The Marketing Management Research Of Meiling Refrigerator

In the past two years, the Chinese refrigerator profession entered the new time full of purchase and conformity. Hisense and Changhong, the two big color television giants, have purchased Kelon and Meiling and entered the refrigerator field in low cost. Meiling has recombined the Rongshida and Hualing. Foreign capitals like Siemens, LG and Samsung has carried out using their brand and fund advantage. Relying on their advantage of cost and mechanism, folk enterprises like Xingxing and Aoma has slip into fast. So the new pattern of refrigerator groups has formed and the refrigerator enterprises face with mixes the cards.In the domestic refrigerator market, Meiling refrigerator, the old brand, has always do its best and never stop, but its refrigerator market sales volumes and the shares have still not been able to enter the best three. The key is the transformation of marketing management system has not carried on substantive and effective. At the same time, the marketing team has poor ability and it cannot lead Meiling to fly. The Meiling marketing management also has many problems.This article starts from the market environment analysis of refrigerator. Then the author use the S.W.O.T analysis tool and five kinds of competitive module to analyze the macro environment of national economic development of our country and the micro environment of refrigerator market. On one hand the author carries on the deep analysis with original opinion about the market environment of refrigerator; On the other hand he analysis the current situation of main competing refrigerator enterprises in this area, according from Meiling products tactics current situation, marketing channel management and brand tactics. Meanwhile, the author, wishing to pursue the week points and the solutions of Market $ Management, enters the Market $ Management Department and the first line of market to study and analysis. At last, the author, by himself, contracts with the practice and creates the Simulate the Independent Calculation plan which is effective.