美的空调在乌兰巴托市的市场营销策略分析

摘  要
世界上的第一个空调1902年设计，直到1924年前一直用的是机器，而不是人。在中国1986年以前，也是用的是机器，而不是人。 1988年，雪莲空调的诞生开启了中国家用空调器行业的一个新时代，此后，在中国慢慢的发展起来了空调行业。而在没有太多国有企业的国家蒙古国， 21世纪初期从国外经过私人途径的空调稀少的出现在市场，但到现在没有一个被客户被认定的空调企业。创业于1968年美的集团，是一家以家电业为主，涉足物流等领域的大型综合性现代化企业集团，旗下拥有三家上市公司、四大产业集团，是中国最具规模的白色家电生产基地和出口基地之一。美的空调在13亿人口的中国取得了空调行业的王子的位置，那不到3百万人口的蒙古国一定会取得成功。
经营者要想在竞争激烈的市场中占有一席之地，就要在营销过程中时刻关注市场的动态，把握好自己项目的特点，明确目标客户和市场定位，采取实际可行、有针对性的营销策略。
本文从美的空调进入到乌兰巴托市场所处的内外环境出发，着重突出其自身情况介绍，分析了它现在的营销策略和在营销策略上存在的一些问题，并针对问题提出了相应的解决方案。

关键词：蒙古国乌兰巴托市；美的空调；环保空调；
Abstract
The world's first air conditioner was designed in 1902. It was designed for machines rather than personal use until 1924 while in china it was until 1986. In 1988, the design of Xuelian air conditioner marked a new era of the air conditioner industry for domestic use in China. Since then, the air conditioner industry gradually developed in China. In Mongolia, there are not many state-owned enterprise. In the early 21st century, some air conditioners appeared in the market via the personal way from abroad, but now there isn’t an air conditioner enterprise recognized by customers. Founded in 1968, the Midea group is a large comprehensive modern enterprise group mainly involved in home appliances as well as the field of logistics.  The company now owns three listed companies, four industry group and is one of the largest white home appliance production and export bases in China. The Midea air conditioner has achieved the No. 1 in air conditioning industry of China with a  population of 1.3 billion, and will gain a success in Mongolia with less than 3 million population as well.
In order to succeed in the fierce competition, the operators should always pay attention to the dynamic market, grasp the features of the project, specify target customers and market positioning and take practical and targeted marketing strategy.
From the internal and external environment of the Midea air conditioner entering the market of Ulanbator, this article specifies the introduction of its own, analyzes some problems in marketing strategy and provides the corresponding solutions.

Keywords: Mongolia Ulanbator; The Midea air conditioning;
Environmental protection air conditioning

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