Marketing Strategy Of Central Air Condition Based On Product Life Cycle Theory

Since the reform and opening up,China’s industrial product market has developed rapidly,with the industrial added value increasing by leaps and bounds from ￥162.2billion in 1978 to￥3,13071 billion in 2020.The ratio of the gross industrial product to the gross domestic product is more than one third for many years.The industrial product market has become a pillar industry of the national economy worthy of the name and Promoted the continuous development of China’s economy,finally jumped to the world’s largest industrial manufacturing country.However,compared with the traditional marketing of consumer goods,the research on industrial product marketing in China’s academic circle is relatively less,and the theory is relatively scarce.Many of them copy the marketing theory of consumer goods and lack the pertinence of adapting measures to local conditions.As a result,many large and medium-sized industrial manufacturing enterprises in China,as the main force of the industrial product market,are extremely dependent on the tilt and protection of national policies,and lack the attitude of active marketing and the ability and strategy of flexible response and resistance to external risks.H Company is a large central air conditioning enterprise in China.Since the launch of the first family central air conditioning in 1997,H Company has been deeply engaged in the central air conditioning industry,drafting and participating in the formulation of a number of national and industrial standards.H Company launched the first Magnetic Bearing Centrifugal Chiller in China in 2006.After nearly 16 years of development,the market share of its Magnetic Bearing Centrifugal Chiller has steadily ranked first in the world for many years.This paper starts from the specific product of H company’s Magnetic Bearing Centrifugal Chiller,and takes user demand investigation and analysis,STP strategic analysis and the judgment and prediction of product life cycle as the main line and finally output the marketing strategy which takes the product life cycle as the time axis and bases on 4P theory running through the whole life cycle of Magnetic Bearing Centrifugal Chiller.The research significance of this paper can be divided into four aspects:(1)It is helpful to solve the related problems H company is facing at the present stage;(2)It provides a reference for the same type of central air conditioning manufacturing enterprises to formulate marketing strategies;(3)It has certain reference significance for other similar industrial product manufacturing enterprises;(4)The case study of Magnetic Bearing Centrifugal Chiller enriches the empirical content of China’s industrial product marketing research,and has a certain practical value.