The Marketing Strategy Study Of Schneider Electric Automatic Products In Jilin OEM Market

With the rapid development of economic globalization and China’s socialistmarket economy, supporting the business requirement of OEM also increased,China’s machinery manufacturing industry is now playing a very important role,which brought a lot of OEM supporting electrical automation products business. TheFrench company Schneider Electric is the world famous electric automation productsbusiness of the company, coming into the Chinese OEM market very early, thecurrent sales in the developed area is very impressive, the market share is relativelyhigh, but in some frontier or backward areas have not higher share. Jilin OEMmarket is underdeveloped, the OEM business is relatively small, enterprises engagedin the production of single industry, the low-end machines, competitiveness is notstrong enough.Industrial automation technology is the application of control theory,instrumentation, computer and other information technology, to control themechanical equipment OEM users to produce and control the start or stop, produceproducts, reduce labor, to ensure high performance quality, reduce the loss, stableproduction. Automation products to achieve industrial automation control of theneed to use the product, generally includes PLC (programmable logic controller),VSD (variable frequency drive system), HMI (human machine interface), MOTION(servo).Electric automation products used by the Jilin province OEM enterprises in thehigh-end market has been SIEMENS, ABB, MITSUBISHI, Panasonic and other people share, low-end directly by Delta, British Witten brands monopoly. Schneiderautomation products accounted for the proportion is very low, and the share of saleshas been stagnant, brand promotion is limited, customers are often competitors areeroded, Schneider sales need to develop a detailed marketing strategy to gain moremarket but also can enhance the performance of the auxiliary electrical automationcustomers to enhance its competitiveness.Based on the Schneider electric automation products, Jilin province OEMmarket, competition within the industry as the research object, through SWOTanalysis of the three conditions, the analysis of its strengths, weaknesses,opportunities and threats. Although the Jilin OEM market is more difficult, but afterSOWT analysis found that the sale of Schneider change will cause to overcomemarket flexibility in some marketing strategy. Through the analysis of a largenumber of the SWOT, the use of4P theory of marketing strategy. Schneiderproposed to increase efforts in building automation products dealer channeldevelopment strategy, with customers to develop new models of the church the useof product strategy, product packaging automation solutions sales price strategy andpromotion of regular open Technology Exchange Promotion Strategy four strategies,4strategies for Schneider to advance the automation products are strong effect, butalso can help customers improve the electrical automation product quality, enhancethe precision and the function of the equipment, to enhance the competitiveness ofequipment, and ultimately achieve a win-win strategy.