Improvement Of Marketing Strategy About Commercial Refrigerator Business In A Company

With the development of economic and civilian living standard,the demand of cold chain was increasing rapidly.This situation means the good opportunity for commercial refrigerator manufacturers.How to seize this opportunity to develop commercial refrigerator business was an important problem for A company.This paper firstly introduced the basic situation of A company,and then an alyzed the marketing strategy of commercial refrigerator business in A company and found out some drawback about the marketing strategy of commercial refrigerator business in A company.In order to resolve these problems,this paper applied PEST to analyze the macro-situation of A company and found that the exterior situation of A comp any was very good.Secondly,this paper further investigated the industrial competition of commercial refrigerator business by five-force models and found that industrial competition of commmercial refrigerator business was very hash and fierce.So the industrial merge will coming in the future.Based on this conclusion,SWOT analysis can analyze the opportunities,threats,advantages,disadvantages of a company’s commercial freezer business as a whole,and according to the analysis results,a new marketing plan and strategy are formulated.The new marketing strategy includes product strategy,pricing strategy,location strategy and marketing strategy.Specifi cally,the product strategy meant the product should be more customized,hardback,automobile,value-added and serviced.The price strategy meant cost-related price.competition-related price and demand-related price.The place strategy meant the construction of place matrix including the vertical industrial marketing expert and horizontal area marketing managers.The promotion strategy meant the salesman promotion,expo promotion,product introduce meeting and finance-related promotion.At last,the paper introduced the results of the new marketing strategy and put forward the necessary safeguarding measurement.The conclusion of this paper was helpful for the development of commercial refrigerator business in A company and for the understanding the Chinese commercial refrigerator industry.