Research On The Marketing Strategy Adjustment Of Central Air Conditioning Of J Co.,Ltd

With the continuous progress of science and technology,central air-conditioning as a high-performance new technology in the 21 st century,whether for commercial or household use,the market is constantly expanding,while vigorous development,market competition has entered a white-hot stage.In 2015,China's central air-conditioning industry encountered bottlenecks.In 2016,the central air-conditioning industry entered a stage of sustained and rapid development.In 2018,affected by the economic downturn and other factors,major brand manufacturers and channel distributors entered a stage of white-hot competition.The price war,shuffling in the industry,seizing customer resources,etc.became more and more intense,and the competition pressure increased.The force is unprecedented.In this context,the distributors of the first-level channel of central air conditioning have to bear not only various competitive pressures,but also the hoarding target requirements of various brand manufacturers.How to survive in the cracks and take a firm foothold in the market melee? As a first-class channel agent dealer of the central air-conditioning brand manufacturer,J Co.,Ltd.needs to base itself on comprehensive analysis of the development path of the company.On the basis of collecting and sorting out a large number of air conditioning industry data,through its own marketing practice,combines with the corresponding marketing theory,using literature research,market research,case study and other methods for analysis and research,in line with the principles of effectiveness,practicability and operability,this paper analyzes the internal and external environment of J Co.,Ltd.,and devotes itself to studying the marketing strategy of J Co.,Ltd.central air conditioning market,in order to promote the healthy development of J Co.,Ltd.central air-conditioning business.Firstly,this paper introduces the background and significance of the topic,and puts forward the research ideas and framework of this paper.Secondly,by analyzing the market competition situation of the central air-conditioning industry and the marketing status of J Co.,Ltd.central air-conditioning business,the problems of J Co.,Ltd.market operation are put forward.Then,aiming at the existing problems of J Co.,Ltd.,SWOT is used to analyze the opportunities and threats faced by the central air conditioning business of J Co.,Ltd.in the external environment,and the advantages and disadvantages in the internal resources and capabilities.Finally,based on the SWOT situation evaluation of J Co.,Ltd.,combined with STP marketing theory to subdivide the market and select the target market,through the strategy comparison of marketing theory,this paper puts is mainly 4R supplementary 4P marketing strategy scheme for J Co.,Ltd.,on how to play its advantages,overcome its disadvantages and seize the opportunities to avoid the threats,it mainly includes the Customer relationship strategy(Partner relationship,Basic relationship,Product relationship,Maintenance relationship),Channel response strategy,Relationship promotion strategy and Price return strategy,and puts forward the implementation of safeguard measures to ensure the effective implementation of the strategy.This study not only plays an important role in the development of J Co.,Ltd.central air conditioning business,but also plays a reference role for the development of small and medium-sized sales companies in the same industry.