I. Introduction

Air conditioning: the full name is "air conditioning". As the name implies, its core function is to adjust the indoor temperature and humidity, that is, household appliances for cooling and heating. With the development of economy, the progress of science and technology and the change of consumer demand, the air-conditioning holding rate of residents in China continues to rise, and the consumption structure is becoming more and more reasonable. On the one hand, this change is closely related to the change of residents' housing structure; On the other hand, it is also closely related to the improvement of people's living standards. The number of cabinet machines is rising, and the number of window machines is gradually eliminated. In recent years, the trend of air conditioning research and development is more and more core functions, while developing some additional functions. Nowadays, people have higher and higher requirements for the functions of air conditioners, and manufacturers have developed many air conditioners with new functions according to the needs of consumers. Two. Analysis of the situation (I) Market environment The analysis of the market competition in the air-conditioning industry in March 20xx is as follows: Statistics show that the market share of the air-conditioning industry in March 20xx is as follows: Gree accounts for 29.0%; Beauty accounts for 29.3%; Haier accounts for 8.4%; Chigo accounts for 5.4%; Hisense+Kelon Station? 4.2%; TCL accounts for? 4.0%。 Compared with the past market share, Gree's share decreased by 4.5 percentage points month-on-month, compared with last year? Reduced by 0.2 percentage points; Midea's share increased by 3.7 percentage points from last month, compared with the same period last year? Last year, it increased by 2.6 percentage points; Haier's share decreased by 0.8 percentage points from last month and increased by 0. 1 percentage point from last year. 20xx The export market share of air-conditioning industry in March is as follows: Gree? 25.7%; Beauty accounts for 28.6%; Haier accounts for 6.0%; Chigo accounts for 7.0%; Hisense+Kelon accounted for 3.4%; TCL accounts for? 4.6%? . The domestic market share of air-conditioning industry in March of 20xx is as follows: Gree accounts for 32.5%; Beauty accounts for 30.0%; Haier accounts for10.9%; Chigo accounts for 3.6%; Hisense+Kelon accounted for 5.1%; TCL？ Jan? 3.3%。 Compared with the past market share, Gree's share decreased by 15.0 percentage points compared with last month, and decreased year-on-year? 0.9 percentage points; Midea's share increased by 7.7 percentage points from last month, compared with the same period of last year? Average annual growth of 4.9 percentage points; Haier's share increased by 0.9 percentage points from last month and 0.5 percentage points from last year; Chigo's share decreased by 0. 1 percentage point compared with last month, and decreased by 1. 1 compared with last year. Percentage points; The share of Hisense+Kelon increased by 1.5 percentage points compared with last month, and increased by 0.7 percentage points compared with last year. TCL's share increased compared with last month? 2.0 percentage points, 0.2 percentage points higher than last year. (II) Product information At present, Midea Air Conditioning is the only inverter air conditioner supplier in China with an integrated industrial chain of inverter compressors, motors and complete machines. Really mastered the core technology of inverter independently, and established a strategic procurement platform with 12 core component suppliers around the world. Its excellent quality control ability runs through the whole process of R&D, procurement, manufacturing, logistics, installation and after-sales, and truly establishes the world-class image of inverter air conditioning. "Core technology", "assured quality", "10 year warranty" and "fluorine-free inverter going to the countryside", Midea, as the leader of the air-conditioning industry, punched for four consecutive times in the inverter market, taking the lead in setting off the worldwide popularization storm of DC inverter air conditioners, and its sales volume ranked first in the industry, making the slogan of "Buy inverter, be elected beauty" deeply rooted in people's hearts, and achieving and consolidating its dominant position in the field of inverter air conditioners. (3) Competitive situation 1, the main advantage of Midea air conditioner; ① Good energy-saving effect; (2) high temperature control accuracy; ③ The temperature control speed is fast; ④ Low voltage requirement; ⑤ Normal exercise at low temperature; 2. The competitors of Midea Air Conditioning; Midea's main competitors are Gree and Haier. Through the research of competitors, it is found that Haier's brand advantage is: the brand advantage of serving Gree is: beautiful quality, and its own brand advantage is: affordable. Third, SWOT analysis (1) Opportunity and threat analysis The opportunities faced by Midea air conditioners are: first? In recent years, the state has encouraged the secondary development of home appliance industry in policy. At present, there is no completely replaceable air conditioning product. Third? The second-tier market and rural market have great potential. Fourth? Under the green economy and low-carbon economy, environmental protection and energy saving will become the future development direction of air conditioning industry? The threats faced by Midea's air conditioners are: first? In recent years, the prices of raw materials have continued to rise. The price difference and function difference of air conditioners in the market are not very big, and the switching cost of customers is low? Third? Customers have more information