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Central air-conditioning system energy-saving products marketing management analysis

Author: ZhiGang
Tutor: ChenHong
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: Central air conditioning Energy-saving Market Marketing Management
CLC: F274
Type: Master's thesis
Year: 2008
Downloads: 204
Quote: 1
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Abstract


Energy conservation is a strategic task of China's economic and social development . Central air-conditioning as the traditional energy-hungry , has long been not paid enough attention to its energy-saving , energy wasting phenomenon is quite serious . Energy consumption has become a major bottleneck constraints healthy development of the central air-conditioning to solve the problem of high energy consumption of central air conditioning has been imminent how quickly leveraging this market in the short term ? Market into the growth stage of the central air-conditioning system of energy-saving products to achieve economies of scale , the formation of industry profits . This article want to research and analytical work . In this paper, energy-saving products market with central air-conditioning system the STP method of analysis , the market is divided into five segments . Drawn three target markets , particularly the ratio of the the actual materialization value of the energy value and product first for the high-end market ; second for the low-end market for the mid-market ; This is the innovation of this paper . In the analysis of the central air-conditioning system of energy-saving products 4p marketing mix , with second-generation products and X 2 Product comparative analysis of four aspects of the product, promotion, channels and price . X 2 Product marketing channel members select positioning system integrators ; different methods of X 2 product promotions ; X 2 the pricing of the product should follow the following points : ( 1) X 2 product pricing border principle , the investment rate of return greater than 50% return in two years ; (2) X 2 < / sub > product discriminatory pricing is mainly for the regional division of the long running time , areas of high prices , higher product pricing , and vice versa lower ; ( 3) system integrators using annual custom throughout the year sales methods give high discount to complete the sales task on this basis , the incremental give a discount , to encourage do amount to achieve win-win goal .

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