Kelon Refrigerator Domestic Marketing Strategy Optimization Study

At present , the homehold appliance industry entering the mature stage ,the total industry profit become less than before . At the same time , the super electrical chain store stands up ,the refrigerator manufacturers are losting the control of saling channel gradually .the refrigerator industry face the curel marketing competition ,such as cruel price competition ,the supply much more than the demand and so on . The chance for factories to win out essentically relies on how to set up a kind of marketing strategy and apply for the marketing tactics mixture .On the behalf of domestical homehold electrical factories, kelon company has designed and applied for the marketing strategy of more brands and more channel distribution. The marketing strategy for kelon could play a important role in making use of the strength of brand and produce and technology. On the other hand ,There the problem of marketing resource distribution and the conflict of internal different brands exist. It is the essential problem for kelon that how to make use of the strength and avoid the weakness.The article starts with the description of the present environment of the refrigeration industry, Then analyses the strength and the weakness of kelon's refrigerator product incuding the opportunity and the treat .furthermore ,the article analyses the feasibility of marketing strategy from the following of the objection of marketing strategy, marketing tactics mixture, marketing resource distribution and market-costing planning . Based on the analysis of STP ( segmentation , targeting and positioning ) , the article redesigns the marketing strategyand supplies the promotion suggestion in applying marketing strategy .The article's analysis indicate that the manufacturers choose and apply the marketing strategy which is fit to the outer enivornment and themselves . The manufacturers must apply the marketing theories to the practice, such as the theories of 4CS,4RS,4PS etc. Furthermore , the marketing strategy must be carried out with the assistance of marketing resource distribution , different marketing tactics mixture and active marketing organization...