The Marketing Strategy Adjustemnt Of GS Aluminum Heat Transfer Material In China HVAC & R

With the overcapacity of Aluminum heat transfer material and traditional automotive market slow down,the competition become worse.GS faced no sales growth and price decreasing.GS plan to develop new market of heat exchangers in HVAC&R for future development.But the result is far behind of forecast.This paper aim to analyze how GS develop HVAC&R heat exchanger market and adjust its marketing strategy to improve effectiveness to meet market change.This paper uses some analysis methods,like document study;case analysis;interview method;and questionnaire survey.According to marketing 4P theory and BCG matrix,this paper study customer demand and analyze GS product,price,place,promotion and adjustment to meet the customers' real demand in HVAC&R and build up its long term competitiveness.According to its operation,GS build up some actions to make marketing strategy effective,like restructuring global sales organization;more investment on local human resource,building up new motivation system,and more investment on technology;more resource on promotion;building up strategy allies.