Study On Marketing Strategy Of Haier Commercial Refrigerator

China’s economy has developed very rapidly in recent years,and has become a leader at home and abroad in many aspects such as development speed.With the successful transcendence of Japan,the world’s second largest economy is already China,which has created a broad growth space for Chinese local enterprises and more development opportunities for foreign-funded enterprises to come to China.Under the guidance of the party and state policies,a series of unprecedented investment promotion policies have enabled more and more foreign-funded enterprises to choose to develop in China,which has made great contributions to China’s economic development,which is long-term and lasting in promoting China’s economy and major enterprises,and has also made great development and progress.However,risks and opportunities usually coexist.The greater the opportunity,the higher the risk.The number of competitors in all walks of life in China is rising,the market share is shrinking year by year,the cost performance of products is low,and the homogenization is serious.The sales and profits of enterprises have been greatly affected,Therefore,if you want to break out of the siege in the fierce market competition,the first thing for any enterprise is to strengthen its core competitiveness,which will also become the key factor to determine the survival of the company.Research in this paper through practical industry and enterprises,to the current Haier commercial refrigerator company is experiencing stage marketing problems found as the research object,from the current situation of Haier commercial refrigerator company,using the scientific marketing theories and models,such as 4 p,STP theory,PEST and porter five models,haier commercial freezers for internal and external environmental analysis.The internal environment is mainly analyzed from the aspects of internal resources,internal ability and marketing problems.The external environment is analyzed in detail from the dimensions of macro environment,industry environment,competitive brands and customers.To study the marketing strategy of Haier commercial refrigerator company,firstly through the market segmentation of commercial refrigerator,combined with the current situation of the enterprise to choose the target market,find the market positioning of enterprise development,and then formulate the corresponding marketing strategy.At the same time,in order to make the marketing strategy more suitable for Haier commercial refrigerator Company,corresponding safeguard measures are formulated from the aspects of talent recruitment and training,logistics,finance and R&D innovation.Through the analysis and research of these problems,the root cause of weak sales and declining market share of Haier commercial refrigerator company was found,and the seven marketing problems were analyzed.Then the paper marketing problems targeted to these problems and impact on the development of marketing strategies.Marketing strategy from the product strategy,price strategy,channel strategy,promotion strategy,relationship management,brand strategy,after seven aspects such as formulation,aiming to make haier improve commercial freezer company’s core competitiveness,the development of the enterprise leaders,forward-looking and strategic have been displayed fully in marketing strategy.Finally,it will help Haier Commercial refrigerator Company to effectively curb and solve the current marketing crisis,and greatly improve the company’s market share and profitability.