Research On Precision Marketing Strategy Of Huayi Compressor Co.,Ltd

In recent years,the Chinese refrigerator compressor industry has become more and more competitive because of the serious excess capacity.According to China Household Electrical Appliance Association(CHEAA)'s online statistics,in 2017,the domestic refrigerator compressor capacity has reached 222 million units,while the market demand is only 150 million units.The contradiction between supply and demand has urged some compressor manufacturers to resort to low-price competition in order to merely pursue market share;furthermore,in each market segment,competing products have no big difference in cost,quality and service,showing great homogeneity in products and services,which leads to the whole industry's profit decline and the shrinking and loss of customers.The manufacturers are aware that,to increase sales and reduce customer loss,it is necessary to do targeted marketing: pinpoint the target customers through effective communication,strengthen technology research & development,accelerate the launch of new products,and pursue product differentiation,so as to quickly seize the market and achieve a new profit growth point(s).Based on research results of experts on precision marketing at home and abroad,in line with the actual situation of China's compressor industry,such as the characteristics and competition environment,and with Huayi Compressor Co.,Ltd Jingdezhen HQ(There are no three subsidiaries:Jiaxipera,Huayi JingZhou,Huayi Barcelona,hereinafter referred to as “Huayi”or “Campany”)as the research object,this paper uses Theoretical Analysis Method,satisfaction survey,case analysis and other methods to make a detailed analysis of the company's current position in the industry,product features,customer structure marketing status,and existing problems.With customer analysis as one of the key points,this paper makes a detailed analysis of the characteristics of customers in different sales areas,of different purchase quantities,and who purchased different product models.On this basis,this paper,through accurate positioning,puts forward a more accurate marketing strategy,including product,price,channel and promotion strategies.This paper is expected to help Huayi achieve precision marketing,optimize customer management,and improve market share.