales of central air-conditioning market achieve to 69 billion yuan,which has become one of the key industries for sustained national economic prosperity in China.In recent years,due to the real estate industry continued prosperity,that offer tremendous growth opportunities and broad market to central air-conditioning industry in China,which bring the limitless opportunity to the majority of producers of central air-conditioning.From the segments market of the central air-conditioning,with the household central air-conditioning as the importance of improving the living environment have become increasingly prominent,the share of central air-conditioning in the home decoration retail market will be more and more big,the household central air-conditioning market will become the main source of the air-conditioning business to rapidly expanding market share,and business profits.The MQ central air-conditioning company,as a famous household central air-conditioning brand,is confronted with the increasingly fierce pressure of the external market competition and internal self limiting development.In this cruel domestic trouble and foreign invasion situation,how to identify the opportunity,clear the positioning,create the lasting competitive advantage is a worth important problem to careful consideration for MQ central air-conditioning company in the pursuit of development process.This paper is based on the relevant theoretical knowledge of marketing,through the questionnaire to find out the external marketing environment and internal environment of MQ central air-conditioning company,trying to find the crux of the problem in MQ central air-conditioning company development,and puts forward some feasible marketing strategy suggestions for the company's marketing operation.This paper is mainly based on the long-term empirical data combined with the actual work of the author himself,and the strict marketing basic knowledge as the foothold,in accordance with the order of "from big to small” principle to start the main content analysis.The article begin with marketing environment of MQ central air-conditioning company,on the basis of the MQ international and Daikin Industries Group is introduced briefly,it firstly analyzes the macro and micro environment of central air conditioning industry faces in our country,while use the "Potter's five forces model" to analysis of the competition situation in our country central air conditioning industry,then use of the "SWOT analysis model " to analysis of the advantages and disadvantages of MQ central air-conditioning company in the central air-conditioning industry.On this basis,the author through the questionnaire survey summary data,combined with the actual situation of the marketing strategy of MQ central air conditioning company,points out the existing question of the companies in the marketing system.Then based on the corresponding analysis of consumer behavior and the target market,obtain the basically marketing strategies,which adapted to the MQ central air-conditioning company actual situation.