Siemens Ltd., China Shenyang Sector Automation Product Marketing Strategy

Marketing is the important way for companies to dominate the market and increase revenue. A large number of domestic and foreign scholars have carried out a profound study of marketing which has been rapidly developing in recent years as the domestic industry continued to increase investment in the automation industry. However, with the continuous improvement of the rapid development of automation technology and industrial automation dependence, the marketing model of the automation market, and consuming attitudes of users continue to change; meanwhile, there is much difference among the competitive environment of different geographic markets, due to economic, social and cultural factors. Therefore, according to the actual characteristics of the market environment in China, Siemens (China) Co., Ltd. under the new competitive environment, how to carry out marketing strategy, to enhance the core competitiveness of enterprises is of great practical significance. Through the study of the subject, providing reference for other international brands to enter the Chinese market can also provide a reference for how to deal with domestic enterprises to face international competition.The article takes the management theory of modern marketing strategy as the guiding principle. The first part of six briefly showed the background of paper research, and introduced Siemens Corporation’s basic situation. The next part introduced the research institute involves strategic theory and the basis of marketing theory. Obtaining separately once more from the analyzing company’s internal and external environment, and unifies enterprise’s actual investigation and study, has obtained the enterprise marketing internal and external key aspect matrix. Finally, take the inside and outside environment analysis as the foundation, proposed the Siemens Corporation’s strategic localization and the marketing strategic target as well as the marketing overall strategy and the competition strategy, to ensure the overall strategy and the competition strategy have been constructed following the direction of expected marketing strategy.