The Research On OMRON Industrial Automatic Control Products' Marketing Strategy In Hunan Science-Infor Electronic System Equipment Company

With the Reform and Opening Policy executed for 27 years, the market economy had gotten a great success in China. Now China has become to one of"the factory of the world". The industry of machining and manufacture is prosperity. More and more industrial automatic control equipments had been imported and advanced technologies had been introduced in Chinese factories. The industry of automatic control is developing with high speed. The market of industrial automatic control products is expanding rapidly. However, domestic dealers of industrial automatic control products are usually confronted with a market environment with the following conditions: 1. market profit can hardly be stable because of other competitors'dumping; 2. customers are more sensitive to prices and count sale distributors are faced with greater capital pressure; 3. continuous technological renovation accelerates products updating and customers require technological service in a higher level. The paper analyzed above-mentioned problems theoretically and practically, and provided guidance for adoption of special dealership in China as well as ideas for marketing strategy formulation. By means of case analysis method, the paper introduces the characteristic of environments in domestic and Hunan province firstly. Then the paper analyzes the reason why Hunan Science-infor Electronic System Equipment Co. goes into the business of Omron industrial automatic control products. By analyzing the competitive situation in Omron industrial automatic control products and the characteristic of the competitors and it-self, Hunan Science-infor Electronic System Equipment Co. established the marketing strategy for Omron industrial automatic control products and actualized it by step. In the end, the paper summarizes and evaluates the above strategy, finds the strongpoint and shortage. Moreover it sets down the sales plan and improves strategy for 2006.The paper studied marketing strategy adopted by Hunan Science-infor Electronic System Equipment Co, who is the special dealer of Omron industrial automatic control products, reached the conclusion that marketing strategy will directly influence enterprises'sales and the following aspects should be taken into consideration: I) thoroughly analyzing individual conditions and market environment in combination with products'characteristics to find out opportunities as well as challenges; II) fully making the most of one's own advantages and opportunities, least competing with the...