Research On Marketing Strategy In Linde GISE Gases Corporation

Technical gas industry, as the basic industry, always is cheated as the blood of modern industry. So the faster Chinese economic develop, the faster Chinese technical gas industry grow. The speed of Chinese gas industry growth attracts many international gas companies, nationalized companies and private companies to enter. It leads the gas companies face huge opportunities and challenges. How to use recent opportunities to carry out efficient marketing strategy, cultivate the core competitiveness of enterprises and catch the opportunities becomes the important lessons of the gas companies. This thesis bases on marketing mix strategy, STP strategy and information technology to formulate differentiated marketing strategy and low cost marketing strategy of Linde GISE. I hope this thesis can help familiar companies at the same time.This paper is a case study class papers and uses literature research, observation, theoretical analysis to study the marketing practices of Linde GISE. Firstly, summarizes the political, economic, social and technological factors which relate to industrial gas industry. Secondly, bases on the situation of technical gas industry to forecast the trend of future at Guangdong Province. And then uses Porter’s five forces model to analyze the whole gas industry. Finally, focuses on the internal environment to dig the strength and weakness of Linde GISE. Accordingly to the analysis of internal and external environment, I use STP strategy to define the target market of Linde GISE that is low value-added products and high value-added products. Formulates4P strategy around the differentiated marketing strategy and low cost marketing strategy.