【摘要】：中國(guó)經(jīng)過(guò)30多年的改革開放,快速發(fā)展,截止2012年GDP已經(jīng)達(dá)到47億人民幣,是世界上第二大經(jīng)濟(jì)體。預(yù)計(jì)未來(lái)20年,中國(guó)將超越美國(guó)。30多年的發(fā)展,不僅體現(xiàn)在數(shù)字上,各行各業(yè)都得到了突飛猛進(jìn)的發(fā)展,新技術(shù)的不斷涌現(xiàn),創(chuàng)新產(chǎn)品的不斷推進(jìn),極大的推進(jìn)了社會(huì)主義現(xiàn)代化進(jìn)程。在這一個(gè)過(guò)程中,作為中國(guó)工業(yè)的基石,裝備制造業(yè)得到了非常迅猛的發(fā)展。特別是自動(dòng)化水平的提高,提升了生產(chǎn)效率,作業(yè)的安全性。很多早期無(wú)法生產(chǎn)的產(chǎn)品,加工的材料也都能實(shí)現(xiàn)國(guó)產(chǎn)化,很多已經(jīng)達(dá)到并超過(guò)國(guó)際水平。而且,整個(gè)行業(yè)自動(dòng)水平的提升,不但順應(yīng)產(chǎn)業(yè)的發(fā)展規(guī)律,也順應(yīng)中國(guó)社會(huì)的發(fā)展。特別是對(duì)于中國(guó)應(yīng)對(duì)人口老齡化,“人口紅利”減少,人均效率提升,人性化生產(chǎn),提升人員收入等諸多政策問(wèn)題,社會(huì)問(wèn)題,都是一個(gè)很好的“藥方”。在中國(guó)的“十二五”規(guī)律中,裝備制造業(yè),特別是高端裝備制造業(yè)也被列為重點(diǎn)發(fā)展的產(chǎn)業(yè)之一。 作為裝備制造業(yè)的“大腦”和“中樞神經(jīng)”的控制系統(tǒng),自動(dòng)化水平的高低無(wú)疑是決定設(shè)備等級(jí)最為核心的因素之一。而控制系統(tǒng)最終是由各種各樣的電氣產(chǎn)品組成。比如工業(yè)電腦,微處理器,交直流調(diào)速,可編程控制器,運(yùn)動(dòng)驅(qū)動(dòng)部件,各種智能儀表,人機(jī)交互界面,軟件系統(tǒng)等等。中國(guó)在應(yīng)用層面從無(wú)到有,研發(fā)階段也是從無(wú)到有。目前工業(yè)自動(dòng)化市場(chǎng)得到了極大的豐富和滿足,但也面臨這一些具體問(wèn)題。比如,核心技術(shù),核心產(chǎn)品還在被歐美日等國(guó)壟斷,高精尖的產(chǎn)品還無(wú)法國(guó)產(chǎn)化,國(guó)產(chǎn)自有品牌只能走一些低端路線。而且,由于中國(guó)的日益強(qiáng)大,國(guó)外的技術(shù)封鎖問(wèn)題也變得越來(lái)越來(lái)突出。這些無(wú)疑會(huì)影響整個(gè)行業(yè)繼續(xù)向上的步伐,也會(huì)影響國(guó)家的工業(yè)長(zhǎng)期政策的執(zhí)行。所以,一代代的工控人殫精竭慮,自強(qiáng)不息。技術(shù)和產(chǎn)品都不斷加大研發(fā)和推出的力度和速度。 在眾多自動(dòng)化產(chǎn)品中,HMI (Human Machine Interface中文翻譯：人機(jī)界面或工業(yè)觸摸屏)作為機(jī)臺(tái)設(shè)備重要組成部分,而且是和人交互的部件,顯得尤為重要。觸摸屏的出現(xiàn)最早是替代機(jī)臺(tái)上的按鈕開關(guān),隨著數(shù)十年的發(fā)展,已經(jīng)從簡(jiǎn)單的替代交互面板工作變成了信息數(shù)據(jù)存儲(chǔ)交互的重要媒介,并且隨LED和顯示技術(shù)的發(fā)展,卓越的顯示性能已經(jīng)能取代很多控制中心完成的工作。另外一方面,也大大簡(jiǎn)化了機(jī)臺(tái)的設(shè)計(jì),提升效率,提高安全性。完全符合“智能機(jī)器”的發(fā)展理念。 HMI產(chǎn)品的技術(shù)成熟,廣泛應(yīng)用,也為眾多廠商提供了進(jìn)一步發(fā)展的空間。無(wú)論是歐美,韓日,臺(tái)灣,本土都有重要的產(chǎn)品不斷的推向市場(chǎng)。進(jìn)而進(jìn)一步提升了設(shè)備的檔次,便利性,性價(jià)比。但競(jìng)爭(zhēng)也變得越發(fā)激烈和殘酷,無(wú)論從區(qū)域,從行業(yè),從產(chǎn)品各個(gè)維護(hù)展開廝殺。 一片泛紅中,如何在這種格局下脫穎而出,戰(zhàn)略微調(diào),產(chǎn)品再定位,調(diào)整市場(chǎng)營(yíng)銷策略,確保執(zhí)行,找出企業(yè)實(shí)實(shí)在的競(jìng)爭(zhēng)優(yōu)勢(shì),顯得尤為重要,也是擺在每個(gè)廠商面前迫切的問(wèn)題。 本文從臺(tái)達(dá)公司面臨的國(guó)內(nèi)形勢(shì)著手,分析了公司面臨的經(jīng)濟(jì)環(huán)境、行業(yè)發(fā)展現(xiàn)狀以及企業(yè)內(nèi)部的資源,通過(guò)對(duì)臺(tái)達(dá)公司HMI產(chǎn)品的五力分析,SWOT分析,找出自身的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇、挑戰(zhàn)。找出合適的戰(zhàn)略布局、產(chǎn)品定位,做出務(wù)實(shí)而有效的市場(chǎng)發(fā)展策略,并確保操作面的可執(zhí)行性。 一個(gè)企業(yè)的發(fā)展,一項(xiàng)業(yè)務(wù)的成敗,不僅僅取決于產(chǎn)品本身。適合的市場(chǎng)定位、市場(chǎng)策略、執(zhí)行效果都會(huì)影響最終的結(jié)果。在眾多企業(yè)中,大家都知道如何定戰(zhàn)略、并進(jìn)行分解。而本文的重點(diǎn)是落在具體的措施和實(shí)施上面。以小見大,折射一個(gè)完整的行業(yè)生態(tài)。
[Abstract]:After more than 30 years of reform and opening up, China has developed rapidly. By 2012, China's GDP has reached 4.7 billion RMB, which is the second largest economy in the world. In this process, as the cornerstone of China's industry, the equipment manufacturing industry has developed very rapidly. Especially, the improvement of automation level improves the production efficiency and the safety of operation. Many of them have reached and exceeded the international level. Moreover, the upgrading of the whole industry not only conforms to the law of industrial development, but also conforms to the development of Chinese society. In the 12th Five-Year Plan of China, the equipment manufacturing industry, especially the high-end equipment manufacturing industry, has also been listed as one of the key industries.
