Research On The Optimization Of Carrier’s Light Commercial Air Conditioning Marketing Strategy

With the rapid development of society today,the process of urbanization continues to advance,and the central air-conditioning industry is one of the industries that have benefited most from the development of urbanization.Now central air-conditioning has been widely used in shopping malls,office buildings,factories,hospitals,and homes.Central air-conditioning has penetrated into our lives.Buildings without it cannot achieve comfortable office and life.Among the products of central air-conditioning segmentation,light commercial air-conditioning is the fastest growing.In the face of the vast demand in the market,various central air-conditioning manufacturers have launched their own superior products and various marketing strategies to expand market share.Among them,Carrier is one of the representative ones.How to realize Carrier’s light commercial With the rapid development of the air-conditioning business,how to optimize the marketing strategy of Carrier’s light commercial air-conditioning is an important issue that Carrier will face now and in the next few years.This article takes Carrier’s light commercial air-conditioning product marketing status as the research object.Based on previous marketing performance data analysis and marketing status questionnaire data analysis,this paper uses 4Ps marketing theory to analyze products,prices,channels,and channel promotion strategies,To draw the current problems.After that,the PEST model and Porter’s five forces model were used to analyze the external macro environment of the company and the industry competition environment,and then the internal environment of the company was deeply analyzed,and the resources owned by the company were analyzed,and the company had Resource capacity.Secondly,the SWOT model is used,and the SWOT matrix is listed and several alternatives are proposed.The STP positioning theory is used again to classify and subdivide the market faced by Carrier’s light commercial air conditioners,clarify the market positioning,and determine the target market.On this basis,finally put forward an optimization plan from the 4Ps marketing mix and combined with the 4V differentiated marketing theory: master core technology,establish its own multi-line production line,differentiated competition,launch dual-supply equipment suitable for real estate projects,and establish Jiangsu He The Zhejiang dual-supply product sales demonstration zone adopts a competitive price adjustment strategy,establishes a publicity strategy based on the inventor of the air conditioner,expands brand awareness,and strengthens terminal sales promotion.In order to ensure the smooth implementation of the marketing strategy optimization plan,the enterprise organization was reformed,the current system was also updated,and resources were also required to ensure the smooth implementation of the marketing strategy optimization plan.Through this research,it can provide new ideas for Carrier’s light commercial air-conditioning marketing practices,and hope to provide reference for companies that have a higher consistency with Carrier’s light commercial air-conditioning product marketing.