The Research Of Siemens A&D Group For Sales Channel Strategy

In recent years the Chinese economy continual growth has led the industry get fast development. In this circumstance Automation branch has entered a golden era. As the leader of Automation field all over world, Siemens A&D (Automation and Drive) group obtained continually more than 10 years of high speed growths in Chinese market. The market share of Siemens had achieved above 35% in Chinese Automation field, Siemens became the top brand in automation industry.However, with other European, American and Japanese brands entering Chinese market, as well as the quality and function of domestic high-end brands are gradually improved, the competition became more and more intense in Chinese market. Growth slows down, and profits declines, especially in the specific economic environment of region south. The conflict of culture, management and policy which lots of foreign enterprises are facing in China, is emerging, and gradually intensified. Siemens also encountered such problem as well. Therefore how to find an appropriate solution as soon as possible, to help enterprises overcome present difficulties, and enter a new development cycle. It's an urgent task.This article will take Siemens A&D group as the object of study, use the PEST model, five strength models, internal and external factor appraisal matrix tools and so on, to analyse the company's internal and external environment, identify the critical factors which influence the company's development. Use the SWOT matrix to analyse the opportunity, the threat, the strength and the weakness in which the company faced with, make clear the company's development direction in the future, and combine the vision and mission of the company. Propose the variation strategy; use the value curve to select the critical elements which influence the company's development in the future. As well as establish a marketing model to explore the reason of channel conflict and find solution by using the Game Theory.Finally induct the balance scorecard, make plan in four aspects achievement target systems of finance, customer, internal flow and study & growth. It will guarantee Siemens A&D to be able to carry out the company's strategy plan in each management, realize the company's strategic target in region south.This topic through the actual case study will make use for reference of many foreign companies to develop market, avoiding vicious price war, enhancing core competitive power, promoting the degree of customers'satisfaction and loyalty in Chinese market.