本文關(guān)鍵詞：ABB智能家居產(chǎn)品市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略研究　出處：《山東大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：智能家居控制系統(tǒng)是隨著計(jì)算機(jī)、網(wǎng)絡(luò)、電子技術(shù)、高科技制造業(yè)的興起發(fā)展起來(lái)的一個(gè)專(zhuān)業(yè)市場(chǎng)。大約興起于二十世紀(jì)末,到目前發(fā)展了大約二十年的時(shí)間,從最初的簡(jiǎn)單燈光控制,發(fā)展到了現(xiàn)在通過(guò)計(jì)算機(jī)技術(shù)、網(wǎng)絡(luò)技術(shù)對(duì)建筑內(nèi)的許多電氣設(shè)備進(jìn)行智能化控制,達(dá)到提高人們生活舒適度、綠色節(jié)能的效果。智能家居所控制的電氣設(shè)備歸納起來(lái)有以下內(nèi)容：燈光控制、燈光調(diào)光、電動(dòng)窗簾、電動(dòng)百葉控制、空調(diào)控制、地暖控制、觸摸屏控制、電話遠(yuǎn)程控制等等。 作為一個(gè)高科技產(chǎn)品,有著無(wú)窮的發(fā)展?jié)摿?隨著房地產(chǎn)市場(chǎng)的快速發(fā)展,市場(chǎng)需求日益增大。眾多國(guó)際國(guó)內(nèi)知名公司提前布局,依靠各自的資金實(shí)力、研發(fā)實(shí)力、營(yíng)銷(xiāo)網(wǎng)絡(luò)進(jìn)入到這個(gè)領(lǐng)域。短短幾年,這里已經(jīng)成為了許多國(guó)際大公司爭(zhēng)奪的重要陣地,ABB、施耐德、西門(mén)子、羅格朗、Control4、快思聰、飛利浦、松下、海爾、海信等等,都加大了投入,希望能夠在這樣一個(gè)新興領(lǐng)域扮演主導(dǎo)的角色。 本文分為六個(gè)部分,第一部分首先對(duì)競(jìng)爭(zhēng)戰(zhàn)略的相關(guān)理論進(jìn)行了綜述；第二部分站在跨國(guó)企業(yè)的角度,在有關(guān)競(jìng)爭(zhēng)戰(zhàn)略研究理論的基礎(chǔ)上,采用文獻(xiàn)分析、案例分析、訪談等多種研究方法,運(yùn)用PEST分析、波特五力模型、SWOT分析等管理工具對(duì)ABB智能家居產(chǎn)品在中國(guó)大陸市場(chǎng)所處的行業(yè)競(jìng)爭(zhēng)狀況和競(jìng)爭(zhēng)特征進(jìn)行了分析。對(duì)ABB智能家居所處的外部競(jìng)爭(zhēng)環(huán)境、內(nèi)部環(huán)境和能力進(jìn)行了詳細(xì)分析,劃分了智能家居行業(yè)的戰(zhàn)略群體。第三部分對(duì)可能采取的競(jìng)爭(zhēng)戰(zhàn)略：總成本領(lǐng)先戰(zhàn)略、集中化戰(zhàn)略、差異化戰(zhàn)略進(jìn)行了可行性分析,進(jìn)而明確了下一步將要實(shí)施的競(jìng)爭(zhēng)策略為差異化戰(zhàn)略；第四部分從品牌形象、產(chǎn)品技術(shù)、組織結(jié)構(gòu)、客戶服務(wù)、人力資源、市場(chǎng)營(yíng)銷(xiāo)幾方面給出實(shí)現(xiàn)競(jìng)爭(zhēng)策略所需要的保障措施,從而保持和鞏固在ABB公司在該行業(yè)的領(lǐng)先地位；第五部分則提出了實(shí)施差異化戰(zhàn)略的風(fēng)險(xiǎn)和應(yīng)對(duì)措施。最后給出本文研究的結(jié)論和建議。
[Abstract]:Home Furnishing intelligent control system is with the development of computer, network, electronic technology, a professional market development of high-tech manufacturing industry. It emerged at the end of twentieth Century, to the current development of about twenty years, from the initial simple light control, the development of the current through computer technology, intelligent control network technology electrical equipment in buildings, to improve the living comfort, green energy-saving effect. The electrical equipment controlled by the intelligent Home Furnishing summed up as following: lighting control, lighting dimming, electric curtains, electric shutter control, air conditioning control, heating control, touch screen control, telephone remote control and so on.
As a high-tech product, has great potential, with the rapid development of the real estate market, the market demand is increasing. Many domestic and international famous companies ahead of the layout, depending on their financial strength, R & D, marketing network to enter this field. Just a few years, it has become an important position, many large international the company for the ABB, Schneider, SIEMENS, Legrand, Control4, Crestron, PHILPS, Matsushita, Haier, Hisense and so on, have increased investment, hope to be able to play the main guide in such an emerging field role.
This paper is divided into six parts, the first part of the competition strategy theory are reviewed; the second part in the angle of the enterprises, based on the research of competitive strategy theory, using literature analysis, case analysis, interviews and other various research methods, the use of PEST analysis, Potter five forces model, SWOT analysis and management tools and analyzes the competitive situation and characteristics of ABB intelligent Home Furnishing products are in the mainland market China industry. The ABB of intelligent Home Furnishing external environment, internal environment and ability are analyzed in detail. The division of strategic group intelligence industry. The third part of the Home Furnishing possible competition strategies: overall cost leadership the strategy, focus strategy, differentiation strategy, carried out a feasibility analysis, and clear the next step will be the implementation of competitive strategy is differentiation strategy; the fourth part from the brand Image, product technology, organizational structure, customer service, human resources, security measures of marketing aspects are needed to achieve competitive strategy, in order to maintain and consolidate the leading position in the ABB company in the industry; the fifth part puts forward the implementation of risk measures and differentiation strategy. The conclusion and suggestion are given in this paper study.

【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.6

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本文編號(hào)：1370677