Chunlan Air-conditioning Marketing Strategy Innovation Research

With the continuous development of the socio-economic life of the residents water products continue to improve, and air conditioning as improve the quality of life of residents product demand is also increasing, but due to the rapid development in recent years, many brands of air-conditioning industry, has been formed for greater thandemand for the situation. The air conditioning industry is facing increasingly fierce competition in the market, growing competition within the industry to bring great challenges to the development of the air conditioning manufacturers. Therefore, the marketing strategy of the air-conditioning industry innovation research is imperative. The notable feature of the domestic air-conditioning industry is homogenization, not only in various brands of air conditioning products, even in air conditioning marketing channels and services brands are basically the same. Air conditioning companies how to do a good job in marketing innovation become a key to open a new path in a complex market, otherwise the enterprise will lose vitality, deeply troubled only in the low end of the price war. Chunlan air, for example, through the analysis of the the Chunlan status quo, to study its problems, from the point of view of innovation, providing innovative suggestions and ideas for of Chunlan products, channels, services, and other marketing factors, for Chunlan company learn. The paper is divided into four parts, the first chapter is the introduction of article writing background, significance, articles frameworks; The second chapter describes the theoretical knowledge of the marketing strategy innovation, focusing on the analysis of the strategic innovation, marketing management and marketing innovation points; Chapter III analyzes the current situation of the domestic air conditioner industry, the Chunlan marketing management status and its problems; Chapter elaborated a Chunlan air marketing of innovative ideas combined with the earlier analysis, based on the idea some suggestions.