格力空调营销模式分析

1、group members:杨诗 音、张培、夏子惠、 张颖、袁榕泽 1、introduce the business background 2、analyze the environment 3、the development history of gree 4、summary the business background since 1991 since the founding of the company, tightly around the core development strategy of specialization to the spirit of innovation

2、 and boutique strategy (build quality enterprise manufacturing quality products, the creation of boutique brand) to promote business development and growth, integrity,pragmatic business philosophy to win the market and return to the community, so that enterprises in the fierce competition in the hom

3、e appliance market for many years to maintain a steady and healthy development, and achieved good economic and social benefits. more than 10 years of rapid development, gree results are striking: from an annual output of less than 2 million units had no well-known air-conditioned small factory becam

4、e today has four production bases in zhuhai, danyang, chongqing, brazil, the number of employees annual production capacity of 18,000 people, home air conditioning more than 15 million units, commercial air conditioning with an annual output value of 50 billion leading multinational companies; net a

5、ssets from less than 10 million yuan in 1990, an increase of 20 billion, an increase of 200 times; since 1995 cumulative sales of air conditioning more than 4000 million units (sets), the sales revenue of nearly 70 billion yuan, more than 3 billion yuan of tax; since its listing on the shenzhen stoc

6、k exchange in 1996, raising a total capital of 720 million yuan, but over the years dividends to shareholders for more than 1.4 billion yuan; 2005 home air conditioning sales exceeded 10 million units (sets); since 1995, gree air-conditioning, 11 consecutive annual sales rank first in the industry m

7、arket share. analyze the environment with the rapid development of chinese economy as well as the improvement of the living standards of chinese people,air-condition,as a kind of siganificant household appliances,is playing an increasingly important role in national ecnomy and our social life. since

8、 the 21th century,our countrys air conditioning industry has undergone steady and fast growth.reform and opening up drive domestic economy high speed development. air conditioning products by the luxury of life also gradually transformed into daily life supplies, greatly stimulated the development o

9、f the domestic air conditioning industry. with air conditioning market maturing, consumers begin to enhance brand awareness, brand concentration is raising, industrial upgrading speed up the pace, china air- conditioning industry gradually grows. since 2006, the air conditioning industry has been ba

10、sically grow into a period of steady development. chinas air conditioning enterprises is not only developing in quantity and scale but also walking down the path of independent innovation of the introduction of imitation on the technical. in terms of health, energy conservation in air conditioning f

11、unction and appearance design, domestic enterprises also improve the technology level and product quality through introduction, digestion, and absorption.china has grown into an important production base for research and development of air conditioning industry in the world. air conditioning market

12、reflects on the following aspects 1. brand concertration and rational consumption 2. after-sales service for the consumers still attract public attention 3. the future markets potential is huge 4. energy concervation and health have also become major purchase standards. 5.purchase channels are still

13、 multifarious. the development process of gree marketing mode before 1994 : promotion stage 1995-1996: large model stage 1996-1998: standardize market initial stage 1998-2000: co-broke stage since 2000: professional agency stage the first stage: marketing stage market background: during this period,

14、 the consumers awareness of brand was very weak.for the ordinary people, air conditioning was a luxury so that the main users were social groups, agencies, the mining industry and over 70% tertiary industry, followed by the units of science and education.however,industries like finance, insurance, t

15、elecommunications and meteorology used the air conditionings a little. at the same time,the sales market was very irregular.the brand has not been established in the market and the gree was lack of sales experience. in this context,gree relys mainly on the salesmens personal abilities.using the way

16、of making profits from sale to stimulate the enthusiasm of the staff and cooperating with the businesses through the credit. problem one: the marketing is immature.the businesses often take the style of “delivery before payment”, which brought triangular debts and countless lawsuits. solution: to av

17、oid the triangular debts, salesmen headed by dong mingzhu in gree adhere to the principle of “payment before delivery”. problem two: with the development of the gree, the internal management problems exposed,especially sales in zhuhai looked a bit confusing.things such as dealers cant get the goods

18、they wanted and people cant find the bills of lading were often occurred, which not only disordered the sales market, but also had a negative impact on the integrity of gree.this seriously affected the enterprise efficiency. solution: let dong mingzhu become the business minister.and after her endea

19、vor, gree has completely changed the phenomenon of receivables. end of marketing stages : marketing stage ended at the end of 1994. the following conditions are the main factors leading to the end of the marketing stage: first, the market demand grew rapid, the family purchased a steady increase in

20、the proportion of the air conditioning.so the changes of marketing groups leaded to the end of the stage. second, the production of air conditionings enlarged quickly.the most important was that gree focus more on the innovation and the quality had reached the top of the domestic air conditionings.t

21、hen the brand were gradually recognized by the dealers and the users of gree become more and more. thus at this time,gree can not only rely on individual salesmen to capture the market, they must rely on the big businesses to develop the new markets. the second stage: the stage of large mode the mar

22、ket background: at that time china air-conditioning industry has generally use the anti strategy - the year-end manufacturers dealer sales at the end of the year according to the completion, in accordance with prior commitment to return a certain profit. usually businessmen pin more, the return of t

23、he point for higher. grees approachs：gree electrical appliance sales in 1995 year launched its first off-season rangli, together with the original annual anti gree marketing model, logical into large stage. effect: gree new marketing mode which makes the big dealers have larger profit space, and con

24、firm the effort to promote gree air conditioning can obtain more rebate, therefore the development they are actively downline distributors, large sales network results in a very fast speed expansion, and gree sales network also corresponding establishment.so two years later, gree air-conditioning pr

