Study On Developing Strategy Of Broad Air Conditioning Co.Ltd

After more than fifty years developing, the manufacturing industry in our country has got outstanding accomplishments and formed an industry system with complete variety and a certain level, and has been an important supporting industry to our economic development. But it is still in a passive position state, and the capability of independent innovation is weak, the external depend degree is high, the industrial set-ups is unreasonable, the international competitiveness is not strong, the diathesis is not high, and all of these can not meet with the economy develop and international competition.Broad air-conditioning Co.Ltd (be called "Broad company" for short hereinafter) founded in 1988, and it is engaged in the central air-conditioning technology and the product research, production and sell, and it has becoming one of the enterprise having international competitiveness after 18 years. But facing with the market demands enhanced gradually, central air-conditioning market competition is day by day fierce, energy supply shorted and technical improvement is accelerated, the Broad company how to optimizes their existing strategy for marketing, through the implying the marketing policy, forming enduring company core competence has been the important question in the road of Broad Company.This paper based in marketing sales theory, combined theory with practice, integrate quantify and quantitive. Take home market as the main object and enacted a suit of sells tactics. This thesis first analyzed the marketing and sales environment, and SWOT analysis, and then found out the Broad Company some problem in the field of marketing and sales tactics. Secondly, through anylsis the character of detail market then identified target market. This thesis has worked out sells tactics for the Broad Company from several aspects such as product, suitable price, channel and sales promotion. Finally, for ensuring the tactics putting into effect smoothly, the author has suggested from independent innovation of talent, the assessment reinforcing to talent and managing to the market risk several aspect for the Broad company.