Research On The Marketing Strategy Of H Company's Purification Air Conditioner

Since the beginning of the new century,the competition between Chinese local equipment companies and foreign companies has become increasingly fierce.Company H introduced in this paper is headquartered in Germany,specializing in the production of clean air conditioning units.The German headquarters decided to officially enter the Chinese market by setting up a factory in Suzhou in 2016.As a foreign manufacturers of clean air conditioning units who just entering China,Company H has some problems in the early stage of development:unclear product positioning;arbitrary product pricing;confusion in the selection of marketing channels;lack of brand promotion work,etc.How to solve these problems is a task that Company H must face.Only by deeply analyzing the industry environment and the internal situation of the company and by formulating new marketing strategies,can the company improve its competitiveness and stand firm in the current fierce market competition in China.This paper uses marketing-related theories and takes the marketing activities of Company H in the medical purification industry as an example to explore the marketing strategies of foreign brands who just entered Chinese market.It firstly analyzes the industry environment in which Company H is located by introducing the overall situation of industry development and using the Porter Five Force Model for industry competition analysis,especially the situation of competitors and buyers.In the analysis of competitors,a tool such as the "Ansoff Matrix" is used to find market gaps and a market to be developed is successfully found.In the analysis of purchasers,I understand the different needs of purchasers and end users which lay the foundation for the later marketing strategies.Secondly,it analyzes the company's situation by focusing on SWOT to analyze the advantages and disadvantages of Company H,and consequently draws the conclusion that the marketing strategy should be mainly based on the advantages.Then,it puts forward the target market strategy based on STP,selects hospitals as the target market on the basis of market segmentation,and the company is positioned.Finally,the marketing mix strategy of Company H(4Ps)is designed.It solves the problem of product positioning with the product strategy of creating two different product series;it solves the problem of product pricing with the price strategy of differential pricing;it solves the problem of marketing channel with the place strategy of innovatively using both direct sales and distribution channels parallelly;it solves the problem of lack of brand promotion work with the promotion strategy of strengthening brand promotion and increasing promotional activities.Some specific marketing measures are listed,such as annual rebate offer,discount method for the first order and promotion based on customer delivered value,etc.I hope this paper can help Company H to carry out the follow-up marketing activities of clean air conditioning units and also hope to provide some references for other industrial product marketers,especially the marketing managers in companies which just enter the domestic market.