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1、-AIRWELLAIR-CONDITIONINGCHINA
MARKETINGSTRATEGYRESEARCHABSTRACTAirwellgroupisacompanywithmorethan60yearshistory,while,Airwellgrouphas6R&Dcentersand177salesofficesaroundtheworld.InChina,Airwell’smanufactureisbasedonShenzhen.From90ths,AirwellgroupChinafactoryexpor
2、t“Airwell”brandair-conditiontoEurope,eachyearhasmore1000millionRMBproductvalue.ButinChinaregion,thegrouponlysoldbrand“Electra”,whichismiddlelevelbrandinthegroup.Thetotalsalesof“Electra”inChinaonlyhave5%onexportpart.In2007,revaluationofRMBputmuchpressuretoexporte
3、nterprise,AirwellgroupheadquarterdecidedthatshouldadjustedstrategyinChinaimmeditley.Thatmeansgroupwillintroducehighlevelbrand“Airwell”inChinamarket.Whilein2008abruptfinicalstorm,thegreateffectinEuropemarket,withallofthefactors,Airwellgrouplaunch“Airwell”brandair
4、-conditioninChina11.28,2008formally.AlthoughAirwellhasmuchexperienceinexport,butinanewanewmarket,“Airwell”willfacegreatchallenges.ThroughanalyzingthemarketingissuesofAirwell,andusingmarketingmanagementtheory,thethesissumupsystemicopinionandadvice.Thethesisintrod
5、ucesthegeneralsituationofair-conditioninChinamarketandexplainproductsandcompetitionstatus.Secondly,thethesisintroducestheissuesintheAirwellChina,thekeyproblemsarefocusonmarketingstrategy,branding,establishmarketingchannel.Thirdly,thethesisintroducesissuesof---so
6、lutions.Atlast,besidethesolutionsofthirdpart,thethesisintroducestheassuranceofmarketingstrategy.TheconclusionofthethesisshowsthatimpotanceofsetingmarketingstrategyforAirwellandthisthesishelpAirwellChinaframeatheoryforbrandingandchannelestablish.KEYWORDS:centrala
7、ir-condition,marketingstrategy,branding,marketingestablish---目录第1章绪论……………………………………………………………………………………………11.1选题的背景和意义……………………………………………………………………………11.1.1国内市场竞争激烈…………………………………………………………………………11.1.2金融危机对市场的影响……………………………………………………………………11.1.3欧威尔品牌进入中国市场……………………………………………
8、……………………11.2研究的内容………………………………………………………………………………………21.3研究的方法………………………………………………………………………………………3第2章中央空调市场概述……………………………………………………………………………52.1中央空调及其分类………………………………………………………
