Positioning Research Of Sensor Applied In Y Market From W Company

Chinese industrial machinery equipment industry has been made from scratch, to take a certain shape, and then to the large-scale development stage, the next stage is to become fine and strong. Therefore, machinery equipment industry should be pushed towards a high quality stage as a whole. One of important methods is to improve the level of automation machinery. That is to say, key automation instruments such as controller, sensor, actuator, should be introduced to enhance machine application level. Sensor acts as basic data resource to acquire real-time of machinery status, in order to ensure the realization of real closed loop control of mechanical systems, and improve the intelligent level of machinery. The sensor has a broad application presence, from monitoring the micro movements by cylinder, even to controlling movement by aircraft hydraulic system. According to the statistics of sensor in the world, until2013, the market capacity has reached＄650Billion. The developed countries users take the most of the sensor orders, also they know how to use in highest level.Chinese requirement of sensor amount also increased rapidly, but is still not enough, it is needed to find and extend application place, amount, and improve application level for sensors in machinery. This paper analyzes the present situation of sensor marketing of W company, and then points out the existing marketing problems on sensor product from W company:product specification does match with the segment market, pricing system is not reasonable, the service is not positioned rightly and sales channel management is not right. Taking the positioning theory of marketing to analyze the marketing problems from W company to do the re-positioning, and build the key business process:the launch of products fit for the market, rational and flexible pricing, provide professional services on segment customers, management on sales channel through making new regulation to guide the whole company operation, so as to achieve sales target according to the plan.