摘 要
工业电源是工业领域的基础产业之一，是我国工业发展提供了动力源泉。西
门子工业电源是国内现有工业电源公司中的佼佼者，近年来随着工业等各个领域
的发展而不断壮大。但随着市场发展，模仿者和新进入者的竞相出现，给西门子
工业电源带来了一定的阻力，公司需要制定更加完备的营销策略，推动西门子工
业电源在国内市场的又一轮发展，从而提高整体竞争力
本文运用 SWOT 理论分析模型、波特五力竞争力模型、市场细分理论、4C
营销理论等市场营销理论和模型，结合西门子公司在市场上的具体表现，分析并
论述了西门子工业电源在中国市场竞争中所处的地位、所面临的市场环境、自身
机遇挑战和优势劣势等，基于分析给出西门子工业电源的相应营销策略
本文共分为四个部分。第一部分阐述研究的背景、意义，同时阐述了论文应
用到的营销理论，体现在第一、二章；第二部分通过中国市场上西门子工业电源
现行的营销策略的分析，找出现行营销策略中存在的问题或不恰当之处，体现为
第三章。第三部分对西门子工业电源所处的市场环境分别从外部宏观环境、行业
环境、西门子工业电源的客户需求、自身环境和主要竞争对手五个方面进行了分
析和阐述，为第四章内容；最后对西门子在工业电源市场上的主要竞争对手进行
了分析，主要分析对象为菲尼克斯、魏德米勒、PULS 和明纬公司。第四部分就
西门子工业电源的营销策略提出了建议，为第五章内容。第五章在第三、四部分
分析的基础上，对西门子工业电源的营销策略进行了调整，包括市场拓展、差异
化策略和产品及服务本地化方面等
关键词：西门子，工业电源，营销策略，本地化，差异化
Abstract
Industry power supply is one of the basic industries,providing power to our
industry development.The Siemens industry power supply is the outstanding one,and
expans with the industry develops.But the simulators and new entrants become
more,bringing some obstruction.So the Siemens need to make prefect marketing
strategy,promting the second development in industry power supply.
Article introduces the SOWT Anlyses Model、Michael Porter’s Five Forces
Model、Market Segmentation Theory、The Marketing Theory of 4Cs and The
Differentiated Marketing Theory,combing the Siemens’s specific situation in the
nowadays market,analyses and introduces social status、the market environment、the
challenge and opportunity the firm faces、the advantage and disadvantages and
son.Based on all of these,adjust the current marketing strategies.
Article was divided into four parts.The first part introduces the background
and importance of the research,and introduces the theory of marketing,it’s the first and
second chapter.The second part:chapter three,it mainly talks about the marketing
strategy in China nowadays,and the shortage of the strategy.The third part anlyses
Siemens’ the marketing environment、industry environment、customer needs、
self-environment and main competitors,including Phoenix、Weidmuller、PULS and
Meanwell,based on the theory in part one and part two.The forth part,chapter
five,combines the second and third part,puts forward some advices directed against
the points,eg.market development,differentiation strategy and products or sevices
localization.
Key words: Siemens, Industry power supply，Marketing Strategy，Localization，
Differentiation Strategy