Research On The Brand Culture Marketing Strategy Of Phoenix Contact Power Supply Company

Multiply international industrial company have attended Chinese market over 20 years or more,most of which have achieved over 20%growth annual and earned considerable profit.However it is evitable that the more those international companies earned,the global growth are more rely on Chinese market.Especially in the latest two years,Chinese Industry is also facing the challenge from the continuous growth,and meanwhile the global economy is standing in a low speed,consequently each giant company is launching their new organizational strategy to promote the satisfaction of customer service,buying,OEM,labeled,investment are the immediate activity to broaden the product range.Followed by among behaviors,not each product can play a key role as planned,some of which is disappeared in the market.The article adopts the thesis of Brand and the culture of Brand;introduce the basic concept of brand and element,analyze related six aspects of Industrial brand,focus on the development of Power Supplies from Phoenix Contact in China,extend the promoting thesis in China market via the strategy of culture to select value,provide value,transmit value to the market.Via the research the sub-product line Power Supplies under the one brand of PHOENIX CONTACT,investigate the industry related Power Supplies,compared with its major competitors and investigate the trend of customers,to find out the corresponding selling strategy internal and external transported through the company value and cultural promotion.For the strategy of brand culture,the article collects the investigation related all the process including company sales and clients,to list all the concern related application and other brands,to figure out the most benefit element of the brand,combine together to establish the unique Brand Culture,the slogan could be "PHOENIX CONTACT,amiable guarantees the power supply of your device's safety." During the combination strategy,through the event of new Power Supply company established at June,2014,to build the visible remark and spokesman,to expose the strong capability of design,and improve the quality system to level up the brand culture in a high level,build the brand of the company culture,employee to make internal and external influence.Meanwhile,the article lists the detail action to improve the product,employee and management.The paper also mentions the chance and risk followed by the transformation of Chinese economy and Industry 4.0 which will lead to an effect in the near future.