A Study On The Marketing Strategy For Gree Electric Appliances Company

Gree Electric Appliances enjoys the title of the country’s largest production and salesof air conditioning enterprises for18consecutive years till now, it has been the world’slargest air conditioner manufacturer for8consecutive years. Its marketing strategy notonly decides the development trend of Gree Electric Appliances, but also has a profoundimpact on China home appliance industry and it even influences the future of the worldair-conditioning industry. Analysis on Gree Electric appliances marketing strategy ishelpful to realize its vision and development goals. It is enlightening for China homeappliance industry from "made in China" to "created in China".In this thesis, it analyzes the Marketing Strategy environment of Gree ElectricAppliances in two aspects, external environment and internal environment. First of all, itanalyzes overall external environment of Gree Electric Appliances through the PESTELmodel; it also analyzes the industry environment of Gree Electric Appliances through thePotter five forces model; then it analyzes the competition environment of Gree ElectricAppliance through the study of main competitors. Secondly, it analyzes the internalenvironment of Gree Electric Appliances through the study of its value chain. This thesisanalyzes the internal advantages and disadvantages and external opportunities and threatsof Gree Electric Appliances according to the SWOT model. They combined and formedthe SO strategy, WO strategy, ST strategy and WT strategy. It analyzes the feasibility ofthe four kinds of marketing strategy respectively according to the vision of Gree ElectricAppliances, the target of the management and performance. Finally, SO strategy, which isgrowth strategy, is recommended as Marketing Strategy of Gree Electric Appliances.According to the Marketing Strategy of Gree Electric Appliance, this thesis advises thatthe Marketing of Gree Electric Appliances to take4Ps as the marketing combined tactics,producing for both high-end and low-end markets, adhering to the implementation ofdifferentiation, further backward integration, strengthening product management, channel management, price management, sales management, service management,communications management, giving full play to creativity and control force of GreeElectric Appliances, this aims to increase annual revenue from20billion this year (2013)to200billion in2017.