Research On Trane Air Conditioning's Marketing Strategy In China

China is already the world's second largest economy.in 2014 the GDP elose to$1,000 billion or so.With a large number of real estate projects and government investment in public construction project China's central air conditioner market size has also been followed by the United States.The world's second,2014 amounted to RMB 73 billion.Domestic and intemational major brands and capital have entered the Chinese central air-conditioning market,the world's largest market for emerging market.As the earliest to enter the market of China refrigeration industry multinational corporation one of the Trane Company,in the early development of the business of benefit to the rapid growth of China's economy,sales in China increased year by year.Especially in 2012,China's total sales close to ?6 billion.Although only accounted for the global sales of $9 billion,a small proportion,but is already the highest point since it entered China.As in recent years,China's economy is facing a transition.Economic growth is certain to fall.In 2015,half a year is particularly evident,Trane China's stagnant performance.While competitors still keep a certain proportion of the growth.As one of the world's largest central air-conditioning suppliers,Trane has lagged behind York Carrier and Mcqury.Therefore,how to use Trane resourees on their own advantages,to develop the right marketing strategy,further increase in market share,establish their own competitive advantage,realize the sustainable development,is placed in front of the Trane Company issue.Trane present difficulties is divided into two parts;External difficulties is mainly competing goods,competing products in China's efforts to gradually increase,to seize the market price strategy.But Trane still maintain profit for first strategy,caused the market share rapidly lost;Inner aspect,the process is too much,restricted sales engineer to open up the market,personnel retention efforts and incentives enough,resulted in the rapid loss of outstanding sales personnel,the growth performance of losing the most important wings.Therefore,the analysis of internal and external problems and put forward the appropriate solution is placed in front of the Trane Co the most important thing.The whole thesis is divided into five chapters.The first chapter introduces the research background,the research purpose and significance;the second chapter is an overview of the theory;the third chapter introduces the general situation and marketing situation of the Trane Co;the fourth chapter of central air-conditioning industry and competitive analysis;the fifth chapter Trane design marketing strategies,including product,price,ehannel,promotion strategy and customer service service etc.Hope this article through the research and analysis.Trane China on product development strategy and marketing strategy put forward new ideas for the reference.