發(fā)布時(shí)間：2018-06-05 01:33

  本文選題：PEST理論 + 五力模型��； 參考：《華東理工大學(xué)》2015年碩士論文

【摘要】：電動(dòng)機(jī)是把電能轉(zhuǎn)換成機(jī)械能的一種設(shè)備,低壓三相異步電動(dòng)機(jī)應(yīng)用行業(yè)非常廣泛,幾乎覆蓋所有設(shè)備制造行業(yè)。電動(dòng)機(jī)的用電量在總用電量中占相當(dāng)大的比重,其用電量約占工業(yè)用電量的75%左右,占總用電量的64%左右。提到節(jié)能減排,工業(yè)節(jié)能中的電動(dòng)機(jī)節(jié)能就是工作的首要方向。作為中國電機(jī)制造的領(lǐng)導(dǎo)企業(yè),ABB電機(jī)公司始終堅(jiān)持高質(zhì)量的產(chǎn)品和高水平的能效標(biāo)準(zhǔn),一直把推廣高效節(jié)能電動(dòng)機(jī)作為企業(yè)義不容辭的責(zé)任,ABB自2007開始引進(jìn)M3系列高效過程自動(dòng)化系列電動(dòng)機(jī),2013年又開始引進(jìn)M2系列高效率、高可靠性的普通工業(yè)用途電動(dòng)機(jī),2014年將全面啟動(dòng)此新品的市場(chǎng)推廣和銷售工作。 本文主要按照外部分析和內(nèi)部分析的思路,結(jié)合ABB電機(jī)公司的新品如何成功推入市場(chǎng)的目標(biāo),運(yùn)用市場(chǎng)調(diào)研的方法進(jìn)行研究,最終提出ABB電機(jī)公司M2系列高效節(jié)能新品的推廣策略。 首先,提出問題。ABB電機(jī)公司M2系列電機(jī)已經(jīng)設(shè)計(jì)完成,需要盡快制定新品推廣策略并展開實(shí)施。 其次,分析問題,分析國內(nèi)電機(jī)市場(chǎng)并運(yùn)用PEST理論、波特五力模型、市場(chǎng)細(xì)分和定位理論對(duì)ABB電機(jī)公司的經(jīng)營環(huán)境、產(chǎn)品定位以及產(chǎn)品結(jié)構(gòu)進(jìn)行分析。 再次,運(yùn)用市場(chǎng)調(diào)研方法,對(duì)電機(jī)主要應(yīng)用不同行業(yè)進(jìn)行分析,確定M2系列電機(jī)的主要推廣行業(yè)。 最后,針對(duì)不同行業(yè)運(yùn)用"4Ps-4Cs-4Rs"的市場(chǎng)營銷組合理論提出主要細(xì)分行業(yè)的市場(chǎng)營銷組合策略并建立推廣計(jì)劃能順利執(zhí)行的保障措施。
[Abstract]:Motor is a kind of equipment that converts electric energy into mechanical energy. Low-voltage three-phase asynchronous motor is widely used in many industries, covering almost all equipment manufacturing industries. The electric power consumption of the motor accounts for a large proportion of the total electricity consumption, which accounts for about 75% of the industrial electricity consumption and 64% of the total electricity consumption. When it comes to energy saving and emission reduction, the motor energy saving in industry is the primary direction of the work. As a leading enterprise in China's electrical machinery manufacturing, ABB Motor Company has always adhered to high quality products and high level of energy efficiency standards. The promotion of high efficiency and energy saving motors has always been regarded as an unshirkable responsibility of enterprises. ABB has introduced M3 series of high efficiency process automation series motors since 2007, and started to introduce M2 series of high efficiency in 2013. High reliability general industrial motor, 2014 will be fully launched the new product marketing and sales work. According to the thought of external analysis and internal analysis, this paper mainly studies how the new products of ABB Motor Company can be successfully pushed into the market, using the method of market research. Finally, the promotion strategy of M 2 series high efficiency and energy saving new products of ABB Motor Company is put forward. First of all, put forward question. ABB motor company M2 series motor has been designed, need to develop new product promotion strategy and start implementation as soon as possible. Secondly, it analyzes the domestic motor market and analyzes the operating environment, product positioning and product structure of ABB Motor Company by using PEST theory, Porter's five-force model, market segmentation and positioning theory. Thirdly, using the method of market research, this paper analyzes the main application of motor in different industries, and determines the main extension industry of M2 series motor. Finally, according to the marketing mix theory of "4Ps-4Cs-4Rs" in different industries, this paper puts forward the marketing combination strategy of the main subdivision industries and establishes the guarantee measures to carry out the promotion plan smoothly.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.61

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本文編號(hào)：1979805