As the control system of "brain" and "central nervous system" in the equipment manufacturing industry, the level of automation is undoubtedly one of the most important factors to determine the level of equipment. And the control system is ultimately composed of a variety of electrical products. At present, the industrial automation market has been greatly enriched and satisfied, but also faced with some specific problems. For example, core technology, core products are still monopolized by Europe, America and Japan, high-end products. And because of China's growing strength, the problem of technological blockade abroad has become increasingly prominent. These will undoubtedly affect the pace of the industry as a whole and the implementation of the country's long-term industrial policy. Therefore, generation after generation of industrial controllers are working very hard. Technology and products constantly increase the intensity and speed of R & D and launch.
Among many automation products, HMI (Human Machine Interface) is an important part of machine equipment, and it is also an interactive part with people, which is particularly important. Mutual panel work has become an important medium for information and data storage and interaction, and with the development of LED and display technology, excellent display performance has been able to replace many control centers to complete the work.
The technology of HMI products is mature and widely used, which also provides the space for further development for many manufacturers. Whether in Europe, America, Korea, Japan, Taiwan, there are important domestic products to the market. Product maintenance and fight.
In this situation, how to stand out, fine-tune the strategy, reposition the product, adjust the marketing strategy, ensure the implementation, find out the actual competitive advantage of the enterprise, is particularly important, and is also an urgent problem for each manufacturer.
Starting from the domestic situation faced by Delta, this paper analyzes the economic environment, industry development status and internal resources faced by the company. Through the five-force analysis of Delta's HMI products, SWOT analysis, we can find out our own strengths, weaknesses, opportunities and challenges. Market development strategy and ensure the execution of operation surface.
The development of an enterprise and the success or failure of a business depend not only on the product itself. Suitable market positioning, market strategy and execution effect will affect the final result. In many enterprises, everyone knows how to set the strategy and decompose it. The focus of this paper is on specific measures and implementation. Complete industry ecology.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.6

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