Marketing Strategy Research On CL Brand Household Air-conditioning

After nearly twenty years of rapid development, Household air conditioning industry has now gradually entered a period of slow growth. With the one or two stage domestic market become saturated, Macro economy was regulated and controlled by government, air conditioning enterprises are confronted with unpreeedented challenges and the transition of development. In the face of such a severe market and fierce competition, if enterprises in order to maintain their own status in the domestic air-conditioning industry and maintain the development in adversity, It must reform its own marketing strategy to improve its competitiveness in the market.The paper mainly based on the theory of Target marketing theory (STP analysis), Marketing mix theory (4P,4C,4R,4V), PEST analysis method, Potter’s "Five Forces Model " theory and SWOT analysis method. The paper proposed CL company marketing problems through analysising the competitive situation of domestic home air conditioning industry and present situation of CL company household air conditioning market. In view of the existing problems, It will use marketing analysis of professional theory to analyse fully the opportunities and threats of CL company in the external environment, industry environment, consumer and its internal conditions, It put forward suitable marketing strategy and implementation of safeguard measures for the development of CL company. Through the research, CL company should adopt different marketing strategies through the use of4P (product, price, channel, promotion) combination strategy, develop its own unique competitive advantage, attach importance to brand marketing, and carry out market strategy effectively through change management mode and mechanism of CL enterprise.The marketing concept, marketing strategy and implementation of security measures of this paper can provide reference for the companies such as CL company in order to develop and successfully to seize market share in the fierce competition of the air-conditioning market. At the same time, the paper can provide valuable reference for senior leadership of CL company to analysis the current market situationunderstand the business environment and development trends of air conditioning industry, and develop enterprise’s long-term development strategy.