The Study On TCL's Overseas Marketing Strategy In The Commonwealth Of The Independent States(CIS) Market

TCL Group founded in 1981,which is a globalized manufacturer of smart products and provider of Internet application services,and located in Huizhou,Guangdong Province.TCL Air Conditioner Department started to build factory in Zhongshan city from 1999,and now owns three main producing bases in Zhongshan,Wuhan and Jiujiang.TCL Air Conditioner Department already forms comprehensive air conditioner industrial clusters including residential air conditioner,commercial air conditioner,central air conditioner,portable air conditioner and dehumidifier,and builds professional teams from research and development,manufacturing,quality control,marketing to after sales service.Now annual producing capacity is over 100 million sets.As a national industrial enterprise,TCL Air Conditioning Division in addition to taking root in the domestic market,but also pay attention and focused on the global market.So far,after 20 years of hard work and development,TCL air-conditioners are sold all over the world.The proportion of exports has risen year by year,which plays a decisive role in the international household appliances stage and far-reaching impact on the transformation of home appliances.This paper take TCL air conditioner in the Commonwealth of Independent States(Abbe: CIS)market as an example,micro-environment in CIS as background,and analyze its characters from aspects of geography environment,economy development,social culture and government policies,and describe TCL brand's marketing situation in this area.Through comparing with competitors make sure the gap between TCL and other brands,analyze the reason for this gap,and try to find the way that how to narrow the gap and improve.Otherwise,using SWOT model to analyze TCL brand's strength,weakness,opportunity and threat,and make forecast for TCL air conditioner development plan in next year from market size,competitors' strategy and other competitive factors.At last,through using 4P theory make reasonable and efficient marketing strategies for TCL brand's future development from aspects of market,products,place,promotion and brand marketing.