Aeolus Group, Inner Mongolia Marketing Strategy

This article is associated with practical work tightly. On the base of marketing management theory and comprehensive strategy management model, the author collected much material and data on Chinese macro-environment and center air-conditioning industry, then proceeded systematic summary and statistic analysis, carried out analysis on industry structure and industry competition state with Porter's theory of competitive strategy. Center air-conditioning industry and other industry both face greatness challenge and opportunity, along with the China economy system reformation. One the one hand, as a industry of mature in technology and criterion in management, China center air-conditioning industry entered into competitive market with international famous brand, also under this kind of mightiness pressure China Center air-conditioning enterprises gradually accumulate experience, and will push more excellent nation brand; At one time, China huge potential market will attract more capital technology and elite. The year of 2004 China's GDP increased 9.5% and 2005 China's GDP increased 9.9%, it shows us that infinitude potential of China economy. As the advance of China economy, high building and the building of equipped Center air-conditioning system is increasing, it promote the development of Center air-conditioning industry. The other hand, Center air-conditioning market has become one of the drastic consumable market. At the same time, consumer's demand tend to diversification individuation and environmentalism, consumer put forward more and more demand in product quality and in environmental protection, it will make the enterprise changing the conception adjusting the idea and over again orientation. So in the situation of "NEW ECONOMY" how to adjusting the idea searching innovation and satisfaction the requirement of consumer are the leading factor of center air-conditioning industry development. In the future China center air-conditioning industry will flight in technology, product, market demand, and industry structure.Next contacting the Inner Mongolia market, the author analyzed competition state of Inner Mongolia market.But many domestic small air-conditioning enterprises focus on Competitive Strategy and tactics. Last FengShen Air-conditioning High Technology Co., Ltd. as the example of small center air-conditioning enterprises with EFE, IFE and CPM tool respectively. According to the analysis and valuation of center air-conditioning micro-market, the target market of small center air-conditioning enterprises is...