Research On Marketing Optimization Strategy Of Light Commercial Air Conditioning Products Of C Company

The research of Harvard University shows that modern people spend 70% of their time indoors.With the development of economy and the upgrading of consumption in recent years,people pay more and more attention to the comfort of indoor ambient air,and the market of air quality improvement products such as air conditioning,floor heating and fresh air has also grown considerably.At the same time,with the formulation of China’s 14 th Five Years plan and the goal of "carbon neutralization and carbon peak",the state has begun to reduce the use of coal and other primary energy for heating,encourage the use of clean energy for heating,and constantly expand the application of green energy-saving buildings.In this context,the air source heat pump with air energy as the main energy has ushered in a high development opportunity.Company C is one of the top 500 US funded enterprises focusing on commercial HVAC business.Founded in 1915 by the inventor of the world’s modern air conditioning system,it has long been in the world’s leading position in the HVAC business.It is also the first batch of foreign-funded air conditioning enterprises to enter the Chinese market.It has more than 30 years of service experience in China.After 2010,with the rise of residential air-conditioning market,company C began to gradually expand the business of light commercial airconditioning,especially domestic central air-conditioning,with the help of its own mature experience in commercial business.However,at that time,Japanese brands had occupied a large market share and brand recognition in the Chinese market,and the business development of company C was slow.Around 2018,several American brands represented by Company c developed an integrated cooling and heating system of air conditioning and floor heating with the help of commercial technology experience.With the upgrading of social consumption and the call of the state for green energy heating,they have achieved certain development.This paper first analyzes the opportunities and challenges of the macro environment in which C company is currently located from the outside,and analyzes the advantages and disadvantages of the company through SWOT analysis.After analyzing the current sales,products,prices and other marketing status of company C,we deeply understand the changes in the current customer demand of light commercial air conditioners through the form of questionnaires,and analyze the existing problems in the product marketing of company C.Through the research and comprehensive analysis of domestic and foreign literature and relevant theoretical models,we get and put forward the suggestions on the optimization of marketing strategy of C company.The research points out that most of the difficulties encountered by company C at present come from the dependence on commercial business models,and the products and promotion strategies are not flexible enough.The author suggests that company C should have a clear market positioning,set a price promotion strategy that balances initial investment and operating costs,expand diversified portfolio products,learn from the promotion concepts of household and civil markets,and actively expand projects and online channels.