Research On Marketing Strategy Of H Company Commercial Air Conditioning In Thailand

The acceleration of economic globalization promotes the global strategic layout of transnational enterprises.At the same time,with the rapid development of regional economy,the international business environment of enterprises becomes increasingly complex.The choice of marketing strategy is very important for the high quality development of enterprises.This paper starts from the macro environment at home and abroad,analyzes the new situation of H Company’s commercial air conditioning industry in Thailand,and clarifies the research background and significance under the circumstance of H Company’s commercial air conditioning business operation in Thailand.At the same time,this paper includes literature review,theoretical basis,research content,methods and framework according to the relevant theories of marketing.Secondly,this paper expounds the concept,procedures and related theories of marketing strategy,and elaborates application of these theories in this paper.Next,it analyzes the status quo and capacity of H Company’s business internal resources in Thailand market.This paper also analyzes the external macro business environment and industrial environment of the company based on PEST analysis and five forces model under the consideration of the changes of external macro environment and industrial environment playing an important role in the choice of marketing strategy.Through the analysis,it is found that the development opportunities of H Company’s commercial air conditioning business in Thailand surpasses the threats.Also it is determined that the Thailand market of H company’s commercial air conditioning should make use of its existing advantages to establish a marketing strategy that is suitable for localized development,with SWOT analysis to help H company choosing the best marketing strategies.Finally,the solutions are formulated,including completing product series,supply chain operation guarantee,training and introduction of international talents,marketing cost support,and building incentive mechanism,to ensure the smooth implementation of marketing strategy.