Haier Commercial Air Conditioning Shandong Marketing Strategy Research

Since the last century since 90 s,with the rapid development of the national economy and the modern society,people's living standard and consumption concept has a rapid development,coupled with the rapid development of modern real estate,commercial central air-conditioning industry as an emerging industry rapid rise.In recent years,the Chinese commercial central air-conditioning market has a rapid development,market demand,market supply,industry output and other parameters have a rapid development,while Haier central air-conditioning business has become one of the important marketing subjects.The research on the marketing of Haier central air conditioning is helpful to enhance the understanding of the central air conditioning marketing of the state owned business,and inject new impetus for its operation and development.Local enterprises Haier group known as the Shandong,the strategic significance of Shandong market is very important for its business,and its central air-conditioning field as an important business of the group also showed a strong degree of concern.After a period of rapid development,Haier commercial central air conditioning began facing economic industrial structure adjustment,market competition,market profit has been compressed realistic problems and challenges to the reform and innovation of marketing,which makes the topic into the vision of researchers.In the research process of the topic,the thesis takes the Haier business central air conditioning as the main research breakthrough point,and analyzes the present situation and problems of Haier business central air conditioning.Then,we use PEST analysis method,the political environment,economic environment,natural environment,science and technology environment of the Haier central air-conditioning business analysis show that the Shandong market has great opportunities for the future;then the competition environment analysis,and the introduction of SWOT analysis method to analyze and summarize the advantages and disadvantages,opportunities and threat.Finally,combined with the comprehensive analysis of Shandong Haier commercial central air-conditioning market environment,put forward to increase customer marketing,build core dealer channels,and increase the training,talents selection and implementation of diversified marketing strategy and strategy suggestions,hoping to have certain reference value for similar enterprises,Haier group.