本文選題：ABB + 開關(guān)插座��； 參考：《北京交通大學(xué)》2014年碩士論文

【摘要】：隨著中國經(jīng)濟(jì)社會(huì)的不斷發(fā)展和人們物質(zhì)生活水平的提高,消費(fèi)者需求呈現(xiàn)多層次、多樣化和個(gè)性化特點(diǎn)。滿足客戶不同層次的需求,向消費(fèi)者提供質(zhì)量更優(yōu)的產(chǎn)品是企業(yè)在激烈的市場(chǎng)競(jìng)爭(zhēng)中保持持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)的關(guān)鍵,這就需要企業(yè)以客戶需求為導(dǎo)向,結(jié)合市場(chǎng)環(huán)境和自身能力制定出適合企業(yè)的營(yíng)銷戰(zhàn)略。ABB公司作為一家世界500強(qiáng)企業(yè),開關(guān)插座是低壓業(yè)務(wù)單元的其中一個(gè)產(chǎn)品,自1994年起開始進(jìn)入中國市場(chǎng)。目前,低壓業(yè)務(wù)單元已在中國設(shè)立4家生產(chǎn)型企業(yè)、4個(gè)物流中心、15個(gè)服務(wù)中心以及41家服務(wù)工作站,銷售業(yè)務(wù)覆蓋全國近270個(gè)城市。雖然ABB開關(guān)插座產(chǎn)品具有先進(jìn)技術(shù)方案,優(yōu)良的品質(zhì),但是ABB開關(guān)插座在中國的市場(chǎng)占有率一直較低。 為找出ABB開關(guān)插座市場(chǎng)競(jìng)爭(zhēng)力不強(qiáng)的深層次原因,本文擬運(yùn)用營(yíng)銷戰(zhàn)略的理論和市場(chǎng)營(yíng)銷的分析方法,在對(duì)ABB開關(guān)插座產(chǎn)品市場(chǎng)競(jìng)爭(zhēng)環(huán)境和市場(chǎng)地位進(jìn)行分析的基礎(chǔ)上,結(jié)合開關(guān)插座行業(yè)的宏觀環(huán)境和行業(yè)環(huán)境,制定出適合ABB開關(guān)插座產(chǎn)品的營(yíng)銷戰(zhàn)略。從開關(guān)插座行業(yè)的宏觀環(huán)境和行業(yè)環(huán)境看,一方面,隨著社會(huì)經(jīng)濟(jì)發(fā)展和城鎮(zhèn)化的不斷推進(jìn),開關(guān)插座的市場(chǎng)需求量也將不斷增加,具有較好的市場(chǎng)前景；另一方面,開關(guān)插座行業(yè)的市場(chǎng)準(zhǔn)入門檻較低,且市場(chǎng)集中度低,競(jìng)爭(zhēng)較為激烈。通過SWOT分析可以看出,ABB開關(guān)插座在自身的品牌建立、技術(shù)、銷售網(wǎng)絡(luò)和管理方面都有較大優(yōu)勢(shì),但存在的主要問題是產(chǎn)品價(jià)格較高、市場(chǎng)銷售靈活性較差,并且ABB開關(guān)插座知名度相對(duì)較低；從外部環(huán)境看,社會(huì)經(jīng)濟(jì)增長(zhǎng)和中國房地產(chǎn)市場(chǎng)的平穩(wěn)發(fā)展、國內(nèi)客戶對(duì)國際品牌的認(rèn)可、國家對(duì)產(chǎn)品安全要求逐步提高以及節(jié)能開關(guān)插座需求的不斷增加都為ABB開關(guān)插座提高市場(chǎng)占有率提供了機(jī)會(huì),但同時(shí)隨著國內(nèi)其它開關(guān)插座企業(yè)的發(fā)展以及品牌競(jìng)爭(zhēng)日趨激烈,也對(duì)ABB開關(guān)插座拓展市場(chǎng)帶來了一定的威脅。 綜上,ABB開關(guān)插座應(yīng)在充分抓住外部機(jī)遇的同時(shí),合理利用自身優(yōu)勢(shì),采取SO策略。通過市場(chǎng)細(xì)分,ABB開關(guān)插座應(yīng)確立以下五個(gè)主要目標(biāo)市場(chǎng)：即-類消費(fèi)城市的住宅、一類消費(fèi)城市的高端寫字樓、全國主要房地產(chǎn)商、連鎖酒店和超市、機(jī)場(chǎng)、火車站等大型基礎(chǔ)設(shè)施。針對(duì)不同的目標(biāo)市場(chǎng)應(yīng)分別實(shí)施不同的組合營(yíng)銷策略,包括產(chǎn)品策略、價(jià)格策略、分銷策略等。通過這些組合營(yíng)銷策略的實(shí)施,有效在近期提高ABB開關(guān)插座的銷售業(yè)績(jī)。
[Abstract]:With the continuous development of Chinese economy and society and the improvement of people's material living standard, consumer demand presents multi-level, diversified and individualized characteristics. To meet the needs of customers at different levels and to provide consumers with better quality products is the key for enterprises to maintain a sustainable competitive advantage in the fierce market competition, which requires enterprises to be customer-oriented. According to the market environment and its own ability, ABB Company is one of the top 500 enterprises in the world. The switch and socket is one of the products of the low voltage business unit, which has entered the Chinese market since 1994. At present, low voltage business units have set up 4 production enterprises, 4 logistics centers, 15 service centers and 41 service workstations in China. Although ABB switch and socket products have advanced technology, excellent quality, but ABB switch socket market share in China has been low. In order to find out the deep reasons why ABB switch and socket market competitiveness is