Marketing Strategy Research On Aucma Freezer Of Qingdao

AUCMA who won "the Freezer King of China" in early1990s firstly started its business with freezer. The freezer business has lead the market in the range of China and occupied most of the market share. From late1990s, the competition of freezer business in domestic market became increasingly fierce. At that time, AUCMA decided to carry out multi-development and began to reduce the investment of freezer business. The plurality was failed soon, and the new leadership decided to focus on business in freezer, small household electrical appliances and the electric car, but AUCMA which had ever been in absolutely advantage was in place of other brand at that time. AUCMA slid into second line brand. Facing on the current situation, AUCMA wanted to revive its freezer advantages in order to compete with the domestic brand Haier, Hisense, Meiling. The reasons that AUCMA freezer lost its advantage are in many aspects, one of which is the improper marketing strategy. This paper attempts to optimize the marketing strategy directly through the analysis on the marketing situation and macro and micro environment, and finally puts forward the optimization safeguard measures. The main purpose of this paper is to provide marketing strategy reference for AUCMA freezer.This paper is divided into seven chapters. The first chapter is introduction, which is mainly talked about the present marketing situation of AUCMA freezer and put forward the problem, the research significance, research method and content and innovation. The second chapter is the relative theory. This part introduces some related marketing theory. The third chapter is the analysis on internal conditions and marketing situation of AUCMA freezer. This part mainly introduces the internal conditions and the existing marketing strategy, then puts forward the problems on marketing. The fourth chapter is the analysis on external environment. Through the analysis on macro and micro environment and SWOT method, we can correctly understand the external environment on which AUCMA should face. The fifth chapter is the marketing strategy. This part is the core in the paper. According to the problems above, here gives some suggestions, as market segmentation, target market and positioning strategy, product strategy, channel strategy, promotion strategy and brand strategy and other aspects. The sixth chapter gives some safeguard measures for the aboves. The seventh chapter is the conclusion. Summarize the marketing strategy, and put forward the further research problems.