本文選題：過(guò)程自動(dòng)化　切入點(diǎn)：服務(wù)　出處：《吉林大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：ABB作為電力與自動(dòng)化技術(shù)的領(lǐng)導(dǎo)企業(yè)之一，一直致力于幫助電力、工業(yè)和公共事業(yè)企業(yè)提高業(yè)績(jī)，同時(shí)降低企業(yè)風(fēng)險(xiǎn)。在低壓電器領(lǐng)域，ABB已經(jīng)成為行業(yè)領(lǐng)袖，但在過(guò)程自動(dòng)化服務(wù)領(lǐng)域，ABB還處于市場(chǎng)發(fā)展者，還受到同行業(yè)競(jìng)爭(zhēng)對(duì)手西門子和施耐德的挑戰(zhàn)。 ABB過(guò)程自動(dòng)工程與服務(wù)業(yè)務(wù)單元在這十幾年經(jīng)歷了快速的發(fā)展，2011年以來(lái)，在我國(guó)的“十二五”時(shí)期開局之年，經(jīng)濟(jì)發(fā)展處于轉(zhuǎn)型的關(guān)鍵時(shí)期。受到國(guó)內(nèi)宏觀調(diào)控和歐美債務(wù)危機(jī)的影響，金屬工業(yè)運(yùn)行呈現(xiàn)前高后低的態(tài)勢(shì)。鋼鐵產(chǎn)量保持較高增長(zhǎng)，經(jīng)濟(jì)下行壓力增大，生產(chǎn)運(yùn)行各項(xiàng)指標(biāo)逐月走低，鋼鐵價(jià)格震蕩，行業(yè)運(yùn)行困難越來(lái)越重，整個(gè)行業(yè)迎來(lái)歷史性寒冬。ABB冶金與有色金屬服務(wù)業(yè)務(wù)也因此面臨嚴(yán)峻的考驗(yàn)，，迫切需要調(diào)整并制定新的服務(wù)業(yè)務(wù)營(yíng)銷策略來(lái)幫助企業(yè)尋找利潤(rùn)空間，實(shí)現(xiàn)價(jià)值最大化。 本論文運(yùn)用市場(chǎng)營(yíng)銷、戰(zhàn)略策略、經(jīng)濟(jì)學(xué)等理論和方法，結(jié)合在ABB的具體項(xiàng)目和實(shí)踐經(jīng)驗(yàn)，分析并論述了ABB過(guò)程自動(dòng)化服務(wù)業(yè)務(wù)在中國(guó)競(jìng)爭(zhēng)市場(chǎng)中所處的地位，面臨的新的市場(chǎng)環(huán)境和市場(chǎng)需求變化，揭示了ABB過(guò)程自動(dòng)化工程與服務(wù)部的冶金營(yíng)銷戰(zhàn)略必須是以客戶為向?qū)�，結(jié)合市場(chǎng)與政策環(huán)境，根據(jù)客戶的實(shí)際需求制定出戰(zhàn)略。 本論文主體主要分為五部分： 論文首先介紹了研究背景、研究意義和內(nèi)容。其中研究背景主要介紹了ABB中國(guó)以及冶金服務(wù)業(yè)務(wù)的介紹和概述。 其次分析了ABB公司冶金服務(wù)業(yè)務(wù)的環(huán)境、競(jìng)爭(zhēng)環(huán)境、SWOT分析和內(nèi)部環(huán)境分析。從不同的角度深入分析了ABB公司冶金服務(wù)業(yè)務(wù)的現(xiàn)狀，找到ABB公司冶金服務(wù)業(yè)務(wù)在發(fā)展過(guò)程中存在的問(wèn)題和潛在威脅，同時(shí)也分析了ABB公司冶金服務(wù)業(yè)務(wù)的優(yōu)勢(shì)和價(jià)值。 第三，通過(guò)對(duì)ABB公司冶金服務(wù)業(yè)務(wù)的分析，明確ABB公司冶金服務(wù)業(yè)務(wù)的市場(chǎng)細(xì)分、目標(biāo)和定位。 第四，綜合以上的分析，得出ABB公司冶金服務(wù)業(yè)務(wù)的營(yíng)銷策略，主要包括四個(gè)方面--整體化與多元化結(jié)合的產(chǎn)品策略，差異化的價(jià)格策略，銷售人員和渠道策略，促銷策略等。 本文在分析ABB公司冶金服務(wù)業(yè)務(wù)的發(fā)展現(xiàn)狀及存在的問(wèn)題的基礎(chǔ)上，剖析企業(yè)發(fā)展瓶頸存在的主要原因，并為ABB公司冶金服務(wù)業(yè)務(wù)調(diào)整經(jīng)營(yíng)戰(zhàn)略，從而提高企業(yè)自身的行業(yè)競(jìng)爭(zhēng)力，擴(kuò)大其利潤(rùn)空間，進(jìn)一步維護(hù)企業(yè)的市場(chǎng)定位，制定出在未來(lái)更為行之有效的策略.
