本文選題：ABB公司 + 低壓電器產(chǎn)品��； 參考：《揚州大學》2013年碩士論文

【摘要】：ABB公司致力于為公用事業(yè)和工業(yè)客戶提高績效的同時降低其對環(huán)境的影響,占據(jù)著國內(nèi)低壓電器行業(yè)的高端市場,產(chǎn)品質(zhì)量在國內(nèi)享有很高的聲譽,但在產(chǎn)品同質(zhì)化趨勢日益嚴重、給低壓電器產(chǎn)品生產(chǎn)企業(yè)帶來了新的挑戰(zhàn)和課題。競爭的激烈導致企業(yè)不斷尋求提升競爭力的策略,因此研究企業(yè)市場競爭力現(xiàn)狀和提升非常重要和必要。 本文運用競爭力、核心競爭力的相關理論,采用PEST模型、PISM模型及五力作用模型,通過調(diào)查、訪談等獲取一手資料,在對有關資料進行收集、整理的基礎上,結合ABB公司的實際,研究ABB公司低壓電器產(chǎn)品自身及市場競爭對手的行為,分析本公司市場競爭力的現(xiàn)狀與構成,研究市場競爭力的提升策略。 對ABB公司在華市場的環(huán)境進行了分析,首先在PEST模型的基礎上,對影響中國低壓電器產(chǎn)品市場的宏觀環(huán)境進行了系統(tǒng)的分析,包括政治環(huán)境、經(jīng)濟環(huán)境、社會環(huán)境與科技環(huán)境的分析,指出中國低壓電器產(chǎn)品市場的巨大潛力,ABB公司可以大有所為。其次,運用波特的五力作用模型,深入剖析了ABB公司所處的競爭環(huán)境,確定出ABB公司低壓電器產(chǎn)品在華市場上表現(xiàn)出的極強綜合競爭實力,在華業(yè)務呈現(xiàn)可持續(xù)發(fā)展的良好態(tài)勢。第三運用PIMS模型從市場特性、企業(yè)競爭力及市場策略三個方面分析ABB低壓電器產(chǎn)品的市場競爭力現(xiàn)狀,在此基礎上從市場占有率、品牌知名度與美譽度、銷售網(wǎng)絡覆蓋率、產(chǎn)品推向市場能力和售后服務五個角度對其市場競爭力現(xiàn)狀作出評價。最后分析ABB公司競爭力存在的問題：如本土化經(jīng)營有待提高、內(nèi)外部溝通不順暢等。 研究認為ABB公司應從統(tǒng)一價格,嚴肅價格體系、包裝設計區(qū)域差異化、控制戰(zhàn)略性終端客戶、提升人力資源管理能力等方面提升ABB(中國)有限公司低壓部產(chǎn)品的市場競爭力,以實現(xiàn)公司可持續(xù)有盈利的發(fā)展目標。
[Abstract]:ABB is committed to improving the performance of public utilities and industrial customers while reducing its impact on the environment, occupying the high-end market in the domestic low-voltage electrical industry and enjoying a high reputation for product quality in China. However, the trend of product homogenization is becoming more and more serious, which brings new challenges and problems to low-voltage electrical products production enterprises. The fierce competition causes the enterprise to seek the strategy of improving the competitiveness constantly, therefore, it is very important and necessary to study the present situation and the promotion of the enterprise market competitiveness. This paper applies the theories of competitiveness and core competence, adopts pest model, PISM model and five-force action model, through investigation, interview and so on, obtains primary information, on the basis of collecting and sorting the relevant information, combining the actual situation of ABB Company. This paper studies the behavior of ABB's low-voltage electrical products and market competitors, analyzes the present situation and composition of the company's market competitiveness, and studies the strategy of improving the market competitiveness. Firstly, on the basis of pest model, this paper makes a systematic analysis of the macro environment affecting the market of low-voltage electrical appliances in China, including the political environment and economic environment. The analysis of social environment and scientific and technological environment points out the great potential of China's low voltage electrical products market. Secondly, by using Porter's five-force model, the paper analyzes the competition environment of ABB Company, and determines the strong comprehensive competitive strength of ABB's low-voltage electrical products in China market. Business in China presents a good trend of sustainable development. Thirdly, using the PIMS model to analyze the market competitive status of ABB low-voltage electrical products from three aspects: market characteristics, enterprise competitiveness and market strategy, and on this basis, from the market share, brand popularity and reputation, sales network coverage, Product to market ability and after-sales service five angles to evaluate its market competitiveness. Finally, the paper analyzes the problems of ABB's competitiveness, such as local management needs to be improved, internal and external communication is not smooth, and so on. The research suggests that ABB should enhance the market competitiveness of low pressure products of ABB (China) Co., Ltd from the aspects of unified price, strict price system, regional differentiation of packaging design, control of strategic terminal customers, and enhancement of human resource management ability. To achieve the company's sustainable and profitable development goals.
【學位授予單位】：揚州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.6

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