Research On Marketing Strategy Of Industrial Air Conditioning In HW Refrigeration Group Company

The essence of marketing is to choose, and dissemination value and enterprise customer satisfaction. The enterprise marketing as one of the most important functions becomes more and more important role in enterprise management. New environmental changes brought about the global economic integration and information technology have brought serious challenges and the hitherto unprecedented competition to China business. In the increasingly fierce competition in the global market environment, how to build an effective marketing model or strategy is an important content of enterprise management. The enterprise must make the marketing research, develop and adapt to the new trend of the marketing environment of organizational and marketing strategies, in order to do better than the competitors under the environmental changes and gain the advantages in competition, to create more values for customers, and better meet the needs of users.First, analyze the external environment of HW Company, from the perspectives of macro policy and other factors to analyze objective external conditions of enterprise’s surviving and development; and stipulate from the perspectives of the micro environmental analysis with the focus on the development conditions, the industrial customers’need, and the features of peer completion in the industrial air conditioning industry; and using SWOT analysis method to analyze the internal environment of the HW Company, make the objective descriptions, analysis and summery about the problems of the existing marketing strategy of HW Company. Finally analyze the STP strategic selection of HW Company and present the corresponding adjustment and recommendations of the marketing strategy. By research of the typical industrial air-conditioning manufacturer AS HW Group, combined with theories of the enterprise management and marketing management, explore and stipulate the new marketing strategies adapt to the new products of company, which is practical and intuitive, and applied as the references for theories of marketing management in the industrial air conditioning industry.