Research About Marketing Strategy Optimization Of ABB Instrumentation

Instrumentation market is an important component of the industrial automation. Industrial automation equipment in the traditional concept of the people, especially the integrated CPU and sensor technology, automation instrumentation products are synonymous with high-tech products. With the China’s industrial enterprises to flourish and quickly grow, this label has been gradually weakened, and automated instrumentation products to function in terms of brand has been the homogenization and standardization, as late in the Chinese market and strong challenger-ABB instrumentation products, with strong background and research and development capabilities of the multinational brand, how to make changing business ideas in the current market conditions, according to market research, adjustment of marketing strategy and establish brand positioning, improve the sales management system, a series of marketing with changes in a variety of modern marketing means to challenge the industry leader, to establish their market position.This paper discusses the optimization problem is related to ABB’s instrumentation products, marketing strategies. First described in the first part topics, significance, Review of relevant theory, research ideas and research methods. ABB’s instrumentation marketing briefings, as well as ABB’s competitors in the first chapter, in this section, the paper first introduces the ABB Group and instrumentation, and the ABB company marketing bottlenecks and problems of analysis. The second chapter is the SWOT analysis to analyze external environment of ABB’s instrumentation marketing, ABB’s development of the industry analysis, followed by ABB instrumentation market environment analysis, the final is a PEST analysis the marketing environment. Chapter third the adjustment and optimization of ABB’s instrumentation, marketing strategies, first established product marketing objectives, and then to refine and select the market of product marketing, and finally combined with the actual situation of the company product marketing of the product market marketing strategy for combinatorial optimization and adjustment. The fourth chapter is the ABB company marketing strategy implementation and control of the situation analysis and decision, and the summarize...