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论文编号：	10563
作者编号：	2220132357
上传时间：	2018/12/6 23:03:33
中文题目：	华吴空调公司“双品牌”战略研究
英文题目：	Research on Dual Brand Strategy of HUAWU Air Conditioning Corporation
指导老师：	薛有志
中文关键字：	中央空调；品牌营销；双品牌
英文关键字：	central air conditioning; brand marketing; dual brand
中文摘要：	当前随着房地产市场的不断发展与完善，由此引发的第三方服务市场也获得突飞猛进的发展，比如我国的中央空调市场。2014年，我国中央空调市场容量首次突破700亿元规模，2015年，受困于整个经济形势的不佳，中央空调行业规模也呈现出下降的趋势，但2016年开始，中央空调市场开始触底反弹，2016年市场规模达到惊人的799亿元，2017年，达到了936亿元，与2016年相比增速达到17.24%。事实证明，我国的中央空调行业孕育着巨大的市场。 在这样的背景下，中央空调的市场营销策略与方式需要深入研究，尤其是国内民族企业，面对未来充满巨大市场潜力的机会，对市场营销策略更要予以重视。 本文中，笔者并没有选择传统的单一的营销理论，比如4P营销理论、4C营销理论、IMC营销理论等进行讨论，而是认为当前在激烈的“红海”竞争的环境下，以中央空调市场的再细分为切入点，进行细分市场上的品牌营销，从市场的划分、产品的研发、品牌的经营、忠诚客户群体的培养以及价格的定位等既相互区别又有机结合的内容，并注以具体的“华吴（天津）有限公司”的实例进行研究，这样研究的结果更符合企业的实际需要。 笔者以自己所熟知的华吴（天津）有限公司为研究案例，结合自己多年的从业经验，借助PEST环境扫描法，去整体扫描我国当前中央空调市场所面临的各项政治法律、经济、社会文化与自然及技术环境；之后笔者利用流行的SWOT扫描法，分析华吴（天津）有限公司在发展中所面临的优势、劣势、机会与威胁，最终对公司营销过程中所面临的问题进行描述，并提出营销过程中的可行性建议。 笔者通过PEST环境扫描法，认为当前随着“绿色建筑”概念的提出以及“煤改电”市场的盛行，国家的各项法律、法规以及政策均提供了有利于中央空调行业发展的政治法律环境，而自2015年以来中央空调行业市场的发展也验证了这一点，并且就长远来看，绿色环保的概念还将继续推广，高效、节能、舒适的中央空调产品还将拥有具大的潜在市场；经济环境方面，国民经济的不断发展、房地产行业的火热以及刚性房产需求的居高不下，为中央空调行业的发展提供了最为有利的经济环境，但在经济环境中，需要各品牌企业注意的是上游供应链材料的价格也都有一定程度的上涨，而一些非环保材料的替代品的研发也至关重要；而在社会文化层面，随着人们对于美好生活的追求以及当前极端天气的不断出现、持续，人们对于高效、节能、美观的中央空调市场更加青睐，但同时，中央空调企业也要注意空调的制冷制暖效果，尤其面对北方市场；最后，在技术环境层面，民族企业的不断发展以及产品技术的不断研发，使得当前国内空调行业同国外先进国家相比，其技术劣势不再像以前那样明显，但核心技术的研发依旧需要进一步增强。总体而言，从政治法律环境、经济环境、社会与文化环境以及技术环境方面考量，国内中央空调行业的市场潜力依旧巨大。 笔者通过对华吴（天津）有限公司进行SWOT矩阵分析，认为当前公司在发展过程中，存在着许多机会，比如现有“华吴”品牌产品的价格优势、与FRIMAC合作所产生的双品牌效应，再比如同类型产品中所具备的技术优势等；但同时，华吴（天津）有限公司在发展过程中也面对着一些劣势，比如品牌不够强大，比如市场占有率较低，比如营销模式的落后等；同时公司在发展过程中也存在着许多机会，比如巨大的市场潜力以及与国外先进品牌合作所引进的先进技术等，但同时，华吴（天津）有限公司也应该充分认识到自己所面对的国内外优势品牌的竞争，这些企业所带给华吴的竞争威胁依旧较大。 最终，通过对于华吴（天津）有限公司营销过程中所面临的问题及对策分析，笔者从产品、市场定位、价格及品牌策略等四个方面提出了华吴（天津）有限公司在品牌营销过程中的一些可行性建议。在产品方面，华吴（天津）有限公司要不断的开发新产品、要努力提升现有产品的性能及附加值、要生产符合市场需求的产品、要实行一定的产品组合策略；而在市场定位方面，华吴（天津）有限公司应该重新进行市场化的细分，在差异中寻找优势，同时公司还应该加强同末端市场的合作，努力实现捆绑销售的优势，最后公司还应该改变现有的直销模式，不断探索新的销售方式；而在价格层面，华吴（天津）有限公司需要充分发挥国产品牌的定价优势，并在定价的过程中根据市场的变化实行较为弹性的定价策略，同时还应该努力在新产品上市的时候，获取更大的边际利润，而在产品较为成熟、同质化的时候，率先进行市场渗透，此外，公司还应该采取一定的数量折扣与变更折扣，从而更好的占领市场份额；而在品牌策略方面，华吴（天津）有限公司应该借助同FRIMIC品牌合作的机会，在市场上确定自己的品牌优势，确定自己的国际化品牌策略，最终实现自己市场营销中的“双品牌”效应，分别定位于中央空调的高端和中端市场，获得和提高市场占有率，最后，公司还应该借助营销渠道等，不断提升自己的品牌形象。 尽管具体到每一个单位与企业，它们所面临的实际情况与笔者所在公司定位并不相同，但笔者依然期望通此次研究的成果不仅仅适用于某一个公司，更主要的是可以适用于同类型的企业或者公司，并为国内中央空调企业的发展探索一条有益的道路。
英文摘要：	With the development and perfection of the real estate market, the third-party service market has been developed by leaps and bounds, such as China's central air-conditioning market. In the 2014, China's central air-conditioning market capacity has breakd through 70 billion for the first time; In the years of 2015, because of the overall economic situation, the central air-conditioning industry is also showing a downward trend, but in the years of 2016, the central air-conditioning market has began to rebound, the market scale reached an astonishing 79.9 billion yuan in this year. And the next year the market capacity has reached 93.6 billion yuan. This fact proves that China's central air-conditioning industry has a huge market. In this context, the central air-conditioning marketing strategies and methods need to be deeply researched, especially the domestic national enterprises.Faced with a huge market, how to get a better market share is a very important thing. In this paper, the author does not choose the traditional single marketing theory, such as 4P marketing theory, 4C marketing theory, IMC marketing theory and so on. On the contrary, the author believes that under the fierce "Red Sea" competition environment, the re-subdivision of the central air-conditioning market is used as an entry point to subdivide the brand marketing in the market. From the division of the market, the research and development of products, the management of brands, the cultivation of loyal customer groups, and the positioning of prices, etc., which are both different and organic, and the specific example of Huawu(Tianjin) Co., Ltd. is used to conduct research. The results of this study are more in line with the actual needs of enterprises. The author takes Huawu(Tianjin) Co., Ltd., which is known to him, combined with his many years of experience, and used by PEST environmental scanning method to analyze the various political, economic, legal and social environments in China’s .central air-conditioning market. Afterwards, the author uses the popular SWOT scanning method to analyze the