25、oduction and sales quickly rose from eighth for the first. the problems: firstly, later in their cooperation, large too much hope on the surprise anti profit and spontaneous to consumers.they often engage in a brutal war in non profit management,even lose money in business. secondly, some large cult

26、ure lever up later, get greedy and arrogant, get dizzy with success, and pose a direct threat to the interests of manufacturers. in order to realize the double profit, some people blindly pursue to market share, eagerly demand a low price, even lower than the purchase price to sell to gree air-condi

27、tioning, thus doing a serious infringement of the interests of many manufacturers, fold two or three dealers dissatisfaction. as a result, most of the small family was nearly closed, a few large rise abruptly quickly and become super large, then to his big to put pressure on manufacturers, condition

28、s, profit.if action is not taken, gree market network and brand reputation may be destroyed on one day. thus gree marketing mode to soon put third stages - the primary stage of regulating the market. the third stage:the primary stage of regulating the market facing the negative effects brought about

29、 by large mode, gree measures as: big development, big balance. big development is to cultivate large family, including supporting those weak,small and medium-sized but is very loyal to the dealers gree into large equilibrium; large contains two meanings: one is the designated regional operation, th

30、en is to cultivate many big in a district. effect：this distribution channel helps all levels of distributors and moderate competition, profit, but also help to mobilize the enthusiasm of the main distributors especially main distributor. problems：with the passage of time, new contradictionsthis adva

31、nced marketing mode come back again, exposeing some other serious problems: the same region of coexistence of multiple large, compete for two or three dealers and friction, entanglement. their main competition methods are mutually cuanhuo, prices, the final gree air-conditioning sales soared and dea

32、ler profit to drop substantially, or even a loss. the resulting joint agency model. the fourth stage: the joint proxy mode combined with a so-called agency model, also known as regional sales company model.the core content is to assets as a link, the brand for the banner, a region of big together, s

33、et up franchise gree brand sale of joint-stock company.responsible for the local market development、management and service. the benefits of joint proxy mode: 1. large induced interests tied together, form the common interests of the company, successfully stopped between the same area in different re

34、gions of large and large any possible outbreak of war 2. large sales of the original network is used effectively. 3. sales of the company to this brand for investment.because the joint model makes sales company has gree air-conditioning franchise rights, such sales company, consciously or unconsciou

35、sly, in advertising, customer service service based on the persistent fight. 4. sales of the company is the only local source of goods export and policy makers, as long as you work hard, this one will be the long- term interests of their own, the regional sales companies and tried hard to expand the

36、 network, including some two dealers absorb for shareholders, the right to the use of air-conditioning sales rose rapidly. problems：1. a few regional sales companies use gree appliances to its autonomous power, in the rush to accumulate under the mental domination cant make a reasonable profit, and

37、make the sales in the first of three three dealers do not get a reasonable return. 2. after the individual set up earlier regional sales company get gree appliances policy support, coupled with the money wisely, quickly accumulated capital and reputation. the rich are not satisfied under after a bra

38、nd, try to use gree air-conditioning business to earn the money, the use of gree help set up sales network distribution of rival products. this phenomenon, gree has adopted a series of measures, the combined with physical model to move forward to a new stage of development - professional agent phase

39、 from the surface the fifth stage: the stage of professional agent professional agent: this model is characterized by the manufacturer to capital as the link, with the brand to the dealer is tied together, participate directly in the terminal market development. at the same time, this kind of market

40、ing mode in the absence of will change the traditional sales channel situation, greatly reducing the manufacturers conflict, which has a certain universal significance. joint agency model focused more on and the big hit assets, focused on the protection of the interests of dealers, professional agen

41、t are turning their attention to the market terminals.the former is the specific historical conditions of the extensive management, the latter is intensive and meticulous farming on the market under the new historical conditions. nowadays the development of the overall situation gree marketing mode

42、gree become an independent school shares by manufacturers joint business sales model of continuous development, this kind of mode gree from generation has been full of controversial and gauge cutting, although its unusually stubborn and strong to live very good, gree vendor pool model produced in ai

43、r conditioning for the chaos of the industry in the warring states period, the first joint industry in wuhan large partnership set up joint-stock associated merchandising corporation, the interests of both brand and sales tied together successfully cracked at that time, follow the same pattern of pr

44、ice war, winning terminal identification.nowadays gree has 7000 stores throughout the country, with shares gree manufacturers joint business sales mode for 14 consecutive years in the same industry in the domestic sales of the first. grees marketing channel grees headquarters grees regional agents j

45、oint-stock sales organization chain shopping mallslots of deals wholesales,retail and other forms thousands of stores conclusion grees regional sales company is equivalent to the level of management institution, it is responsible for monitoring the local market, standardizing the price system and su

46、pply channels, in a unified price to the next level products wholesale dealer. in addition to the supply relationship with headquarters and obeying headquarters outside the macroeconomic regulation and control, price, service, promotion is regional autonomy. manufacturers put their own advantages an

47、d benefit together, finally benefit the manufacturers, merchants and consumers. terminal market is the same, with professional agency model penetrating the market. grees regional sales company is different from foreign agent system model, and its break through in china cant form the general environm

48、ent, out of the swirl of price competition. unique and effective, implement dont need to have three conditions, not easy to be copied: brand with a strong lasting vitality, manufacturers trust each other; run the local brand distributor of no more than 5. too much difficult to joint, the joint must be free love, not arranged marriage; dealers must advocate a brand, original and grees air-conditioning sales accounted for 70% of the