Research On Marketing Strategy Optimization Of Energy-saving Central Air Conditioning In Y Company

With the fierce market competition,central air conditioning sales are becoming more and more transparent.The original information asymmetry between enterprises and consumers has been greatly improved.Consumers should not only consider the performance and price of products,but also consider the reliability of products,brand awareness and so on.For energy-saving central air conditioning products,the overall market has not shown satisfactory results,the overall share is still smaller than the traditional electric refrigeration air conditioning.Marketing concepts and methods need to be constantly enriched and developed.In this context,we should first emphasize the importance of implementing differentiated marketing.On the one hand,I can stand out from other competitors,and on the other hand,I can also build a unique image of my own brand in terms of products,brand and other aspects of services.This paper takes the sales of energy saving central air conditioning in Y company as an example,USES 4P marketing mix,marketing channels and other relevant theories,and adopts PEST and questionnaire survey method to discuss the current marketing strategy of energy saving central air conditioning in Y company,analyzes the shortcomings of the current strategy and gives optimization Suggestions.The full text is divided into six chapters,the specific content is as follows:The first chapter is the introduction.The author will introduce the research background and significance of the paper.Through sorting out the related literature at home and abroad,this paper discusses the current research status of the marketing of central air conditioning at home and abroad.Then it introduces the main research content and the research methods used in this paper.The second chapter is an overview of relevant theoretical basis.This paper mainly elaborates the 4P marketing theory,marketing channel theory and PEST analysis method,providing theoretical basis and methods for the subsequent analysis and optimization Suggestions of energy saving central air conditioning marketing strategy of Y company.The third chapter mainly finds out the problems of Y company's current marketing strategy through research and analysis.This includes the introduction of the company's organizational structure,products and current operation status of the enterprise,and then the elaboration and analysis of Y company's current energy-saving products marketing,etc.,and through the PEST analysis of Y company's current product market environment,pointing out the shortcomings of Y company's current marketing strategy.The fourth chapter analyzes the causes of the current marketing strategy problems.Through the marketing channel theory,this paper analyzes the channel setting of energy saving central air conditioning products of Y company in the market,and USES the marketing mix strategy analysis and questionnaire survey to find out the reasons of the current marketing strategy deficiency.The fifth chapter gives the optimization Suggestions through the cause of the problem.Specific in the analysis of the current marketing strategy problems based on the premise of the 4P marketing mix strategy to give the corresponding optimization recommendations.The sixth chapter summary and prospect.This paper summarizes the main research conclusions and points out the shortcomings of the current research and the need for further practice.