Study On Marketing Strategy Optimization Of Gree Electric Appliances In Chongqing

Chongqing Gree Electric Appliances Sales Co.,Ltd.serves as the sales management platform of Gree Electric Appliances in Chongqing market and Southwest region,Relying on Gree brand,with the brand as the banner,after more than 20 years of exploration and development,with a strong channel network,perfect after-sales system and modern corporate governance,Chongqing Gree has steadily occupied the leading position in the air conditioning industry of Chongqing,which makes the Gree brand deeply rooted in the hearts of the people,and has been unanimously affirmed and praised by the majority of consumers and dealers.However,in recent years,due to the sustained global economic downturn,the impact of the epidemic brought about by macroeconomic fluctuations,as well as the risk of serious decline in terminal demand,the air conditioning industry pattern has changed,and the domestic air conditioning industry has fully entered the stock era.Under the condition of increasing uncertain factors in internal and external environment and complex and changeable market environment,the sales scale of Chongqing Gree Company shrank significantly and the subsequent growth was weak.Chongqing Gree Company must deeply understand and analyze the current market changes,understand the future trend of the market,grasp the new opportunities of the market,further optimize and adjust the marketing strategy of Chongqing Gree,so as to improve its strength in the competition,stand firm and win the market.This paper takes Gree Electric Appliances’ marketing strategy in Chongqing as the research object.First of all,the research on marketing and air-conditioning marketing at home and abroad is reviewed,and the relevant marketing theories and analysis tools used in this paper are introduced.Then,it summarized the general situation of Chongqing Gree Sales Company,deeply analyzed the current marketing strategy of the company,found the existing problems in the current marketing strategy of the company through the one-to-one interview survey of Gree dealers,first-line sales staff of chain stores and Gree users,and collected suggestions on the optimization of marketing strategy for the next step.This paper provides important ideas and support for the optimization of marketing strategy.This paper also uses a variety of analysis tools and models to help analyze the marketing environment of Chongqing Gree,including using PEST tool to analyze the macro environment,using Porter’s Five Forces model to analyze the industry competition environment,using SWOT analysis to analyze the internal resources and external competition environment of the enterprise.Finally,based on 4R marketing theory,4C marketing theory and other relevant marketing theories,combined with the analysis of the current situation and problems of the marketing strategy of Chongqing Gree,as well as the results of the current marketing strategy interview survey,the author obtained the instructive and targeted marketing strategy optimization suggestions.This paper focuses on the research on the marketing strategy optimization of Gree Electric Appliances in Chongqing,aiming to propose feasible strategy optimization schemes through the analysis of the marketing strategy status of Gree Electric Appliances in Chongqing and the discovery of the current marketing strategy problems.In order to help Chongqing Gree solve the problems in marketing strategy,improve the competitiveness of the company in the new market environment and industrial pattern.The research of this paper has practical guiding significance and reference value for the marketing work of Chongqing Gree Company,and can also be used as reference for other household appliance enterprises or enterprises facing the same problem to a certain extent.