| In recent years,the automation equipment for automobile industry of China has already entered a rapid development stage as a whole,as the increasing demand for automobile and the higher cost for human resource in China.Different from the fast development in the industry,the market growth of the stamping automation business unit of ABB Company,is lower than the market growth rate.The research methods in this paper include literature review,in-depth interviews,case study,summarize experiences etc.We adopt these research methods to study the marketing strategyFirst of all,we analyze the internal and external market situation of the stamping automation of ABB,which includes the introduction of stamping automation of ABB;the introduction of the industry situation of stamping automation of ABB;the current customers' profile of stamping automation of ABB;the competitors' situations,and the 4P analysis of stamping automation of ABB.Secondly,we summarize and analyze the existing problems and the fundamental reasons among the big customers from the business unit of stamping automation of ABB.Specifically speaking,we analyze the reasons from three aspects:(1)be unclear marketing aim of big customers;(2)be lack of systematically recognition of big customers;(3)be short of human resource from the marketing of big customers.Thirdly,we use the big customer recognition and the selection matrix to identify the big customers from the business unit of stamping automation of ABB.The first step,we adopt the in-depth interview method to collect data about the customer attractiveness and competitiveness factors and their respective weights of the stamping automation business unit of ABB.The objects of the interview are the senior staff,the existing and the potential customers,and the competitors of ABB stamping automation business unit.The interview methods are conducted by telephone and interview.The second step,we adopt the questionnaire survey method.The aim of the research is to confirm the customer attractiveness and the scores of the competitiveness factors of the automation business unit of ABB.The objects of the research are the personnel,the existing and potential customers,and competitors from the stamping automation business unit of ABB.The personnel include procurement personnel,planning personnel,service personnel,the sales staff and financial officers.The third step,we use the large customer recognition and selection matrix to identify the large customers from the stamping automation business unit of ABB.It is divided into three parts.(1)We analyze the attractiveness and ranking values of the customers from the stamping automation business unit of ABB.According to the scores and ranking,the six customers are arranged on the vertical axis,where the top 4 will be placed in the upper half of the box.(2)We derive that the ABB automatic stamping business unit's competitiveness won the first place,and place the ABB automatic stamping business units on the abscissa on the right side of the box.(3)We use the large customer recognition and the selection matrix to identify the large customers of the stamping automation business unit of ABB.Finally,this paper puts forward four strategies about the large customers marketing of the stamping automation business unit of ABB,based on the research above.The first point is to establish and improve the marketing culture of large customers;the second point is to understand in-depth about the needs of large customers;the third point is to increase the interaction with the senior staff;the fourth point is to establish the large customer marketing team.The innovation of this paper is that the theory of large customers is first used to study and analyze the large customers marketing strategy of the stamping automation of ABB,and the large customer identification and the selection matrix are adopted for the re-recognition of the large customers from the automatic stamping business unit of ABB.Based on these theories,we put forward some constructive suggestions. |
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