| In recent years,the air-conditioning product market of China northeast is growing hot with an enormous potential.The China northeast area is getting to be the core airconditioner market of the whole country.Therefore,the marketing of high-level air conditioning products in Northeast China has come to an unprecedented historical opportunity.The research on the high-level air conditioning products marketing strategy has significant value.The succeed of the air conditioning products marketing will bring great economic benefits to the enterprise,but create big society property,contribute the increase of GDP,offer more and more society employment.This paper takes the Casarte Air Conditioning Products in Haier Company as the research object.Firstly,it uses the combination of PEST model,Porter’s Five Forces motel to analyze and summarize the macro environment and market situation and competitive environment.Then it researches the micro environment of the object.In this way it finds out the problems of current marketing strategy of Casarte air conditioner,and analyzes the advantages and disadvantages,opportunities and threats.Meanwhile,it comprehensively analyzes the characteristics of the northeast market and based on the above analysis results,the STP marketing strategy of Casarte air conditioner is put forward to find the target market,and further develops a detailed and feasible marketing mix strategy and phased implementation of marketing plan including its product strategy,price strategy,place strategy,promotion strategy,personnel management strategy,service process strategy and physical evidence strategy.Besides,in order to execute the marketing strategy,this paper also proposes a set of effective implementation and guarantee measures.The marketing strategy and implementation guarantee measures studied in this paper have certain promotion value and can be extended to the research and formulation of marketing strategy of other industries in other regions. |
PDF Full Text Request