| With the continuous upgrading of rapid recovery Chinese economic and consumption level,China traditional refrigerator manufacturing enterprises are facing a variety of complex environmental challenges,on the one hand,the rapid recovery of the economy and consumption upgrade directly drive the residents of the cold chain food demand,the development of commercial refrigerator industry has brought enormous impetus,on the other hand and with rising raw materials,labor and other costs,industry competition intensified freezer traditional manufacturing industry is also facing great challenges of transformation and upgrading.Under this background,marketing activities are becoming more and more important for enterprises.As the main customer form of the commercial freezer industry,the rational formulation of the key account marketing strategy is related to the further development of the enterprises.This paper takes Qingdao AUCMA commercial appliance company as the research object,and studies the marketing strategy improvement of the business customers in the commercial freezer industry through the marketing theory.Firstly,marketing status of AUCMA commercial freezer are analyzed,and from the industrial chain collaboration,marketing strategy,channel equalization,accounts receivable,overseas expansion,value-added services and brand communication dimensions to the AUCMA commercial freezer marketing problems;and then through the PEST model,SWOT analysis and five forces model analysis on face the enterprise marketing environment is analyzed,lay the foundation for proposed the concrete improvement strategies;and the company’s target customers to carry out targeted analysis research;finally,marketing environment and market research analysis results in promoting industrial chain collaboration.integrated marketing strategy,channel development,financial risk control,overseas business development and implementation the value-added service and brand communication seven aspects put forward specific proposals for improving marketing strategy of AUCMA commercial freezer,and from the organization The concrete safeguards for the implementation of the strategy are put forward in many angles,such as resources,wind control and so on.The research in this paper has practical value for the improvement of AUCMA commercial freezer marketing strategy,and it can also provide some references for other domestic commercial freezer enterprises to adjust their marketing strategies. |
