Zhejiang China Electric Co., Ltd. Marketing Strategy Research

Since reform and opening-up over the past more than 20 years, the refrigerator trade of our country got fast development, Become one of the highest trade of market-oriented degree. The refrigerator trade of our country has already been in the mature period of industry life period at present, Show mainly. The enterprise of the refrigerator is under the era of the meager profit and condition of buyer's market of the keen competition, If you want to break away from the predicament, capture market on one's own initiative, must make the correct marketing tactics.On the basis of consulting the numerous lists of references and markets survey on the spot, thesis attempt pass, Propose that the concrete and feasible marketing tactics are proposed.The thesis has recommended the basis of the selected title, company background and content structure at first. Then it is the external environment analysis, have carried on exhaustive analysis to macroscopic environment, the trade, competitor and consumer behavior. Macroscopic environmental analysis adopts four variables of the humanity, economy, policy, technology mainly; The trade analysis that describes refrigerator industry's history, current situation and characteristic; The competitor analysis that analyses mains enterprise of the trade and competition pattern; Consumer behavior analysis according to result of on-site inspection, purchase decision-making process in consumer, brand performance have a partiality for and refrigerator consume trend judges and predict future. The inside analysis is mainly including research and development ability, markets ability analysis etc. On above-mentioned foundations of analysis, it suits the development marketing tactics of HUARI that the thesis is made. Point out China on the basis of the thing that the market subdivides, adopt to different goal market suitable localization and marketing make tactics up only day, carry out difference, concentrate on total principle that take, could survive with further chance of development in a situation that the brand and scale are in relatively inferior position.