The Study About Village Marketing Policy Of Kelon Company

The dissertation is about village marketing policy. Its study object, Guangdong Kelon Electrical Appliances Limited Company of China, is a well-known company, which is engaged in serving refrigerators and air conditioners. The objective of this study is that we will find out the successful projects, plans, measures and methods by analyzing the marketing policies and operations at first. Then we can use existing marketing theories combining the company's practical thing to explain why and how to manage a set of available project through which we could improve management, speed up the increasing of profit, and build up competition advantage. These theories include "Dualistic Life Cycle", "Consumer Behavior Building Marketing Strategy (7Os)", "Inner Driving" and "Integrated Marketing Communications (5Rs)" This dissertation analyzes its competitors, products, channels, services, trademarks, communication It give a example about "COMBINE" to explain network development and "The Large Covered Trunk" plan. Finally, the author gives some suggestions for Chinese electrical appliances enterprises. According to this case, the producers of refrigerators and air conditioners will get some inspirations.