Study On Marketing Strategy Of M Company

Our country’s electric refrigerator profession starts since on century70’s starts and experiences more than30years high speed development, presents the high degree of concentration the phenomenon, Haire, newly flies, Rong Sheng, the Mei Ling4enterprise electric refrigerator market share has reached above70%.In recent years, the Chinese refrigerator profession entered the purchase and the conformity new time, the sea letter enters the major dragon, allows the sound, the rainbow to purchase Mei Ling, the beautiful air conditioning has reorganized Rong Shida and the Chinese water chestnut refrigerator, foreign capital Simens, LG, Tristar launches an attack with the aid of the brand and the fund strength strong trend, the people business refrigerator also relies on the cost and the mechanism superiority submerges fast.At present our country’s refrigerator, the refrigerator total output can surpass30,000,000, has occupied the whole world "the half of the country", the Chinese refrigerator market already approached saturated.But the American loan crisis initiation whole world financial crisis by the hypothesized economy to the entity economy spread, by the developed country to the world emerging economy spread, was certainly also giving our country the electrical appliances manufacturing industry to bring the huge difficulty, the electrical appliances product exportation has been blocked, the refrigerator profession international situation was more and more stern.Is affected the financial crisis, changed the domestic market in abundance take the foreign trade as the principal work my guozhong small refrigerator enterprise, the foreign trade service atrophy further intensifies the domestic market competition pressure, the Chinese refrigerator has been facing the unprecedented steep competition.Our country Refrigerator Enterprise is adjusting the marketing strategy, develops the new channel to change positively present the difficult position in, passed the difficulty for the help enterprise, the country also appears to include "the electrical appliances to go to the country","by exchanges and so on a series of positive policies to expand old" needs.The refrigerator production enterprise faced with the external environment tremendous change, after the whole world financial crisis, US and so on the developed country economic recession, expends the demand to drop.Although our country succeeded should the right financial crisis impact, but was also facing domestic development way reforming, expended the demand growth to be slow, productivity serious surplus, the large-tonnage products sought each kind of market the pressure further suddenly to reveal.In the refrigerator industry, the market produces can serious surplus, the market free competition is full, also day by day intense, the foreign capital brand male advantage end market, the domestic refrigerator production enterprise takes the market marketing strategy research highly, seeks is in an impregnable position in the new turn competition.This article is launches under this kind of environment to the M Corporation market marketing strategy research.The article utilizes the market marketing basic principle and the analysis method, to the refrigerator profession development international environment, the domestic environment, the profession competition environment, the historical development path, the region competition environment, the country "the electrical appliances went to the country" the policy, the competitor and the expense and the demand tendency has carried on the comprehensive analysis, and in thoroughly analyzed M Corporation specifically in the basic management condition foundation, applied the STP marketing strategy, carried on to the M Corporation refrigerator produce market cuts, according to company’s superiority designation company’s goal market, the definite product localization, and has correspondingly formulated the M Corporation market marketing brand strategy, the fixed price strategy, the retailing strategy, the communication and the promotion strategy.The safeguard measure finally, which to must complete which formulated the marketing strategy needs to carry on the analysis, mainly from the quality, the talented person and the machine-made aspect has carried on the analysis to the safeguard measure.