The Research On Marketing Strategy Optimization Of ZHIGO AIR CONDITIONING CO.,LTD

China's air-conditioning industry after more than 20 years of rapid development in recent years,production and sales growth tends to be flat,the domestic market capacity is becoming saturated,industry concentration continues to increase.Zhigao air conditioning sales in recent years,the rapid growth,but is still in the middle line brand camp in the middle position.With the overall market growth is weak,the growing competition among major brands,Zhigao air conditioning in the face of increasingly serious market environment.At present,the high air-conditioning is in urgent need to break through the development of a critical period,the urgent need for marketing as a breakthrough to promote the rapid growth of domestic sales,expand market share and achieve business objectives.This paper analyzes the marketing strategy of Zhigao air condition with Zhigao high air-conditioning as the research object and theory.First of all,the analysis of the overall situation of the domestic air-conditioning industry and the development of high-profile air-conditioning company,and from the 4P aspect of the high-profile air-conditioning marketing status quo,and then pointed out that the existing high-profile marketing in the traditional channels of profitability of traditional channels,product competitiveness still Lack of marketing organizational structure management problems and brand image and value need to reshape and other major issues.On the basis of this,this paper analyzes the macro environment and the competitive structure of the industry through the PEST and the five-force competition model,and analyzes the main brands of domestic air-conditioning and the benchmarking enterprises of Zhigao air-conditioning enterprises and the high marketing strategy Comparative analysis.Then,the advantages and disadvantages of Zhigao air condition and its opportunities and threats are analyzed by SWOT analysis method,and the countermeasures are analyzed briefly.On the basis of the above comprehensive analysis,this article has carried on the market segmentation to the domestic air conditioning market,and analyzed the Zhicheng air conditioning marketing goal,should choose the target market and the product position.Zhigao air conditioning is currently suitable for the use of differentiated target market strategy,should focus on expanding the three or four markets,improve the layout of the secondary market,focusing on low-income convenience or fashion-based consumer groups,especially fashion Young consumer group.The market's product positioning for the best cost-effective high-quality products.Then,this paper puts forward the marketing strategy of Zhigao air conditioning from four aspects: product strategy,price strategy,channel strategy and promotion strategy,and puts forward the safeguard measures of marketing strategy implementation.This paper hopes to provide practical ideas and strategies for Zhicheng air conditioning in coping with the increasingly fierce market competition,so as to bring more market share and benefit to Zhigao air conditioning.But also for other home appliance manufacturing enterprises for reference.