The Marketing Tactic Of Panasonic Electric Works (China) FA Division

This thesis try to propose marketing tactic for PEWC (Panasonic Electric Works(China) Co.,Ltd.) FA Division under the new condition, after analyzing the market situation and combining PEWC FA Division's competition ability, by using several management theories. After passing starting and high speeding developing phase, China's factory control automation products market is entering steady developing phase, many oversea manufacturer also entered this market, competition is becoming more and more warmly. Facing such grimness situation, what kind of marketing tactic action that FA Division will take to raise its competence is a new challenge. By the way of optimizing choice the market tactic, it will bring some realistic meaning to oversea manufacture could exert its superiority and enhancing core competences.This thesis analyzes factory control automation products market systemically; by using such methods of PEST analysis and market fractionize. Secondly by using the way of SWOT analysis to analyze the organization frame/products/sales-channel and brand wholly, it understands the advantage and disadvantage of FA Division in every aspect. Lastly, by using the theory of brand management to deal with the above analysis result, this thesis proposes the marketing tactic of brand management as a core. By using the theory of brand position, it finds the core target user and defines the core definition. It is proposing system integrated tactic of brand taste, that is supported by integrated products,pricing, sales channel, servicing and integrated communication tactic, and suggest to set up a new brand management department to make plan, implement, follow, optimize.