Marketing Strategy Improvement Research For DK Air-Conditioning

In the 21 st century, with the rapid development of Chinese economy, the real estate market booming, gradually improve people's lives and living conditions of the manufacturing industry has entered a period of rapid growth, the same, China's air conditioner market has entered a booming period of contending, the new manufacturers and new emerging form of air conditioning. But in recent years, due to global economic developments slowed, consumer demand and consumers need to adjust policy, China's air conditioning industry has entered a phase of industrial restructuring.According to statistics, in 2015 China's air conditioner market overall retail sales of137.4 billion yuan, down 4.8%, the overall volume of retail sales of 41.7 million units,down 1.1%. We expected that this trend will continue in the doldrums. Before such a hard line stage, air-conditioning industry in ensuring that the interests of steady development, we should take advantage of this period of their own business ideas to make new adjustments and changes, particularly in the further optimization of the marketing strategy. On the face of technology, capital increasingly strong opponents, the establishment of national face more stringent threshold of market access and a variety of industry standards, how companies in pricing, terms of product set, channel management, marketing and othermeans, according to changes in the market and upgrade their own advantages or adjustments to survive more intense competition in the future, open up world of their own on the thorny road ahead.This paper first reviews the status of research in marketing, research methods, research ideas and other marketing theory. Then it analyzes the current China's development of air conditioning and home air conditioning, Daikin air-conditioning and describes the relevant knowledge, while the use of SWOT analysis method to analyze the internal and external environment faced by Daikin, and introduced Daikin air conditioning and status of air conditioning marketing strategies of competitors, and found Daikin air conditioning existing marketing status issues. By the way, after market research for product, price, distribution channels, promotions and other consumer needs investigation and analysis to better understand the actual needs of consumers in these areas, in order to find the current lack of air conditioning Daikin point marketing strategy.Daikin is the world's only a set of air-conditioning, refrigerant compressor development, production and sales of air-conditioning business, as a world-renowned brand of air conditioning, as energy efficient, smart air conditioner market and cultural pioneer, to keep up with the face of increasingly competitors and tough market environment, there are still issues of their own. Daikin air conditioning in existing marketing situation analysis by the integrated use of theoretical 4P4 C theory, theory of consumer behavior, consumer demand theory, the use of market research data way to find out Daikin air conditioning in the marketing strategy exists issues, including the problem of product marketing strategy,price, place and promotion areas, and ultimately an optimization scheme corresponding marketing strategies.