advantages, disadvantages, opportunities and threats faced by Huawu(Tianjin) Co., Ltd.. Finally, the author analyzes the problems faced in the process of company development and puts forward some suggestions. Through the PEST environmental scanning method, the author believes that with the concept of "green building", laws, regulations and policies are conducive to the development of the central air-conditioning industry, and the development of the central air-conditioning industry market has also verified this point since 2015. In the long term, the concept of green and environmental protection will continue to be promoted. In terms of the economic environment, the continuous development of the economy and the development of the real estate industry have provided a favorable economic environment for the development of the central air-conditioning industry. However, in the economic environment, the development of alternatives to some non-environmental materials is also very important. At the social and cultural level, with the constant emergence of extreme weather, people prefer central air conditioning because it is more beautiful, energy-efficient, efficient and more comfortable. But at the same time, central air-conditioning enterprises should also pay attention to the heating effect of air-conditioning, especially in the northern market. Finally, at the level of technology environment, the technology disadvantage of domestic air conditioning industry is not as obvious as before compared with foreign advanced countries, but the research and development of core technology still needs to be further strengthened. In general, the market potential of the central air-conditioning industry is still huge in terms of political, legal, economic, social and cultural, and technological environments. Through SWOT analysis of Huawu(Tianjin) Co., Ltd., the author believes that the company has many advantages in the development process, such as price advantages, the dual brand effect generated by cooperation with FRIMAC, and some technical advantages; However, at the same time, Huawu(Tianjin) Co., Ltd. also faces some disadvantages in the development process, such as the brand is not strong enough, the market share is low, and the marketing model is lagging behind. There are also many opportunities in the process of the company's development, such as huge market potential and advanced technology introduced in cooperation with advanced foreign brands. Of course, Huawu(Tianjin) Co., Ltd. should also recognize the threat in the development process. Including the competition of domestic and foreign superior brands. In the end, the author puts forward some feasible suggestions of Huawu(Tianjin) Co. Ltd. in the process of brand marketing from four aspects: product, market positioning, price and brand strategy. In terms of products, Huawu(Tianjin) Co., Ltd. needs to develop new products, improve product performance and added value, produce products according to market needs, and implement certain product mix strategies; In terms of market positioning, Huawu(Tianjin) Co., Ltd. should re-market the subdivision and find advantages in the differences. At the same time, the company should also strengthen its cooperation with the downstream market. Finally, the company should also change the existing direct sales model. At the price level, Huawu(Tianjin) Co., Ltd. should grasp its own price advantages and implement a more flexible pricing strategy. It should also strive to obtain greater marginal profits when new products are on the market, and when the products have already appeared in large quantities, The company should strive to occupy the market, in addition, the company should also take a certain amount of discount, so as to better occupy the market share. In terms of brand strategy, Huawu(Tianjin) Co., Ltd. should strengthen its cooperation with the FRIMIC brand, determine its brand advantages, and finally realize the "double brand" effect in its marketing.Positioned in the high-end and mid-end markets of central airconditioning,gaining and increasing market share. Although the actual situation of each company is not the same as that of my company, I still expect that the results of this study will not only apply to a single company, but also to companies of the same type. Finally, the author also hopes that through his own efforts can explore a beneficial way for the development of domestic central air-conditioning enterprises.
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