| China’s air conditioning industry after two decades of rapid development, production and sales growth in recent years leveled off, the domestic market capacity is becoming saturated, industry concentration continues to increase. TCL air conditioning in recent years, the rapid growth in overall sales, but is still in the middle position of the second-tier brand camp. With sluggish growth in the overall market, increasing competition in major brands, TCL air conditioner in the face of increasingly tough market environment. Current, TCL air conditioning is in the need to overcome a critical period of development, the urgent need to promote the rapid growth of domestic sales through marketing as a breakthrough, expand market share and achieve business objectives.In this paper, the research object TCL household air-conditioning products, theoretical analysis of the marketing strategy TCL air conditioner actual discussion. Firstly, the industry overall development situation of domestic air-conditioning and air-conditioning company TCL overview and analyzes from the 4P marketing status of TCL air conditioning, and noted that the current TCL air conditioner in the presence of the traditional marketing channels, poor profitability, competitiveness remains problems and major issues need to reshape the brand image and value of other issues, marketing, organizational structure management. On this basis, the paper PEST and five forces competitive model were analyzed and the macroeconomic environment in which the industry competition structure, and the major domestic brands of air conditioning and air conditioning business models TCL, Gree and Chigo marketing strategies are Comparative analysis. Then using SWOT analysis method to analyze the TCL air conditioner own strengths and weaknesses and the opportunities and threats it faces, and a brief analysis of its response.On the basis of a comprehensive analysis of the above, this paper carried out the domestic air conditioner market segments, and analyzes the TCL air conditioning marketing objectives, target markets and product positioning should choose. TCL air conditioning appropriate to adopt the current differences in the target market strategy should focus on expanding the three or four markets, complete a layout of the secondary market, focusing on low-income friendly or fashion-based consumer group, especially fashion type the young consumer group. Product market positioning for optimal cost-effective, high-quality ultimate product. Then, this paper from four aspects of product strategy, pricing strategy, channel strategy, marketing strategy developed marketing strategies TCL air conditioning, and proposed safeguards marketing strategy implementation.In this paper, we are hoping to TCL air conditioning in response to the increasingly fierce competition in the market to provide practical ideas and strategies, market share and bring more benefits to the TCL air conditioning. But also for the other appliance manufacturers for reference.. |
