The Research On Marketing Jam And Strategy Of Siemens Marine Gearboxes In Chinese Market

With the development of the World Trading, the Center of Shipbuilding was approaching east in recent years, Shipbuilding Industry of China has met a new flourishing period from 2002 to 2008. But business for Marine Gearboxes of Siemens didn't increase so much accompany this flourishing period since 2002. Siemens met the bottle neck of development and Marketing Jam for Marine Gearboxes Business in China. The research purport of this thesis is that finding a way that can help Marine Gearboxes Business of Siemens walking out the current marketing jam in Chinese market.This thesis use Five Force Model to analyze the situation of upstream and downstream supplier of marine gearboxes, status of competitor and possible replacement. After that, this thesis use SWOT to analyze the status of Marine Gearboxes Business of Siemens. This thesis clearly indicate the core competence of Marine Gearboxes of Siemens, it also indicate the current Marketing Jam of Siemens in Chinese market.Above all, this thesis give us two improving conclusion:"service localization"and"product localization". Localization is the only way to change the business jam. In order to strengthen competence of Marine Gearboxes of Siemens in Chinese market in the future, a felicitous adjustment must be taken before the coming of next flourishing period of shipbuilding.