本文選題：低壓產(chǎn)品　切入點(diǎn)：營(yíng)銷(xiāo)策略　出處：《廣西大學(xué)》2013年碩士論文

【摘要】：ABB是位列世界500強(qiáng)的電力與自動(dòng)化領(lǐng)域的領(lǐng)導(dǎo)廠商,其低壓產(chǎn)品是其重要的業(yè)務(wù)單元之一,從上個(gè)世紀(jì)90年代起,ABB公司的低壓產(chǎn)品業(yè)務(wù)在中國(guó)市場(chǎng)得到了快速的增長(zhǎng),而要在今后一段時(shí)期內(nèi)保持市場(chǎng)的持續(xù)增長(zhǎng),除了在經(jīng)濟(jì)發(fā)達(dá)地區(qū)鞏固市場(chǎng)份額,必須要以廣西這樣的欠發(fā)達(dá)地區(qū)作為新的利潤(rùn)增長(zhǎng)點(diǎn)。因此研究ABB公司低壓產(chǎn)品在廣西市場(chǎng)的營(yíng)銷(xiāo)策略,提高公司在廣西的營(yíng)銷(xiāo)能力和經(jīng)營(yíng)效益是非常重要和必要的。 本文先介紹了低壓產(chǎn)品及其市場(chǎng)概況,然后從ABB公司的低壓產(chǎn)品在廣西的市場(chǎng)現(xiàn)狀入手,詳細(xì)分析了ABB這一高端產(chǎn)品在廣西這個(gè)經(jīng)濟(jì)欠發(fā)達(dá)的市場(chǎng)推廣所存在的問(wèn)題。在這個(gè)基礎(chǔ)上,著手對(duì)ABB公司的營(yíng)銷(xiāo)策略進(jìn)行研究和改進(jìn)。通過(guò)對(duì)ABB公司的外部市場(chǎng)環(huán)境、公司的內(nèi)部條件、行業(yè)的競(jìng)爭(zhēng)狀況以及在廣西市場(chǎng)的SWOT分析,明確其在廣西細(xì)分市場(chǎng)中的目標(biāo)市場(chǎng)及市場(chǎng)定位,從而制定出針對(duì)廣西市場(chǎng)的產(chǎn)品、價(jià)格、渠道和促銷(xiāo)策略,以及客戶(hù)關(guān)系管理策略和品牌策略。并對(duì)此策略在實(shí)施中的關(guān)鍵問(wèn)題做出相應(yīng)的保障措施。 本文的研究成果對(duì)于提升ABB公司在廣西的營(yíng)銷(xiāo)能力將具有重要的推動(dòng)作用,并且可以給同類(lèi)產(chǎn)品的市場(chǎng)營(yíng)銷(xiāo)工作提供借鑒。
[Abstract]:ABB is a leading manufacturer of electric power and automation in the world's top 500. Its low-voltage products are one of its important business units. Since the 1990s, ABB's low-voltage product business has been growing rapidly in the Chinese market. In order to maintain sustained market growth for a period of time to come, apart from consolidating market share in economically developed regions, Therefore, it is very important and necessary to study the marketing strategy of low voltage products of ABB Company in Guangxi market and to improve the marketing ability and operating efficiency of the company in Guangxi. This paper first introduces the low-voltage products and their market situation, and then starts with the current market situation of low-voltage products of ABB Company in Guangxi. This paper analyzes in detail the problems existing in the promotion of ABB, a high-end product, in Guangxi, an underdeveloped market. On this basis, the marketing strategy of ABB Company is studied and improved. By means of the external market environment of ABB Company, The internal conditions of the company, the competitive situation of the industry and the SWOT analysis of the Guangxi market, the target market and market positioning of the company in the Guangxi subdivision market are clarified, and the products, prices, channels and promotion strategies for the Guangxi market are worked out. And customer relationship management strategy and brand strategy. The research results of this paper will play an important role in promoting the marketing ability of ABB Company in Guangxi, and can provide reference for the marketing work of similar products.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.6

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