The Marketing Strategy Research Of DCS Products In Power Plants Of Z(China)Company

With the rapid development of power industry, power plant growing demand for DCS products, industrial products marketing and consumer marketing is different, however, is based on the B2B big customer marketing, industrial marketing has its single market customers, large market share, etc. With DCS manufacturers at home and abroad of the fierce competition in domestic thermal power market, power plant DCS marketing strategy also changed, and become a new research target, from the traditional "buy products" to buy "services", in the marketing practice, not only has practical operability, and can guarantee the growth of the market business.This article first has carried on the review and analysis of marketing theory, involving marketing theory, economics theory, industrial goods marketing theory, mainly introduces the procession of big customer marketing, service marketing, technical connotation, which laid a theoretical foundation for later analysis. Then, based on the Z (China) company as an example, the power plant DCS to Z (China) company product market is analyzed, and put forward the problems in marketing, this provides a rich later information, and pointed out the research object of this article. Again is Z (China) company’s market macro environment and micro environment analysis, PEST analysis and SWOT analysis, SWOT matrix. Finally, Z (China) company in the coal-fired power plant DCS products marketing strategy and 4 p strategy. This paper argues that under the current internal and external market environment changes, the company’s marketing strategy when power plant DCS products improved technology as the core, change product sales for sales, service proliferation is given priority to with solution marketing, based on the mixed marketing model of marketing strategy.This article through to Z (China) company DCS product thermal power marketing analysis, proposed the Z (China) company power plant DCS product marketing strategy. To strengthen the technical service as the core of marketing strategy, technology of oriented service marketing organization adjustment, by means of technical services improve the sales channels, product innovation and technology as the forerunner, can technology for developed markets. Therefore, this article research has strong theoretical and practical significance.