美的空调市场营销方案英文版

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Third, frequency conversion air conditioning market size
Suning industry of china released the air conditioner in 2011, the market continued to grow this year the scale of 10%. in addition, the frequency conversion air conditioning will dominate the market. Suning also had disclosed this year first batch 4,000,000 air conditioning's big list purchase, decides the frequency air conditioning the approximately 1,600,000 sets, occupies compares 40%; The frequency conversion air conditioning the approximately 2,400,000 sets, occupy compare 60%.
primalof t one
Quite lowmidd来自eQuite high
high
Very high
1P
1P
1.5P
1.5P
2P
3P
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Second, organization strategy
（one）Product(s) Life Cycle
The Midea non-fluorine frequency conversion air conditioning presently belongs to the growth period. Reason: 1st, Midea non-fluorine frequency conversion air conditioning has gone on the market since 2009, sales and marketing products have expanded.
Midea Air conditioning
market marketing plan
member ：陈洋、 石祥利、 陈贝池
Midea Air conditioning sales plan in 2011
Situational Analysis - Market Strategy
Organizational Strategy
Home value
60%
high
86%
low 60,000
Quite low
40%
Quite high
31%
high
43%
middle 200,000
high
65%
Quite low
40,000
90,000 middle
110,000
Quite high
300,000 Very high
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Fourth, Midea frequency conversion air conditioning market share
Sales Forecast
The goal sale scale breaks through 1,300,000 set, grows 30% compared to the same period; The frequency changer sale breaks through 2,500,000 set. Sales scale
The air low conditioning has rate
First 、 Situational Analysis
(2) air conditioning's market segmentation plan
fledgling thrifties s Technica Generall l y whitepersonn collar el Bestselling New
2, mass production of Midea air conditioning, lower costs and profits soared. 3rd, the same type's competitor produces same or the like product in abundance, the Midea non-fluorine frequency conversion air conditioning's market price starts to drop.
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Second, organization strategy
（two） Midea Growth Strategies ：Constructs the complete
industrial chain
under 2006, the Midea group forms governs 4~5 industrial groups, 5~6 To be listed, and have 4~5 well-known brands in the different profession; Has besides the electrical appliances at least two profession pillar industries, establishes the electrical appliances, the automobile, the machinery, the power equipment, the infrastructure profession in 2005 and so on multi-industrial development pattern.
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First 、 Situational Analysis
(2) air conditioning's market segmentation plan
fledglings thrifties Technical Generally personnel white-collar
Intermedia te deck superinte ndent
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Fifth 、Growth Potential Obtains the market share
Market share 35%; The frequency changer market share surpasses 50%
销售规模
One year market service rate in 1/1000
Market Size Market Share Growth Potential Product Positioning
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First 、 Situational Analysis
（1） Market Environment
The Midea home use air conditioning has the Shunde Base, the Wuhu industry garden, the Wuhan industry garden, Guangzhou Air conditioning Factory four big production bases, has formed 15,000,000 set of year productivity and the Chinese most complete air conditioning industry chain. For many years, the Midea air conditioning has been the Chinese home use air conditioning's innovation leader, take serves the consumer as the goal, take eagerly anticipates the Chinese air conditioning industrial upgrading, the technology advancement as own duty, takes the lead to promote the brand-new product unceasingly, the guidance disappears spends the tidal current. The authority investigates and studies the organization to demonstrate that US's frequency conversion air conditioning wishes luck on moving to a new home the first place by 25.87% market shares, Midea already was in the stable period of expansion.
Intermedi ate deck superinte ndent
Highlevel superint endent high-end
Air conditio ning type Amount of consum ption Refriger ation space
Actual benefit
Energy conserv ation low
Market share
Market service rate
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Sixth, Midea frequency conversion air conditioning product Positioning
Target market description A, regarding present air conditioning's service condition analysis Now inside the city, the air conditioning already popularized, very little could find has not used air conditioning's person, but the present rural market belonged to the first purchase to a great extent primarily. B、 Midea air conditioning's market Positioning As a result of the cost reason, the Midea target market is the wide range low-and-middle market, this point has the competitive power especially in the emerging market. Midea Corporation expressed that certainly must give the consumer an acceptable price, seeks for a vacancy in the customer mind, causes the product rapid start market. Even if is the ordinary consumer also has the qualifications to enjoy best air conditioning 。
High-level superinte ndent 13000 Very high
Average income Education al level
2600 low
1500
Quite low
3300 middle
4500
Quite high
6500
high
Marriage proportion
Fluid