Research On Marketing Strategy Optimization Of Commercial Air Conditioning Controller In M Company

The continuous growth of enterprises plays a very important role in effective market competition,maintaining the existing market position,maintaining good cooperation with relevant parties,and ensuring the stability of internal personnel,talent growth and willingness to struggle.Once a business stagnates,the business is dangerous and there will be problems.Commercial air-conditioning is a subdivision of the HVAC industry,and the controller is the core control component of commercial air-conditioning.As an enterprise in the commercial air-conditioning industry,M company’s commercial air-conditioning controller faces the serious problem of low sales growth rate,and the growth rate is long.The annual growth rate remained at around 1.0%,far below the industry-scale growth rate of 12%.The commercial air conditioner controller of M company is the core platform product of M company equipped with all its industrial applications.The sales volume of the controller will affect the sales of other subsidiary products of M company.The company’s sales performance declines,which affects the company’s profit and cash flow,and poses a serious threat to the company’s operations.The company’s decision-making level attaches great importance to this.This paper studies the marketing problem of M company’s commercial air-conditioning controller,uses the STP marketing analysis model to sort out the commercial air-conditioning industry,and clarifies the target market of M company.This paper analyzes the opportunities and threat environment factors of M company,and expounds the adverse impact of M company’s low sales growth rate of commercial air-conditioning controllers after the industry scale and demand become larger.Through the use of marketing 4P theory,the analysis and research are carried out from four aspects: the lack of competitiveness of commercial airconditioning controller products,the single sales channel,the weak price competitiveness,and the lack of promotion methods.Among them,the lack of product competitiveness is reflected in the lack of programming environment and supporting manuals,excessive design,long delivery cycle,high cost and poor pertinence,and insufficient cooperation between departments.Its single sales channel is the lack of agency channels,lack of key account management mechanism,and lack of network marketing channels.Its weak price competitiveness is manifested in unreasonable pricing mechanism,vague pricing strategy for major customers,no agent pricing system,and imperfect price adjustment strategy.The lack of promotion means is reflected in the lack of technical enthusiasm of the sales force,the lack of network promotion,the neglect of end-user expansion,the lack of participation in exhibitions and seminars,and the lack of school-enterprise cooperation.If the above problems cannot be effectively solved,it will seriously affect the sales performance of M Company.Based on the analysis of the above problems,this paper proposes optimization strategies according to the actual situation of M company: product strategies mainly include improving the programming environment,optimizing product design,increasing localized production models,developing low-cost products suitable for the local market,strengthening interdepartmental Cooperation to improve service quality.The channel strategy mainly includes the diversification of agency distribution channels,strengthening the management of direct sales channels and establishing network channel sales.The price strategy mainly includes the follow-the-market pricing strategy,the improvement of the major customer pricing strategy,the establishment and improvement of the agent price system and the standard price adjustment strategy.The promotion strategy mainly includes strengthening the construction of sales force,attaching importance to online promotion,carrying out end-user promotion,increasing the brand exposure rate of the exhibition forum,and carrying out school-enterprise cooperation.It is of practical and theoretical value to study the optimization of the marketing strategy of M company’s commercial air-conditioning controllers.The research results of the marketing strategy optimization of commercial air-conditioning controllers are not only practical for M company itself,but also for other similar foreign or local companies when they encounter marketing problems.It also has a reference function and fills the gap in the past research on the optimization of the marketing strategy of commercial air-conditioning controllers.