A Plc Products Research, Marketing Strategies In China

Industrial Automation plays important role in modern industry field. Currently, Chinese enterprises has just stepped in this market, the features of it's sales and marketing are worth to researching.This paper selected Programmable Logic Controller (PLC) as a representative product to study. As well combines the marketing strategy and practice of"A"company, the market leader in China market, to research the features of the market.First introduces the characteristics of PLC and"A"company's marketing 4P strategies, as well as the current"A"company's obstacles in development strategy.Then, each external market factors were studied one by one, which have influences to"A"company's marketing strategy realization. Michael Porter's"Five Forces"module was adapted for competition situation analysis. In corresponding to"A"Company's reactions and the foundation of above mentioned analysis, External Factor Evaluation Matrix (EFE) and Competitive Profile Matrix (CPM) were established. Strong economic growing of China and IT technology innovation brings market opportunities; Globalization, free trading and the conflict of Intellectual Property Rights (IPR) also set new challenges. E-commerce and Convenient Logistic impact heavily to the marketing of PLC, they both are important characteristics of Current PLC enterprise market. The expert predict method, also called"Delphi Method", is used for define the evaluation weight. How ever, data from the third party research institute shown"A"does not have advantages in competitive profile analysis. It is not suitable to current PLC market.After external evaluation, each key internal elements of"A"company are analyzed."A"company's comprehensive performance is evaluated through constructing Internal Key Element list. The product development strategy focus on grand middle-low end market (M3 Market) and market penetration strategy are stressed. As well as the channel policy reform and internal organization reform, which are for the sake of enhance sales organization efficiency. Through Internal Factor Evaluation Matrix (IFE),"A"company's serious internal defects are pointed out, which impact to it's strategy implementation. Meanwhile, it's own advantages are found out in R&D, employee knowledge and competences. Analysis shown although"A"company's pricing has weak elasticity relationship with industry customer's demands by theory, caused by it's oligopoly position in market. How ever, it's pricing is forced by distribution channels to split into dual elasticity. The disadvantages of"A"company's internal elements are summarized as failure in segmentation market development and lost control of channel pricing.Afterwards, combining the internal and external evaluation, SWOT analysis carried out to"A"company's PLC business. Submit strategies to its defects: Develop international EPC market, re-define M3 segment markets'product and service, speedup new product innovation and strictly control the channel conflict. Solutions also provided to overcome possible obstacles during strategy executions.Finally, based on"A"company's practice and Industrial Automation market features, marketing suggestions to Chinese enterprises are listed:Seriously choose the right segment market on own advantages; discard plagiarism, fight for"dominate standard"by diligent innovation; Efforts to cultivate a sense of ownership of employees, Continuously improve the knowledge and competence of sales organizations...