A Research On Cultivating The National Brand Of Xinfei Refrigerator Based On Green Marketing Theory

The industry of household applicances in China has experienced a rapid development in the past two decades. It has become one of the most competitive industries in China, and China has become an important country in the world which produces and consumes refrigerators. Since the open-up policy, refrigerators have come into the Chinese families. There have been six stages in its market development. Henan Xinfei Company is one of the most important companies, with the other three being Haier Company, Rongsheng Company, and Meiling Company. Xinfei has finished the process of reorganization and become a joint venture. How it will develop under the new market surroundings is worthy of attention.The refrigerator industry in China has developed into a new stage. The refrigerator market in the city has shifted from a state of saturation to renovation. The vast market in the countryside has been started to work after years of cultivation. Refrigerators made in China still controll the domestic market. However, the refrigertators of foreign capital has started to grown up, and many vanishing local brands have reappeared in the market. Henan Xinfei Company has strengthened itself greatly by these two years'reorganization. However, the speed of its development of new products is obviously slowed down. Xinfei Company would be greatly threatened if no adjustment could be made to improve the situation.Based on the working experience in the sales department of Xinfei Company, the research first starts with the developmental process of the refrigerator industry in China, and analyses the current situation of the refrigerator industry in China and the status of different domestic brands in the market. The research, then, induces the value attribute of refrigerators which can be cognized by the consumers, based on the view of"green sales". Finally, aacording to the history and the management status quo of Xinfei Company, this paper gives a systematic analysis of its competitive surroundings of Xinfei Company. By employing SWOT, it is concluded that, if it wants to be predominant in the refrigerator industry, Xinfei Company has to get adjusted to the tide of the age, employ the view of"green sales", make the best of its advantages of fluorinlessness and energy-saving, take great efforts in developing new products, improve its market shares, and make its own brand and the domestic brands stronger and stronger.This paper illustrates the conditions that serve to develop the brand in Xinfei Company from four aspects, namely: the technical strength, the brand foundation, the capital strength, and the manpower resourse. According to the current products grouping of Xinfei Company, this paper also makes the suggestion of grouping new products, and puts forward the measures that need to be taken to enhance the exploitation of the international market and the establishment of the culture of the company.Based on the relevant previous researches, this paper conducts an explorative study, the major creative achievements of which are as follows: (1) this paper serves as as a all-around and systematic study of refrigerator industry and its consumption; (2) this paper brings forward the developmental scheduals of Xinfei Company in the near future by applying the dynamic tactic choice; (3) this paper put forward the exploitation strategy of Xinfei refrigerator from the point of view of developing the national brands.