The Research Of The Marketing Strategy Adjustment Of Mitsubishi Electric Central Air In South China

MITSUBISHI electric company officially entered the China central air-conditioning market in 2004.MITSUBISHI electric company has a traditional focus on production and sales of units and frequency inverter air conditioner.As the sales of central air-conditioning grow,the channel competition between different brands become intense,and the question of how to adjust marketing channel strategy to compete effectively for more market share has become a vital topic.It is a sincere hope that the research I made on this topic will provide practical inspirations on the sales of central air-conditioning in south China to MITSUBISHI electric company.This paper is done based on the study of a range of documentations,the application of PEST model,and a series of marketing channel related theories.Four strategy adjustments of the central air conditioning system in south China are proposed after thorough analysis of the industry and the competition’s different models:(1)Increasing the share of the large customer direct sales channel strategy(2)Effective layout of the dealer channel strategy(3)Rich the distribution channel strategy of the dealer retail(4)A variety of marketing channels for mutual cooperation strategyAs part of the research,implementation plan and safeguard measures are covered.In the conclusion,future research directions are suggested.