not strong, this paper intends to use the theory of marketing strategy and the marketing analysis method, on the basis of analyzing the market competition environment and market position of ABB switch and socket products. Combining with the macro environment and industry environment of switch and socket industry, the marketing strategy suitable for ABB switch and socket products is worked out. From the macro environment and industry environment of switch and socket industry, on the one hand, with the continuous development of social economy and urbanization, the market demand of switch socket will also increase continuously, which has a better market prospect; on the other hand, Switch-socket industry market entry threshold is low, and the market concentration is low, the competition is more intense. Through SWOT analysis, we can see that ABB switch and socket have great advantages in brand building, technology, sales network and management, but the main problems are the high price of products and the poor flexibility of market sales. And ABB switch and socket relatively low visibility; from the external environment, social and economic growth and the smooth development of China's real estate market, domestic customers to the international brand recognition, The gradual improvement of national product safety requirements and the increasing demand for energy-saving switches and sockets provide an opportunity for ABB to increase its market share. However, with the development of other switch and socket enterprises in China and the increasingly fierce brand competition, Also to ABB switch socket to expand the market to bring certain threat. ABB switches and sockets should make full use of their own advantages and adopt so strategy while fully seizing the external opportunities. Through market subdivision ABB switch and socket should establish the following five main target markets: housing in a class of consumer cities, high-end office buildings in a class of consumer cities, major real estate developers in the country, chain hotels and supermarkets, airports, Train station and other large infrastructure. Different combination marketing strategies should be implemented for different target markets, including product strategy, price strategy, distribution strategy and so on. Through the implementation of these combined marketing strategies, ABB switch and socket sales effectively improved in the near future.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F416.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 王曉萍;;淺談電力市場(chǎng)營(yíng)銷戰(zhàn)略的創(chuàng)新[J];科技創(chuàng)新與應(yīng)用;2013年34期

2 李義龍;;開關(guān)插座的選購是建筑電氣中不容忽視的細(xì)節(jié)[J];工程建設(shè)與設(shè)計(jì);2009年06期

3 周常英,王濤;現(xiàn)階段我國開關(guān)插座行業(yè)市場(chǎng)分析[J];經(jīng)濟(jì)師;2005年06期

4 于善波;賈軒;;跨國公司本土化戰(zhàn)略及其啟示[J];黑龍江科技信息;2013年12期

5 朱治平;;木工機(jī)械行業(yè)基于顧客滿意度的服務(wù)營(yíng)銷策略[J];林業(yè)機(jī)械與木工設(shè)備;2013年12期

6 李巖;;關(guān)于電氣營(yíng)銷策略研究[J];科技資訊;2013年17期

7 劉金琰;周積剛;;插座式剩余電流電器相關(guān)標(biāo)準(zhǔn)解析[J];現(xiàn)代建筑電氣;2013年06期

8 ;發(fā)展高品質(zhì)低壓電器產(chǎn)品、滿足市場(chǎng)需求——訪北京ABB低壓電器有限公司總經(jīng)理王中丹女士[J];智能建筑電氣技術(shù);2007年04期

，

本文編號(hào)：2016351