Study On The Improvement Of Trane Hunan Marketing Strategy

Although in recent years by the world financial crisis and China's strategic adjustment of economic structure,enhance the speed ratio percent of China's total economic output has declined,but China's economy continues to maintain sustainable growth,people's living standard has been further improved.At the same time,the rise of the real estate industry and manufacturing industry,led to the rapid development of the central air-conditioning industry.In the new world economic development pattern,although the Trane sales are still in the world rankings,but there are some problems in product structure,marketing team,channel construction and market development etc..Therefore,the study of marketing strategy of Trane in Hunan market improved,has important practical significance.This study first compared with analysis of Trane Hunan marketing environment and marketing situation,the existing installation personnel of Trane Hunan marketing problem involves the product homogenization phenomenon has an adverse impact on the market,marketing is lack of effective management mechanism,to a large number of dealers skilled loss,small air conditioner marketing channel the company is insufficient and lead to excessive levels of efficiency is not high.Research on these issues made Trane marketing strategy improvement program,mainly including the design ideas and principles and target market selection and positioning,product strategy,promotion improvement strategy,price strategy and channel strategy,implementation and improvement scheme.The results show that:Trane in Hunan market selection need to adhere to the "to maintain the main customers,follow up high-end users,comprehensive development of small and medium-sized users" target market selection strategy.In the market positioning to the low price,high-end quality".In accordance with the positioning of the target market,the development of the company and the development of matching,the appropriate marketing mix strategy.Measures should be taken to improve the marketing strategy of Hunan from the aspects of property and system.The results of this study not only to maintain and continue to improve the status of Trane will play a guiding role in leading industry in Hunan and even the whole country,and on the same industry of Hunan enterprises in the complex market environment to grow and develop,has a certain reference value.