| White goods industry has entered a process of corporate shuffling,since the Ministry of Commerce implemented the policy of home appliances in 2009.Many white goods companies gained rapid development with the policy.At the meantime,many other companies declared bankruptcy and disappeared at the end of the policy of home appliances,which is worth thinking about the reason of the phenomenon for every company.From the end of 2013 when the policy of home appliances ended,a new round of competition launches in the course of the home appliance industry reshuffle with the growing price of raw materials.It is the central issue how AKM refrigeration appliance improves the marketing strategy to win the competition.AKM refrigeration appliance is a world-renowned supplier of refrigeration equipment.It is one of the global leading manufacturers on refrigeration appliances,environmentally friendly electric cars and home appliances.Till 2013,the sale of AKM freezers has been ranking No.1 in the line for consecutive 17 years.AKM Corporation was founded in 1987,and listed on the Shanghai Stock Exchange on December 29,2000,whose core business is refrigeration product.The company owns more than ten international leading technologies on inverter technology,cryogenic freezing,ultra-low temperature,thermostat,green energy,intelligence,green fluorine,MEP preservation technology,networking technology,new energy technology development,etc.and also successfully launched the first smart industry inverter refrigerator and freezer,the networking and intelligent refrigerator,the five-door refrigerator and side by side combination refrigerator,-150 ℃ ultra-low temperature freezers,freezers and other new solar/wind energy products,which leads the new direction of development of the refrigeration industry in China.By learning on MBA courses and studying marketing theory,the author does lots of research on the current marketing strategy of AKM refrigeration appliance.It is based on the detailed research through practical work and discovery of the problem of current marketing strategy.Also according to the various marketing theories,the author analyzes the macroeconomic and micro-environment,the competitive environment internal strengths and weaknesses and the opportunities and threats that the AKM is currently facing.He uses the target market theory to determine its target market,and marketing mix theory to determine the appropriate safeguards its marketing strategy and proposed.This article theoretically provides ideas and strategies for the AKM refrigeration appliance on domestic marketing activities,and also offers some reference and guidance for the marketing research and business development strategies for white goods enterprises. |
