Research On Product Marketing Strategy Of Switching Power Supply Of A Company In China

Switching Power Supply (SPS) is one of the most important products in industrial automation. As a senior SPS producer,A company has a satisfied market share and customer base. However, as developing of market competition, the market share of A company's SPS falls. It is hoped to find a powerful way of product marketing in fast development of Chinese economy.First, present SPS sales status is surveyed. Compared with rivals, superiorities and inferiorities of A company's s SPS are induced. And then, present product strategy of A company are investigated from product positioning, brand strategy and new product development. Afterwards, according to PEST model, political environment, economic environment,social environment and technical environment of SPS macro-marketing environment are analyzed. Subsequently, industry competitive environment is analyzed from customer requirement and scale. As for main rivals, Siemens, Taida and Mingwei are researched in this paper. Opportunities and challenges of A company SPS are summarized.Based on above present characteristics, by means of market segments, target market can be confirmed. Approved product marketing strategies are put forward, such as product differentiation strategy, brand strategy, general type product integration strategy and intellectual product combination strategy. Finally, safeguard measures are provided, for example, organizational structure, human resources and excitation mechanism.