| Thanks to the rapid development of science and technology in recent years,our production and life have also taken place earthshaking,along with the continuous development of the economic level,people’s need for living comfort is higher and higher.As a stepping tool of modern people,automobile has penetrated almost every family,and people’s demand for vehicle comfort and safety is higher and higher.Especially in the cold northern area,the outdoor minimum temperature can reach zero thirty degrees Celsius or even lower.How to successfully "get over" the car just started to the engine to drive the warm air is a headache for every vehicle owner.Although some brand cars have used engine remote boot technology to new cars,the cab "warm" problem has been improved,but the engine wear in the cold environment caused by cold start and idling hot car because of incomplete combustion and other factors caused by air pollution and fuel waste problems still exist.Especially in recent years,the problem of air pollution is particularly prominent.The days of haze and explosion watch are increasing year by year.In order to solve these problems better,the product of parking heater comes into being.Parking heater has been widely applied in European countries,but because of the high price and other factors,the sales of famous brand heaters in China is not optimistic.In recent years,with the rise of domestic brands,people have paid more and more attention to the heater products.Therefore,the domestic competition between the domestic car heater production enterprises is becoming increasingly fierce.In this paper,we take the parking heater produced by Harbin H company as the research object,and make a systematic and comprehensive analysis of the parking heater’s marketing strategy and the optimization of its own product marketing strategy.To discover and summarize the existing H parking heater marketing strategy problems and reasons,according to the theory of marketing knowledge,put forward the parking heater product marketing strategy optimization of the overall direction,and gives the product marketing in the market positioning,market design,specific optimization scheme of brand management etc..At the same time,the effective safeguard measures are putforward from personnel training,system management and cultural incentive.By combining theory with practice,this paper will provide decision-making reference for marketing strategy optimization of H company parking heater,and also provide some references for other similar production and marketing enterprises to formulate marketing strategies. |
