Study On Henan Area Marketing Strategy Of RA Company Automation Products

RA company is an American automation industry leader,It's a global multinational corporations which is focus on automation industry over 100 years.Now it under the background of modern industrial automation products market's rapid development,how to increase sales and profitability of their products in the face of the fierce competition between the same function products industry,Continue to keep and increase market share in China and how to face the increasingly complex market competition;It's especially necessary to study on RA company marketing strategy.This article is based on the Variation,Versatility,Value,Vibration 4V marketing theory,marketing channel management,customer relationship management three aspects on the basis of the basic theory,formulated the RA's automation products' marketing combination strategy in Henan province,The study analyzed the external and internal environment of Henan,establishes a marketing mix strategy aimed at promoting RA's automation products and further improve the marketing system,to achieve its expectations of the marketing share in Henan.First,this study introduces the marketing theories of industrial automation products,describes the concept and characteristics of industrial automation products.Secondly,in this study,an overview of RA company,represented by PLC products to introduce its industrial control products.Again,using PEST analysis,the macro environment in Henan were analyzed,and the Henan industry's environment of Michael Porter five forces model,then analyses the internal environment from different aspects,at the same time,using the SWOT analysis the Strength and Weakness,Opportunity and Threats.Then before in all kinds of analysis for RA industrial automation products of the company on the basis of analysis of the use of customers.Finally,face the present situation of the homogeneity,describes the overall architecture of marketing mix strategy,determine the marketing theory from 4V,channel management,customer relationship management.This articles' research is regarding the RA automation products' sales strategy in Henan,It aimed at promoting RA's automation products and further improve the sales&marketing system,to achieve its budget in Henan province.