Research On SHC Company Marketing Strategy

With more than 30 years of development,the gross domestic air-conditioner output grew from 60 million units in 2006 to 149 million units in 2018.Air-conditioners developed from a luxury product when it first entered China to a necessary household appliance.The historic achievements relied on a large number of components enterprises which are developing and expanding.However,the development of these components manufacturers is strongly related to downstream air conditioner producers.The revenue of enterprises will be strongly affected as the industry fluctuates after its production and marketing scale reaches a certain height.Zhejiang SHC,which is studied in this paper,is a valve enterprise.There are two thirds SHC air conditioners in the market.It is facing a market that is not optimistic resulting from a downward pressure of the economy.With disappearing policy dividends,poor demand and intensified competition,previous,extensive sales management model gradually failed,significantly threatening market share and new product market.Therefore,the company must upgrade its existing marketing model and develop a suitable marketing strategy with great significance.This article takes SHC as the research object,combining my work experience and the real data,based on the objective situation of the company in the industry environment,to analyze the problem and find a solution according to the following methods.Interview method is used to understand the state quo of the company and marketing-related knowledge is also used.First,this paper uses the PEST method to analyze the company's macro environment,focusing on the development status of the air-conditioning market and the development opportunities of related components.The study found that there are still opportunities in the domestic and foreign markets,such as commercial multi-line,special air-conditioning market is still in the entry stage,the market has huge room for incremental growth.Secondly,through the analysis of the five-force model combined with Porter,the company analyzes the competitive environment in which the company is located,including the competition outside the company and the threats it faces,and the competition.Thirdly,on the basis of the analysis of the company's internal environment,using the interview method,we deeply understand that the company's customer resources,brand,marketing network,cost management,upstream raw material integration and other advantages are more prominent,and use the interview method to understand At the same time,we also found certain problems in the development of the company.Fourth,use SWOT analysis to summarize the company's competitive advantages and opportunities,the threats and disadvantages faced,and through the STP market accurate market positioning.I hope that the research results of this paper can help the company to break through the obstacles of the inherent model under the 2025 action plan of China,improve the competitiveness of the company's products,provide better services to customers,and provide reference for similar SMEs in China.