The Study On Air Liquide Marketing Strategy In Qinhuangdao Gas Market

Air Liquide Group is the world leader in gases for industry, healthy, environmentalprotection field. It provides nitrogen, oxygen, hydrogen, rare gases, other gases and relatedgas solutions to many industrial users Air Liquide has many types business in China,including in manufacturing industry, food industry, chemical industry, steel industry andelectronics sectors etc. Facing the China’s domestic economic downtown situation,especially Qinhuangdao located at the transport edge, Air Liquide should study how toeffectively maintain and quickly develop this gas market.This paper creatively combines the traditional gas marketing factors analysis methodwith influence factor analysis method, conducts a questionnaire survey through40industrial customers in Qinhuangdao, analyzes the result of questionnaire by the influencefactor method, and gets the principal factors. Therefore, this paper makes a targetedmarketing strategy for Air Aiquide in Qinhuangdao gas market, expecting to provide areference to Air Liquide local marketing.This research is main]y divided into four parts:First, mainly analyzes the situation of Air Liquide Group and its marketing strategyin Qinhuangdao gas market, and finds the problems and reasons.Second, mainly analyzes the marketing influence factors. It analyzes external macrofactors, industrial factors and internal factors.Third, establishes the marketing influence factors index system based on the resultsof the above analysis, makes and collects questionnaire, analyzes influence factor withfactor analysis method, and gets the principal factors.Finally, chooses the suitable marketing strategy for Air liquide based on the aboveresults, makes a complete marketing strategy system and a program to strengthen andprotect the marketing strategy.