摘要
21世纪是经济高速发展的时代,也是服务竞争的时代。随着商品出现了
“同质效应”,单纯靠商品质量取胜的营销策略已经成为了历史,为了赢得市
场,麦克维尔公司需要从产品服务着手,做好营销的各方面工作。我们知道,
顾客服务是营销的原则,也是企业发展的动力。作为合肥地区家用中央空调领
域的龙头企业,麦克维尔公司需要从营销策略着手,以促进公司的发展。对于
企业而言,这是极具现实意义的。

首先,笔者通过研究麦克维尔公司的营销策略,了解了公司在安徽地区的
经营状况;其次,分析麦克维尔公司的营销背景,对现在的家用中央空调市场
进行了剖析,并从中发现麦克维尔公司的问题。在此基础上,分析了麦克维尔
公司引入营销策略的必要性。

其次,对家用中央空调市场的现状进行分析,了解麦克维尔公司是在一个
什么样的营销环境下发展。这部分分析了麦克维尔公司的有利的营销环境以及
不利的市场因素。在问题产生时,如何地运用营销战略,来促进企业的发展,
是目前公司亟需解决的问题。

再者,如何理解麦克维尔公司营销策略,是本文研究的关键。在现实中,
对麦克维尔公司在营销中运用的措施进行分析也是一个困难的问题。通过分析
家用中央空调的特性以及顾客的购买需求,制定相关的麦克维尔公司营销的流
程。

本文除运用案例分析法以外,还结合相关的营销理论,深入地分析了麦克
维尔公司的营销战略。随着市场经济的发展,引入新的营销战略显得格外的重
要。为此,笔者结合所学的管理学知识,对麦克维尔公司的营销战略进行了深
入的分析。希望通过这种方法,给企业的发展带来了理论性的指导。

关键词:营销;麦克维尔;家用中央空调
Abstract
21 century is marketing of times, it was the age of competition service. With
commodity appear homogeneous effect,a traditional commodity quality to win on
the marketing strategy is history, in order to win the market, the company needs to
McQuay from product service to do well on all aspects of the experience marketing
work. We know, the customer service is the experience marketing principles, also is
the power for the development of the enterprise. In Hefei household central air
conditioning as a leading company in the field of,McQuay company from the
experience marketing strategy to begin to promote the development of the company.
For companies, this is the most practical significance.
First, the author of McQuay company experience marketing strategy, learned
about the company in Anhui area business condition; Second, the analysis of McQuay
company marketing background,now of household central air conditioning market is
discussed, and discover problem of McQuay company. On this basis, the analysis of
McQuay company introduces the necessity of experience marketing strategy.
Second,household central air-conditioning market are analyzed, and the
understanding of McQuay company is in a what kind of marketing environment
development. This part of the analysis of McQuay company favorable marketing
environment and adverse market factors. The problem is, how to use the experience
marketing strategy, and to promote the development of the enterprise, is at present the
company needs JiJue problem.
Moreover, how to understand McQuay company experience marketing strategy,
this paper is to study key. In reality, the company in the experience marketing
McQuay used in action analysis is also a difficult problem. Through the analysis of
the characteristics of the household central air conditioning and customers to buy
。。。