發(fā)布時間：2018-06-05 01:33

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

【摘要】：電動機是把電能轉換成機械能的一種設備,低壓三相異步電動機應用行業(yè)非常廣泛,幾乎覆蓋所有設備制造行業(yè)。電動機的用電量在總用電量中占相當大的比重,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)能中的電動機節(jié)能就是工作的首要方向。作為中國電機制造的領導企業(yè),ABB電機公司始終堅持高質量的產品和高水平的能效標準,一直把推廣高效節(jié)能電動機作為企業(yè)義不容辭的責任,ABB自2007開始引進M3系列高效過程自動化系列電動機,2013年又開始引進M2系列高效率、高可靠性的普通工業(yè)用途電動機,2014年將全面啟動此新品的市場推廣和銷售工作。 本文主要按照外部分析和內部分析的思路,結合ABB電機公司的新品如何成功推入市場的目標,運用市場調研的方法進行研究,最終提出ABB電機公司M2系列高效節(jié)能新品的推廣策略。 首先,提出問題。ABB電機公司M2系列電機已經設計完成,需要盡快制定新品推廣策略并展開實施。 其次,分析問題,分析國內電機市場并運用PEST理論、波特五力模型、市場細分和定位理論對ABB電機公司的經營環(huán)境、產品定位以及產品結構進行分析。 再次,運用市場調研方法,對電機主要應用不同行業(yè)進行分析,確定M2系列電機的主要推廣行業(yè)。 最后,針對不同行業(yè)運用"4Ps-4Cs-4Rs"的市場營銷組合理論提出主要細分行業(yè)的市場營銷組合策略并建立推廣計劃能順利執(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.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.61

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本文編號：1979805