Research On Market Strategy Of GHP New Product

At present,China is facing a severe energy situation and serious environmental pollution.As one of the major industries of building energy consumption,the air conditioning industry has developed GHP air conditioning following the trend of social development.The air conditioning USES natural gas as the energy driver,which has the characteristics of environmental protection intelligence,good performance and great market potential.However,this product is still a new product for the majority of users,with insufficient market publicity and little understanding by customers.Therefore,the main purpose of this paper is to develop marketing strategies for the GHP air-conditioning products of panasonic refrigeration(dalian)co.,LTD.,so as to improve its marketing ability.This paper first analyzes the overall situation of the company,understands the comprehensive strength of the enterprise,and then deeply analyzes the characteristics of GHP air conditioning products and the advantages compared with other air conditioning products.Subsequently,this paper analyzed the sales status of GHP air conditioners in this enterprise to under-stand the basic situation.Subsequently,this paper analyzes the GHP air conditioning market to understand the market trend and industry competition.Then,through the analysis of internal environment,this paper clarifies the internal resources and capabilities of the enterprise.Firstly,under the background of severe environmental pollution and energy shortage in China,the GHP air-conditioning products of panasonic refrigeration(dalian)have broad market prospects.Second,the company should make clear the market positioning of the product,face the institutional government and enterprise customers,and strive to create the product image of comfortable air conditioning with good quality and performance.Thirdly,carry out the implementation of 4P marketing strategy on the basis of market positioning,strengthen brand construction and promote product innovation.Using the penetration pricing method to occupy the market at a competitive price;Actively promote the role of promotion,advertising,etc.,and expand the influence of products;Pay attention to channel construction and management,and choose different channel strategies according to different markets.