Jy Experience Marketing Strategy Research

Chengdu JY Air Conditioner Sale& Maintenance Co.Ltd , mainly sales the imported central air conditioner, is a professional and integrative company that offers sale service, installation and after-sale service for mechanical & electrical products. The sale mode has changed and developed throughout decades. .Since 2008, some problems existed in the whole operation, particularly the core problem, marketing strategy, under the new economic background.The marketing competition essentially matters service competition because of the homogeneity of product and sale promotion and it requires enterprises'marketing to a new and higher level .Experiencing marketing is a brand new marketing mode along with advent of economy. In term of property of industry line, service industry is the typical representative to experience marketing, while the 7P marketing package could not meet the objective requirement of development under current economic morphology. Therefore, the support and design of experiencing strategy play an important and urgent role in service enterprise. As for the representative of service industry, it is significant for JV Company to apply and experience marketing strategy throughout actual development.This dissertation makes initial analysis on STP strategy, market segregation and market position in Sichuan Area; analyze the JV company's market background and marketing problems regarding central air conditioner in current development phase, illustrate and introduce into the necessity and urgency of marketing strategy afterwards ; the key point for this dissertation is to make analysis on implementing marketing strategy, requirement of product and experience from target customer , formulating implementation procedure for experiencing marketing; last but not the least, put forward the specific measures to executive experiencing marketing according to the result of analysis in JV company.Apart from the academic analysis, this dissertation also applies truth analysis for illustration based on actual condition in enterprise, characteristic in production line, enterprise's operation strategy, MBA knowledge, absorption of modern marketing method and ideology, with an effort to design effective marketing case, to execute them as well.