| Siemens and some company like Siemens often sell their products or their services basing on the projects. So in the industrial field, the marketing of Siemens is basing on the projects. We definite project as a complicated deal, including products, services and labor, especially the deal that structure fixed asset which lead to long term profit for buyer. In project, Siemens offer a wholly system solution, including spare parts, sets of equipments, engineering and training. Normally we classify project as follow: 1. Subcontracting Projects 2.Partial Projects 3.Package Deals 4.Turnkey Projects 5.Turnkey'Plus'Projects. The business of Siemens has four features: unique, complicated, un-continuous, big investments. The project features the sales: highly uncertainty, special purchasing process, long dealing time. Uncertainty comes from preparation for decision, making and carrying on; quantity and quality of useful information; controlling power on event and resource. Theoretically bidding can benefits customer, bidding divides into five types: 1.the lowest offer bidding openly 2.the lowest evaluated offer bidding openly 3.the lowest limited offer bidding 4.the lowest evaluated limited offer bidding 5.negociated bidding. In the Siemens business, industrial activities took are longer than others. The purchasing process include 16 phases: 1. need confirmation 2. feasibility study 3. analyzing investigation 4. drawing up technological standard 5. drawing up supplier list 6. bidding 7. information exchange 8. suggestion acceptance 9. supplier option 10. negotiation 11. new suggestion acceptance 12. new suggestion analysis 13. formal negotiation 14. final assessment 15. choice 16. making contract. Siemens is facing intense competition in the market. Innovation is the key point which promotes Siemens effectiveness, efficiency and growth. Therefore being a leader who will change the market through introducing new technology and standards, not being a follower, is imperative. Looking to the future, striving to staying at the forefront of new technology can ensure a lasting position as market leader and increase profits. For this object, Siemens puts 'innovation', 'customer', 'competence' into the core of Siemens business and strategy. Siemens takes famous method coming from Abell and Hammond to position market. The method using three coordinate includes technology, function, customer type. The overlapped part by the three variable on the three coordinate axis can ensure Siemens basic business range. Using this method, Siemens can offer resource needed by market, assign the company asset to every unit which form a strategic business unit. And these units form company strategic bases what we call SBU strategy. The Siemens business are made up of the following units: information & communication, automation & drives, power, transportation, medical and some JV including ICN, ICM, SBS, A&D, I&S, SD, SBT, PG, PTD, TS, SV, MED, OSRAM, BSH. Siemens trends to combine project and customer relation management. It aims to capitalize the investment in past projects. Siemens customer relation management has five steps: 1. finding and scanning customers 2. evaluating and grading customers 3. targeting customers 4. building up relation with customers 5. relation management. We got some information about CNPC JiLin company through media and report or policy released by the company. After past years development, Siemens has changed the marketing style from obeying to develop initiatively as consultant for customers. The marketing method which makes market regulation with customers together aims to join the competition initiatively. During the process, combining products and services are not only for selling but also for meeting customer further need. To Siemens, changing quotation into value is a complicated and tough task. Basing on the technology, factor of business and bidding, Siemens divide quotation into technological quotation, commercial quotation, political quotation, social quotation. Negotiation is a very important phase of marketing. In the topical project,... |
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