Research On Marketing Strategy Of SPERI Automatic Control Department

Automatic Control Department (ACD), which is specialized in R&D in automatic control of power station, is the branch of Shanghai Power Equipment Research Institute (SPERI). It has taken part in many international and domestic power station construction projects in terms of engineering equipment design and manufacture. So it has rich experience and technology in system design, integrated control equipment manufacture, control configuration and site commissioning. When power industry penetrates into power station automatic control research area, ACD is faced with a shrinking market; however, SPERI was integrated into State Nuclear Power Technology Corporation (SNPTC), bringing ACD new developing opportunities.Based on marketing management theory, this article analyzed the current situation of ACD and provided some useful suggestions for ACD’s future marketing activity.Since ACD is an advanced technology service firm, this article illustrated technology marketing theory, service marketing theory and relationship marketing theory as the guide principle of its marketing activity. Second, this article analyzed ACD’s external environment with PEST model and ACD’s internal environment with five force model (especially its marketing and technology recourse and ability). Third, this article applied SWOT analysis to identify ACD’s main strength, weakness, opportunity and threaten and then targeted ACD’s potential customers. At last, according to all the analysis above, this article provided corresponding marketing tactics that emphasizing technology, service and relationship respectively and demonstrated the foundation of these marketing tactics in terms of ACD’s department adaption, technology advancement, management institution establishment, customer service and human resource training, etc.This article belongs to practice-oriented research. It combines marketing theory and practice situation together and emphasizes the practicality of marketing tactics. It is aimed to provide some useful inspirations for ACD’s future development.