| With the development of China’s economy,people’s requirements for material and living standards are constantly improving.Air conditioning has become a necessity for every family.In addition to the greenhouse effect,the global climate is gradually warming,and the demand for air conditioning is also increasing year by year.As a global air conditioning manufacturing center,China has a very high concentration of air conditioning production.In order to seek new development,many enterprises have begun to expand into refrigeration subdivision field.For example,the newly developed parking air conditioning,refrigeration,seafood machines and other markets in the past two years.In recent years,every country is vigorously promoting the use of clean energy.As an inexhaustible and inexhaustible environment-friendly energy,solar energy has been favored by governments all over the world.They are actively carrying out theoretical research and practical application of solar energy.Solar air conditioning is an air conditioning system that directly converts solar energy into electricity for air conditioning.It has the advantages of high efficiency,energy saving and environmental protection.Many manufacturers are developing and promoting Solar air conditioning products in the market.This paper mainly takes Meibo Company as the research object.Through detailed analysis of the current situation and marketing status of enterprises to find the problems in enterprise marketing.In order to open up the market of Solar air conditioning in the Middle East,this paper uses PEST theory to analyze the macro-environment of politics,economy,nature and technology in the Middle East market;to analyze the competitive situation of competitors;to analyze the core resources and core competitiveness of enterprises in the competition;finally,under the guidance of SWOT theory,to analyze the opportunities,challenges and possessions of enterprises.Advantages and disadvantages.Through the detailed analysis above,the relevant data in the industry are searched and sorted out.Combining with the characteristics of enterprises themselves,the problems and reasons faced by enterprises in the promotion process of Solar market in the Middle East are put forward.The main problems are marketing strategy(STP)and marketing strategy(4P).In view of the actual problems of enterprises,some feasible suggestions for improvement are put forward.In this paper,the characteristics and specific needs of the Middle East market are analyzed from the perspective of marketing through the study of the Middle East market of Solar air conditioning.It provides a reference for enterprises to expand in other markets from the perspective of thinking and methodology.Similarly,it has certain reference significancefor enterprises engaged in Solar air-conditioning,and for other enterprises that want to intervene in Solar air-conditioning. |
