Research On The Marketing Strategy Of S Company’s Robot Integrated Products

With the acceleration of the intelligent manufacturing process,China has become the world’s largest demand for industrial robots in just over a decade,and China is now at a critical time for the transformation and upgrading of the manufacturing industry.It is transforming from traditional manufacturing to automation,intelligence and informatization.From the perspective of national policies,production capacity needs,and changes in personnel structure,the automation process is unstoppable.According to the latest statistics from the IF,the installed capacity of industrial robots in China has reached 943,000 units,setting a new record for application,with a year-on-year increase of 21%.According to the problems faced by S company’s robot integrated products combined with actual marketing,in the market competition of automation products in its subdivided welding field,it tries to give suggestions after analysis.It is hoped that these suggestions can bring positive significance to S company’s robot integrated product marketing mix strategy and long-term strategic planning.At the same time,I hope to increase the company’s market share and make excellent performance in many sub-sectors.It can increase the anti-risk ability,and can also be a reference for the marketing management practice of other industrial categories.This thesis analyzes the status quo of Industrial robot products of S,through environmental analysis,SWOT analysis,Potter five-force analysis,found some problems in the marketing practice process,the product line is too complicated,lack of large customers support,sales channels only rely on The existing channels and management of the group are not perfect.For the marketing practice process,the marketing strategy of Industrial robots integrated with S is streamline product strategies,create star products,distinguish large customers,and target marketing programs,difference pricing,combined with different Customer situation classification pricing,and use the form of a well-developed industry to promote promotion,build a dealer management system capable of capabilities.For these measures,some safeguards,optimize production structure,provide human resource security,and provide technical guarantee.