Probe Into Embraco Group Industrial Marketing In China

China refrigerator compressor industry steps into a new stage along with the state economy growth and the higher people's living standard.Demand is huge in scale while competition is keen.The overall industrial production capacity obviously surpassed the market demand.Both market trend and external regulatory environment are in changing process.It is gradually showing a conflict between fast growth and conventional marketing concept inside Embraco.The company therefore is facing tremendous challenges and opportunities for long term development.The paper attempts to discuss the marketing of Embraco in China from an internal manager's point of view starting with introduction of Embraco's current status and followed by market environment analysis on China compressor industry.It clarifies the industry development trends and points out the company's market positioning.Finanlly by using industrial marketing methods and theories it provides new constructive marketing solutions to Embraco China after primary study on the current existing marketing problems.