A Research On Marketing Strategy Of Carrier Commercial Air-Conditioning In Jiangsu Province

In recent years,China's urbanization and industrialization construction process accelerated,urban complexes,high-end hotels,new factories,data centers,real estate hardcover housing projects emerge in endlessly.The construction of the above projects has brought unprecedented historical opportunities for the development of commercial air conditioning.At the same time,the state attaches more and more importance to environmental protection and energy conservation,a series of relevant policies have been issued,as the largest proportion of building energy consumption of commercial air conditioning products should use technical means to achieve product upgrading,in order to meet the increasingly stringent requirements of environmental protection and energy conservation.Jiangsu,as the first province with over ten billion commercial air conditioners in China,has always been paid attention by many manufacturers.therefore,the commercial air conditioner market in Jiangsu has become a must for manufacturers of various brands.how to maintain the market share and improve the market share in the increasingly competitive environment has become a problem that the management of carrier company must face.Since 2010,China's downward pressure on the economy increased,coupled with the price of raw materials continues to rise,commercial air conditioning sales profit decreased year by year.In order to improve the sales profit margin,the commercial air conditioning manufacturers,whether they are European and American multinational companies occupying the technology and market heights,or national enterprises taking advantage of the domestic low-end market,have adjusted their marketing strategies to cope with the increasingly complex and professional market competition.Carrier company as the leading figure of European and American department of commercial air conditioning must take advantage of its accumulated industry advantages in China for more than 30 years,keep pace with the times,and constantly innovate.on the basis of summarizing the advantages and disadvantages of the past marketing strategy,the marketing strategy is optimized and adjusted to adapt to the industry competition under the new normal economic situation.This paper will review the marketing theory of commercial air conditioning products,focusing on STP market positioning theory,4p marketing theory,big customer marketing theory and industrial marketing theory,and then explore the guiding role of the above theory for commercial air conditioning products marketing practice.The research on the thought venation of predecessors' marketing theory and the extraction of relevant literature will help to explore the best marketing strategy system in the field of commercial market in Jiangsu province.Next,this paper takes carrier as an example to analyze the macro and micro environment of commercial air conditioning market in China and Jiangsu,and uses STP theory to define the market positioning of carrier commercial air conditioning in Jiangsu.Finally,starting from four aspects of 4p marketing theory,this paper analyzes the existing strategies of carrier commercial air conditioning in four aspects of product,channel,price and promotion,and gives the optimization suggestions for the above four aspects.