关键词:集团公司;营销战略;市场占有率;西门子
分类号:
北京交通大学专业硕士学位论文 ABSTRACT
ABSTRACT
Usually, a group company is constituted by a parent company and a number of
subsidiary company, the parent company control subsidiary company by ruling their
sales, finance or operation. So,how does a group company manage their subsidiary
companies by control their sales strategy This paper is base on the study on sales
strategy of Siemens Energy Transmission Group, use marketing strategy relative
theories to summarizemerits and dismeritsofcollectivized sales strategy and give
improvement measures, which could help group companies to adaptChineseelectricity
market and enhance market share in this market. Moreover, give example to group
companies under same circumstances.First of all,the paper introduced market sales
management theory, 5C,STP and 4Ps analysis theory. Second of all,the paper uses 5C
analysis theory to analysis Siemens Energy Transmission Group's internal and outside
sales environment, main customers, partners and competitors, uses SWOT analysis
model to analysis Siemens Energy Transmission Group's strength, weakness,
opportunityand threat; uses STP analysis theory to analysis Siemens Energy
Transmission Group's market segmentation, target market and market position; uses
4Ps analysis theory to analysis Siemens Energy Transmission Group's product, price,
place and promotion strategy, and give some suggestions. Last but not least, summarize
the paper and analysis the advantage and disadvantage of collectivized sales strategy,
and give some suggestions.
KEYWORDS: Group ; Sales Strategy ; Market Share ; Siemens
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