Marketing Management Research Of Swan Refrigerator Technology CO.,LTD

On the background of transforming military industry to civil industry, how to rely on military technologies, explore marketable civilian products and make scientific and effective marketing activities is a systematic problem. Most military enterprises have its own core competitiveness, such as long history, advanced technique and so on, the military enterprises take on national missions, however, they have influenced by state mechanism and planned system seriously, and can't find its right position quickly. The path such as conversion and joint-stock had been proven to be a good approach in practice, this paper would make an observation to the conversion product marketing.Based on the comprehensive investigation, the paper use PEST analysis method and Porter five forces analysis model to make a simple analysis about the external and industry competitive environment of the general military products and civilian products, and then set a typical military industrial corporation as an example, by using SWOT method to analysis the competition in the market, the problems in the marketing management was found, finally, the paper use Industrial Marketing Theory as the guide and set the special air-conditioning marketing management as an example, from the five strategy which were relationship, value, service, risks, and channels to deal with the marketing answer strategy, and give the following recommendations: to satisfy the huge demand for the special air-conditioning from customers such as steel plants, refrigeratory storage trucks and so on in the future, reduce the threat of raw materials prices rising ,and avoid competition to small and medium-sized private enterprises, provide better services to key customers, keep customer relationship better, enhance customers value and ensure after-sell service, the according to example customers, won a good reputation, eliminated customers doubts .