Midea Central Air-conditioning Home Improvement Retail Marketing Strategy And Strategy Research

With decades of development,the Midea Central Air-conditioning has gradually grown as the leading brand in the domestic central air-conditioning market.However,its sales are mainly brought by engineering project area.The Midea Central Air-conditioning entered the domestic home decoration retail field in 2013 and considered this field the major future domestic market.As a traditional company which focuses on engineering central air-conditioning,Midea is now facing foremost questions of how to get rid of the limits of its engineering management model to develop engineering and retailing together,and how to make use of its own advantage to break the leading prospect of competitive products and rapidly increase home decoration retail sales.I have been working in the domestic marketing company of central air-conditioning department,and have experienced the whole process of the marketing strategy including discussing,formulating,implementing and adjusting.I plan to research on this process and explore effective methods of how to make correct marketing decisions in the changing marketing environment and how to attain and keep customers efficiently.By summarizing the whole process of marketing strategy,I hope to improve the implementing procedure of the current marketing strategy and promote the entire marketing ability of home decoration retail business so as to beat the competitors and maintain the leading status.This article is based on correlative theories of business management and marketing,mainly adopting analysis methods including business environment analysis,SWOT,STP,4Ps and 3Rs,and referring to some major opinions of the revolution of conventional business marketing in the internet period.