A RLeseaRLch On MaRLkeing StRLategy Of RL Company’s IndustRLial PRLoducts

Refrigeration equipment has a wide range of applications, from home to industrial production and so on, covering all aspects of the production and consumption of products, the demand for refrigeration equipment by the national macroeconomic impact. China’s economic situation has been the transition from high-speed growth to the "new normal" state. In the "new normal", the economic growth rate is high, the structure optimization and upgrading, to innovation as the main driving factors. In the product core technology homogenization, price transparency, channel similar refrigeration equipment market scenarios, as a well-known enterprises in the RL company’s marketing system performance is poor, led directly to the decline in marketing performance. RL company should make full use of its advantages and market opportunities, identify weaknesses, to cope with the threat of external environment. At the same time, RL company should think about its market position, and make effective marketing strategy.The information collected RL and major industrial condensing unit, combined with RL industrial product marketing situation, show that main problems of the existing RL company marketing are:marketing talent shortage; customer performance accounts for the proportion to be few; short-term marketing strategy, price strategy as the main marketing strategy. For RL company market positioning research, based on the region and the industry to RL companies facing the market segmentation, divided into 30 sub markets. For RL company’s marketing strategy formulation and implementation of the guarantee of research, for product strategy, the implementation of differentiated product strategy, the main energy saving, environmental protection, efficient products, taking into account the industry service. The price strategy, the RL should according to production costs, marketing costs and credit customers, influence, buy ability, debt repaying ability, technical alternative factors to construct comprehensive evaluation index system, formed to RL and customer value as the core of the comprehensive product price system. In the specific marketing channels, RL companies for different types of buyers, the use of a comprehensive product price and product price. For the channel strategy, the establishment of a diversified channel system, the establishment of flat marketing channels. For the promotion strategy, different promotion strategies are adopted for different purchase decision makers. Such as industrial users (usually for the technical staff) as the product of the need to buy the proposed, for the use of personnel to promote the use of advertising strategy and technical communication strategy.