本文關(guān)鍵詞：ABB智能家居產(chǎn)品市場競爭戰(zhàn)略研究　出處：《山東大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：智能家居控制系統(tǒng)是隨著計算機、網(wǎng)絡(luò)、電子技術(shù)、高科技制造業(yè)的興起發(fā)展起來的一個專業(yè)市場。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間,從最初的簡單燈光控制,發(fā)展到了現(xiàn)在通過計算機技術(shù)、網(wǎng)絡(luò)技術(shù)對建筑內(nèi)的許多電氣設(shè)備進行智能化控制,達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)備歸納起來有以下內(nèi)容：燈光控制、燈光調(diào)光、電動窗簾、電動百葉控制、空調(diào)控制、地暖控制、觸摸屏控制、電話遠程控制等等。 作為一個高科技產(chǎn)品,有著無窮的發(fā)展?jié)摿?隨著房地產(chǎn)市場的快速發(fā)展,市場需求日益增大。眾多國際國內(nèi)知名公司提前布局,依靠各自的資金實力、研發(fā)實力、營銷網(wǎng)絡(luò)進入到這個領(lǐng)域。短短幾年,這里已經(jīng)成為了許多國際大公司爭奪的重要陣地,ABB、施耐德、西門子、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新興領(lǐng)域扮演主導(dǎo)的角色。 本文分為六個部分,第一部分首先對競爭戰(zhàn)略的相關(guān)理論進行了綜述；第二部分站在跨國企業(yè)的角度,在有關(guān)競爭戰(zhàn)略研究理論的基礎(chǔ)上,采用文獻分析、案例分析、訪談等多種研究方法,運用PEST分析、波特五力模型、SWOT分析等管理工具對ABB智能家居產(chǎn)品在中國大陸市場所處的行業(yè)競爭狀況和競爭特征進行了分析。對ABB智能家居所處的外部競爭環(huán)境、內(nèi)部環(huán)境和能力進行了詳細分析,劃分了智能家居行業(yè)的戰(zhàn)略群體。第三部分對可能采取的競爭戰(zhàn)略：總成本領(lǐng)先戰(zhàn)略、集中化戰(zhàn)略、差異化戰(zhàn)略進行了可行性分析,進而明確了下一步將要實施的競爭策略為差異化戰(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、市場營銷幾方面給出實現(xiàn)競爭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施差異化戰(zhàn)略的風(fēng)險和應(yīng)對措施。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)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.6

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本文編號：1370677