本文選題：不間斷電源 + 市場(chǎng)營(yíng)銷��； 參考：《北京交通大學(xué)》2013年碩士論文

【摘要】：不間斷電源(Uninterruptible Power Supply,簡(jiǎn)稱UPS)正以每年9%-10%的速度增長(zhǎng)。隨著網(wǎng)絡(luò)應(yīng)用的普及與深入,計(jì)算機(jī)網(wǎng)絡(luò)技術(shù)、通信網(wǎng)絡(luò)和傳輸技術(shù)開始走向融合,如何保證重要的網(wǎng)絡(luò)基礎(chǔ)設(shè)施和高速傳輸?shù)臄?shù)據(jù)平臺(tái)不間斷運(yùn)行,UPS起著不可或缺的作用。隨著中國(guó)加入世界貿(mào)易組織(WTO),越來(lái)越多的跨國(guó)公司進(jìn)入了中國(guó)市場(chǎng)。國(guó)外主要電源供應(yīng)商也逐漸看好中國(guó)電力電子電源市場(chǎng)的巨大潛力,紛紛把重點(diǎn)轉(zhuǎn)向中國(guó)大陸,國(guó)內(nèi)UPS市場(chǎng)競(jìng)爭(zhēng)環(huán)境也發(fā)生著日新月異的變化。 伊頓目前是全球前三大不間斷電源品牌和制造商之一,本文選擇伊頓公司作為研究案例,根據(jù)市場(chǎng)營(yíng)銷環(huán)境分析理論,市場(chǎng)營(yíng)銷學(xué),營(yíng)銷策略,產(chǎn)品策略等基礎(chǔ)理論,在獲得各種資料數(shù)據(jù)的基礎(chǔ)上,對(duì)伊頓的營(yíng)銷策略進(jìn)行分析。并結(jié)合伊頓不間斷電源產(chǎn)品在中國(guó)市場(chǎng)的經(jīng)營(yíng)現(xiàn)狀,和自身參與伊頓不間斷產(chǎn)品新產(chǎn)品開發(fā)和市場(chǎng)導(dǎo)入過(guò)程的經(jīng)歷,建議企業(yè)在中國(guó)不間斷電源中國(guó)市場(chǎng)應(yīng)采取的產(chǎn)品策略,同時(shí)也可以為國(guó)內(nèi)不間斷電源廠商提供一點(diǎn)小小的啟示。 通過(guò)對(duì)伊頓的外部營(yíng)銷環(huán)境,內(nèi)部營(yíng)銷環(huán)境進(jìn)行分析,辯明企業(yè)相對(duì)行業(yè)所具備的優(yōu)勢(shì)和劣勢(shì),并利用SWOT矩陣對(duì)伊頓的優(yōu)勢(shì),劣勢(shì),機(jī)會(huì),威脅進(jìn)行匹配。根據(jù)企業(yè)戰(zhàn)略目標(biāo),選擇正確的目標(biāo)市場(chǎng)和營(yíng)銷策略,并建議伊頓在中國(guó)市場(chǎng)的產(chǎn)品策略應(yīng)側(cè)重品牌策略提升品牌的行業(yè)知名度和影響力、新產(chǎn)品開發(fā)策略提升產(chǎn)品技術(shù)創(chuàng)新能力和縮短新產(chǎn)品開發(fā)周期、產(chǎn)品組合策略提升有競(jìng)爭(zhēng)力的產(chǎn)品和服務(wù),才能適應(yīng)市場(chǎng)需求的變化,并更好的滿足不同客戶的各種需求。
[Abstract]:Uninterruptible Power Supply (UPS) is increasing at the speed of 9%-10% every year. With the popularization and deepening of network applications, computer network technology, communication network and transmission technology are beginning to merge. How to ensure that important network infrastructure and high-speed data platform run continuously, UPS can not or can not be used. With China's entry into the World Trade Organization (WTO), more and more multinational companies have entered the Chinese market. The major power suppliers in foreign countries have also gradually looked bullish on the great potential of China's power and electronic power supply market, turning their focus to mainland China, and the competitive environment of the domestic UPS market has also changed with each passing day.
Eaton is one of the top three uninterrupted power brands and manufacturers in the world. This article selects the Eaton Corp as a research case. According to the theory of marketing environment analysis, marketing, marketing strategy, product strategy and other basic theories, the marketing strategy of Eaton is analyzed on the basis of all kinds of data data, and Eaton is combined with Eaton. The current situation of uninterrupted power supply in the Chinese market, and the experience of participating in the development of Eaton's uninterrupted new products and the process of market introduction, suggest that the enterprise should adopt the product strategy in China's uninterrupted power supply in China, and also provide a little inspiration for the domestic uninterrupted power suppliers.
Through the analysis of Eaton's external marketing environment and the internal marketing environment, it identifies the advantages and disadvantages of the enterprise relative to the industry, and uses the SWOT matrix to match Eaton's advantages, disadvantages, opportunities and threats. According to the strategic objectives of the enterprise, the correct target market and marketing strategy are chosen, and Eaton's products in the Chinese market are suggested. The strategy should focus on brand strategy to enhance brand awareness and influence. New product development strategies improve product technology innovation ability and shorten new product development cycle. Product portfolio strategy promotes competitive products and services to adapt to changes in market demand and better meet the needs of different customers.

【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F273.2;F416.6

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