[Abstract]:As one of the leading power and automation technology companies, ABB has been working to help power, industrial and utility companies improve their performance while reducing enterprise risk. But ABB is still a market player in process automation services and is challenged by rivals Siemens and Schneider. ABB process automation engineering and service business unit has experienced rapid development in the past ten years. Since 2011, it has been at the beginning of the 12th Five-Year Plan period in China. Economic development is in a critical period of transition. Under the influence of domestic macroeconomic regulation and control and the debt crisis in Europe and the United States, the operation of the metal industry has shown a trend of high before and after low. Steel production has maintained a relatively high growth, and the downward pressure on the economy has increased. The indexes of production and operation are lower every month, the price of iron and steel is fluctuating, and the operation difficulty of the industry is becoming more and more serious. The whole industry is facing a severe test for its metallurgical and non-ferrous metal service business in the historic winter. It is urgent to adjust and formulate new marketing strategies to help enterprises find profit space and maximize their value. Based on the theories and methods of marketing, strategic strategy and economics, this paper analyzes and discusses the position of ABB process automation service in China's competitive market, combining with the concrete project and practical experience in ABB. The new market environment and the change of market demand reveal that the metallurgical marketing strategy of ABB process automation engineering and service department must take the customer as the guide, combine the market and policy environment, and draw up the strategy according to the customer's actual demand. The main body of this paper is divided into five parts:. Firstly, this paper introduces the research background, significance and content of the research, in which the research background mainly introduces the introduction and overview of ABB China and metallurgical service business. Secondly, it analyzes the environment, competition environment and internal environment of metallurgical service business of ABB Company, and analyzes the present situation of metallurgical service business of ABB Company from different angles. The problems and potential threats in the development of metallurgical service business of ABB Company are found. At the same time, the advantages and value of metallurgical service business of ABB Company are analyzed. Thirdly, through the analysis of metallurgical service business of ABB Company, the market segmentation, target and position of metallurgical service business of ABB Company are clarified. 4th, synthesizes above analysis, obtains the ABB company metallurgical service business marketing strategy, mainly includes four aspects-the product strategy which the integration and the diversification unifies, the differential price strategy, the sales personnel and the channel strategy, Promotion strategies, etc. On the basis of analyzing the present situation and existing problems of metallurgical service business in ABB Company, this paper analyzes the main reasons for the bottleneck of enterprise development, and adjusts the management strategy for metallurgical service business of ABB Company. In order to improve the industry competitiveness of enterprises, expand their profit space, further maintain the market positioning of enterprises, and formulate more effective strategies in the future.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F719

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 王桂蘭;劉永國(guó);;營(yíng)銷型物業(yè)管理模式探究[J];城市開發(fā);2008年19期

本文編號(hào)：1629462