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据中怡康公布的全国重点商场零售统计数据,空调行业1-5月份的总销量较去年同期增长了6.9%,一改去年整体销量下滑的趋势。其中,科龙空调增长了27.1%,在销量排名前9大品牌中,增长幅度名列第一,成为空调行业近年来持续增长势头最为强劲的品牌。与往年靠价格战换取销量增长的惯用做法不同,空调行业在销量增长6.9%的同时,销售额同比增长了19.35%。这说明2007冷冻年度,产品价格不降反升。这其中固然有原材料价格上涨导致成本上升的因素,但更重要的原因是空调企业纷纷摒弃了低层次的价格竞争,转向价值战,通过产品、技术的升级,提高产品档次。科龙空调便是主打技术升级的突出代表,并由此获得了突出的业绩:销售额同比增长39.09%。随着2007冷冻年度的接近尾声,剖析科龙空调量、额齐升现象,可以发现价值战正在取代价格战,并将成为新的冷冻年度的市场基调。同时,营销手段创新,也为空调企业带来新的活力。
According to Zhong Yi Kang’s retail statistics released by key shopping centers across the country, the total sales volume of air-conditioners in January-May increased by 6.9% over the same period of last year, amending the trend of overall sales decline last year. Among them, Kelon air conditioners increased by 27.1%, the top 9 brands in sales volume, the growth rate ranked first, becoming the air conditioning industry in recent years the most sustained growth momentum of the brand. Unlike the usual practice of increasing the sales volume by price war in previous years, the sales volume of air-conditioners industry increased by 19.35% while the sales volume increased by 6.9%. This shows that the freezing year 2007, product prices rise without falling. Of course, there is a rising cost of raw materials, which led to cost factors, but more important reason is that air-conditioning companies have abandoned the low-level price competition, the value war, through product and technology upgrades, improve product quality. Kelon air-conditioning is the main representative of technology upgrades, and thus received outstanding performance: sales increased 39.09%. As the 2007 freezing year draws to a close, an analysis of Kelon’s air-conditioning volume and volume growth shows that the value war is replacing the price war and will be the market tone for the new freezing year. At the same time, marketing innovation, but also for the air conditioning business to bring new vitality.