channels, can obtain comprehensive air conditioning information, and improve bargaining power? Fourth? The loss of small household appliances enterprises affects the confidence of investors and enterprises fifth? The domestic situation of air-conditioning industry is good, and there may be potential competitors (II) Analysis of advantages and disadvantages The advantages of air-conditioning in the United States are: first? Good energy-saving effect. Second? High temperature control accuracy, third? The temperature adjustment speed is fast. Fourth? The voltage requirement is low. Fifth? The disadvantages of air conditioning that moves normally at low temperature are: first? Is there a gap between Midea's lack of technology and Gree, which has many international leading technologies? Second? Midea's after-sales service and management level need to be strengthened. Third? Midea Group has expanded rapidly in recent years and taken a diversified development path, which has weakened its competitiveness to some extent. (3) Midea's core competitiveness is 1 international brand compressor, which is more efficient and energy-saving. (2) High gold plating heat exchange system is more efficient and energy-saving. (3) The trapezoidal copper tube with internal thread has better heat conduction effect and is more energy-saving. (4) Marketing target 1. Sales target At present, the competition in the air-conditioning market is "Haier". Therefore, the sales target can be achieved by increasing advertising and sales. 2. Financial Objectives Achieve certain financial objectives by increasing sales volume V. Marketing strategy and tactics (1) Description of target market 1. Analysis of consumer behavior in target market Through investigation, it is found that more women than men buy beautiful air conditioners, and the main buyers are middle-aged; Small work units buy a lot; Government units usually buy in bulk. In addition, through understanding, consumers know more information through TV media, which shows that TV is the mainstream media. For consumers, Midea's competitors are mainly Haier. 2. The target market is well positioned. Considering the buyer's income and the number of houses, the buyer's age is set at 30-50. The long-term goal is to maintain a good brand image and promote other household appliances with a good image of air conditioning. The short-term goal is to eliminate the inventory pressure of Midea's 20 12, which is conducive to the listing of new aircraft. (2) The product marketing mix strategy is 1, and the product strategy was founded in 1968. Midea Group is a large-scale comprehensive modern enterprise group with home appliance industry as its core and involving logistics and other fields. With three listed companies and four industrial groups, it is the largest white goods production base and export base in China. Midea Group's main products are household air conditioners, commercial air conditioners, large central air conditioners, refrigerators, washing machines, water dispensers, rice cookers, induction cookers, electric pressure cookers, microwave ovens, ovens, fans, heaters, air fresheners, dishwashers, disinfection cabinets, range hoods, water heaters, vacuum cleaners, soymilk machines, electric kettles and other household appliances and accessories such as air-conditioning compressors, refrigerator compressors, motors, magnetrons and transformers. It has the largest and most complete industrial chain of air conditioners, microwave ovens, washing machines, refrigerators and dishwashers in China, and the largest and most complete product group of small household appliances and kitchen appliances in China. 2. Price Strategy Air-conditioning brands in the domestic market are positioned in the low-end market from product pricing to channels. The low-end market in the United States is relatively mature, but there are few domestic brands that are truly competitive and have clear concepts. Most consumers are mature urban white-collar workers with relatively high purchasing power. They choose products rationally and attach importance to product quality, which is easy to form brand preferences. We should take the high-end route, be as close as possible to the target consumer groups, take the lead in impressing consumers' hearts and establish a good brand image. 3. The strategic terminal layout of channels should adopt large circulation channels, and it is particularly important to choose shopping malls, especially large shopping malls, such as cooperation with Gome, Suning and other shopping malls. At the same time, the e-commerce model is adopted, and the high-speed and fast logistics distribution of electronic data is used to build a commercial trading center, so that the market has no boundaries, which is convenient for customers to choose shopping and directly face customers, thus effectively occupying the market. With the help of the effective combination of operating counters, specialty stores and third-party logistics, we will build our own logistics network and form a coordinated and effective distribution system. 4. Promotion strategy (1) Gifts: Give gifts to consumers who buy beautiful air conditioners to attract consumers' willingness to buy and increase their impression. For example, give away electric cups, soymilk machines, etc. (2) Exhibition Center and Sale 6. The purpose of product promotion (1) advertising is to make use of seepage velocity's faster and more accessible media to achieve the effect of communication in a short time. In order to establish brand image and enhance brand awareness. (2) Advertising planning 1, TV advertisement 2, newspaper advertisement 3, leaflet advertisement 7, marketing budget 1, advertising fee 1200000 2, other expenses: 300000.