Optimization Research On Marketing Strategy In KD Air-Conditioner Technology Company

The air conditioning industry’s development in our country began in the1970s,together with the reform and opening-up and sustained economic growth, airconditioning industry also had a skip-type development. The production mode ofdomestic air conditioning manufacturing enterprise has changed from the simplyintroducing or simulating to putting attention on cultivating strong research anddevelopment ability independently and the product category, specification,performance and technology also has made a certain development, which finallyshrink the gap between foreign advanced enterprise and home. The year of2011iscalled “the year of the air conditioning industry policy”, and the implementation of“energy saving and benefiting policies” and “change old electrical equipments to newones” further stimulated the development of the manufacturing industry in the airconditioning. The right marketing strategy has become a magic weapon which makesan air conditioning manufacturing enterprise have competitive advantage.This paper is based on collecting and sorting of much air conditioning industrymaterial, combinating with its own marketing practice, and using the correspondingmarketing management theories. In line with the functional, operational and effectiveprinciple and combined with the analysis of the internal and external environment ofthe KD air conditioning manufacturing Co., LTD. Of, we formulated the marketmarketing strategy for it, which including: creating an overall train ofthought,product strategy, price strategy, marketing channel strategy, promotionstrategy. Finally, we work out a series of corresponding marketing strategy of thesecurity measures for it.In the paper, when we make the combination of marketing strategy, we justfocuses on the air conditioning manufacturing enterprise’s market environment, itsmarketing strategy model has dynamic mechanism and lasting innovation.