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市场综述中国扬子集团扬子空调器有限公司是中国扬子集团的核心企业之一,是一个有着二十年制冷技术,十六年专业生产经验的老牌空调生产企业,作为中国最早的空调品牌之一,见证了中国空调行业的发展,2000年全面改制成股份制企业以来,“扬子空调”品牌正逐渐由区域性品牌发展成为全国性品牌。 2003年以前,扬子空调一直以质优价廉的思路开拓市场,虽然已逐步走向全国,但市场地位一直处在三线品牌的边缘,随着原材料涨价、一、二线品牌的市场扩张,扬子空调的价格优势逐步缩小,因此面临市场挑战: ①品牌老化等问题日益凸显②部分经销商开始放弃代理扬子品牌如何提升市场地位、增强经销商信心、加大渠道建设力度成为公司急需解决的问题。
Market Overview China Yangtze Group Yangtze Air Conditioner Co., Ltd. is one of the core enterprises of China Yangtze Group, is a veteran air conditioner manufacturer with 20 years of refrigeration technology and 16 years of professional production experience. As one of the earliest air conditioning brands in China, Witnessed the development of China’s air conditioning industry, fully transformed into joint-stock enterprises in 2000 since the “Yangtze air conditioning” brand is gradually developed from a regional brand to a national brand. Before 2003, Yangtze air conditioning has been to the quality and cheap ideas to open up the market, although has gradually toward the country, but the market position has been at the edge of the third line brand, with raw material prices, a second-tier brand market expansion, Yangtze air conditioning Of the price advantage is gradually reduced, so facing the market challenges: ① brand aging and other issues have become increasingly prominent ② part of the dealer began to give up how the agent Yangtze brand to enhance market position, enhance dealer confidence, increase channel construction has become an urgent need for the company to solve the problem.