The Study Of Siemens Industrial Products Marketing Strategy In Xinjiang Market

The China’s economic development with the main characters of the investmentdrive for, created a "made in China" influence in the world, at the same time, the riseof manufacturing, The demand of optimization, safety in production, saving energyand reducing consumption is awakening. The "12th five year plan " period, China issetting to adjust the industrial structure optimization and vigorously develop theservice industry as one of the core. Our country’s good economic growth, especiallythe increasing input in the industrial, makes many industrial fields have very highgrowth. According to China’s industrial control nets stock market research, by theyear2010automation stock market scale already more than400billion RMB, thestock market will drive a new round of market development.In recent years, the Central Government gave a strong support for Xinjiang ’seconomic construction.In this background, Xinjiang ’s industrial level is improvingrapidly. Since Industry Department of Siemens set up an office in Xinjiang, itsbusiness volume has been grown steadily. Especially in recent years, the major targetcustomers have increased their investment in Xinjiang, the demand for industrialautomation and drive products is growing tremendously. Because of this reason,Xinjiang ’s industrial market appeared more intense than before, foreign competitorgradually increase the marketing efforts in Xinjiang, the quality and performance ofthe domestic products are improving constantly. How to maintain their own advantagein this competitive market is an urgent problems which Siemens need to solve.To begin with Xinjiang ’s industrial automation market demand status andcharacteristics, this paper describes the market environment and influencing factors ofXinjiang, analyzing the competitiveness of Siemens’s main rival and the internalenvironment of the Siemens liaison office in Xinjiang. Then I made a marketingstrategy which combined with Kotler’s6P marketing mix theory and Siemens’ currentsituation I made a specific marketing strategy, included: product strategy, pricestrategy, place strategy, promotion strategy and customer relationship marketing strategy. Hoping to discover their competitive advantage, adjust their marketingstrategy, and provide some help to develop their Xinjiang ’s industrial automationmarket, thereby the Siemens company’s industrial product marketing in Xinjiang candevelop healthy and continuously.