RA公司中型架構(gòu)系統(tǒng)市場(chǎng)發(fā)展策略研究
發(fā)布時(shí)間：2018-10-30 09:54
【摘要】：工業(yè)自動(dòng)化在是我國工業(yè)發(fā)展的重要組成部分。與國外發(fā)達(dá)國家相比,我國的工業(yè)現(xiàn)代化水平還有很大的提高空間。這也是中國自動(dòng)化市場(chǎng)具有廣大的市場(chǎng)總量和發(fā)展?jié)摿?能吸引國內(nèi)外主要自動(dòng)化供應(yīng)商進(jìn)入中國的主要原因。從近20年來的主要指標(biāo)來看,這些公司都保持著高速增長(zhǎng),有些公司在中國的增長(zhǎng)速度甚至兩倍或三倍于其本土或者全球平均增速。隨著我國經(jīng)濟(jì)的全球化發(fā)展和工藝水平的提高,代表著機(jī)械制造水平的工業(yè)自動(dòng)化水平也在不斷的提升。在這個(gè)領(lǐng)域一直都是以西門子、三菱、施耐德電氣、通用電氣和歐姆龍等品牌主導(dǎo)的市場(chǎng)。RA作為高端的自動(dòng)化品牌,在市政、冶金、汽車和電力等傳統(tǒng)項(xiàng)目市場(chǎng)具有了較大份額和市場(chǎng)認(rèn)可度。RA在這些市場(chǎng)上已經(jīng)比較成功,同時(shí)也積累了豐富的大客戶開發(fā)經(jīng)驗(yàn)、行業(yè)洞察力和解決方案。但是近年來不斷興起的中型架構(gòu)系統(tǒng)和與之有較大聯(lián)系的機(jī)械制造工業(yè),則有重新洗牌自動(dòng)化控制市場(chǎng),建立市場(chǎng)寡頭的趨勢(shì)。RA今年的傳統(tǒng)行業(yè)也受到國家投資放緩、宏觀經(jīng)濟(jì)增速放緩的影響,難有突破性增長(zhǎng)。RA自身也一直在探求新的發(fā)展領(lǐng)域,希望通過發(fā)展以機(jī)械制造為主的中型架構(gòu)系統(tǒng)(Midrange system)擴(kuò)大其中國市場(chǎng)業(yè)務(wù)規(guī)模。更重要的是利用中國制造工廠的地位,在中國出口的機(jī)械中大規(guī)模使用RA品牌控制系統(tǒng),從而對(duì)中國之外其他國家和地區(qū)的業(yè)務(wù)起到帶動(dòng)作用,避免其他品牌通過中國市場(chǎng)的嵌入的元件反作用威脅到RA在其他市場(chǎng)的影響力,使RA全球范圍內(nèi)也能在這個(gè)巨大的市場(chǎng)里占有一席之地。并借此業(yè)務(wù)的發(fā)展提升自身在運(yùn)動(dòng)控制等精密控制領(lǐng)域的業(yè)務(wù)能力和技術(shù)水平,提升整體競(jìng)爭(zhēng)力。本次論文主要以中國的工廠自動(dòng)化控制和機(jī)械制造自動(dòng)化相關(guān)產(chǎn)品進(jìn)行分析。并結(jié)合RA在中國的業(yè)務(wù)優(yōu)勢(shì)、業(yè)務(wù)發(fā)展目標(biāo)和總體策略,結(jié)合近幾年中型架構(gòu)系統(tǒng)市場(chǎng)情況分析RA應(yīng)該采取的市場(chǎng)策略、組織結(jié)構(gòu)、資源分配等,以其提升RA在中型市場(chǎng)的市場(chǎng)占有率和市場(chǎng)影響力。實(shí)現(xiàn)公司提出的整體業(yè)務(wù)目標(biāo)。首先,介紹公司總體業(yè)務(wù)目標(biāo),從4P的角度分析RA公司目前情況和發(fā)展中型架構(gòu)系統(tǒng)市場(chǎng)對(duì)應(yīng)的優(yōu)劣勢(shì)。然后,通過公司外部環(huán)境分析(PEST)對(duì)外部條件逐一分析。再通過波特五力模型系統(tǒng)化的進(jìn)行競(jìng)爭(zhēng)態(tài)勢(shì)分析。建立內(nèi)外部評(píng)價(jià)模型,通過專家評(píng)定條件和第三方調(diào)研數(shù)據(jù)建立評(píng)價(jià)矩陣和分析模型。之后再逐一分析內(nèi)部模型,構(gòu)建內(nèi)部矩陣分析發(fā)展中型市場(chǎng)的優(yōu)劣勢(shì)和距離理想內(nèi)部環(huán)境需要做的工作。根據(jù)內(nèi)部影響因素列出指定策略所需要的必要條件和關(guān)鍵指標(biāo)。最后,通過SWOT矩陣和GE矩陣,分析中型市場(chǎng)內(nèi)外部所需因素,提出本文的策略,對(duì)于需要解決的問題,結(jié)合RA實(shí)際情況,給出對(duì)應(yīng)的解決方案。
[Abstract]:Industrial automation is an important part of China's industrial development. Compared with foreign developed countries, China's industrial modernization level still has a lot of room for improvement. This is also the main reason why China's automation market has broad market volume and development potential, and can attract major domestic and foreign suppliers of automation to enter China. All of these companies have maintained high growth rates over the past two decades, with some growing at twice or three times the average growth rate in China, either locally or globally. With the development of economic globalization and the improvement of technological level, the level of industrial automation, which represents the level of machinery manufacturing, is constantly improving. The market has been dominated by brands such as Siemens, Mitsubishi, Schneider Electric, GE and Omron. RA is the high-end automation brand in municipal, metallurgical, Traditional project markets, such as automobiles and electricity, have a large share and market acceptance. RA has been successful in these markets, and has accumulated rich experience in the development of major customers, industry insight and solutions. But the medium-sized architecture systems that have been emerging in recent years and the machinery manufacturing industry that is more connected to them have the tendency of reshuffling the automation control market and creating oligopoly. RA's traditional industries have also suffered a slowdown in state investment this year. The impact of the slowdown in macroeconomic growth is difficult to achieve breakthrough growth. RA itself has been exploring new areas of development, hoping to expand its business in China through the development of (Midrange system), a medium-sized architecture system based on machinery manufacturing. What is more important is to take advantage of the status of Chinese manufacturing plants and to use the RA brand control system on a large scale in machinery exported from China, thus playing a leading role in business in other countries and regions other than China. Preventing other brands from counteracting embedded components in the Chinese market threatens RA's influence in other markets, giving RA a global presence in this huge market. With the development of this business, we can improve our own business ability and technology level in precision control field, such as motion control, and enhance the overall competitiveness. This paper mainly analyzes the related products of factory automation control and machinery manufacturing automation in China. Combined with RA's business advantages in China, business development objectives and overall strategy, combined with the market situation of medium-sized architecture system in recent years, the paper analyzes the market strategy, organizational structure, resource allocation and so on that RA should adopt. To enhance the market share and market influence of RA in medium-sized markets. Achieve the company's overall business objectives. First of all, it introduces the overall business objectives of the company, analyzes the current situation of RA Company and the advantages and disadvantages of developing the medium-sized architecture system market from the point of view of 4P. Then, through the company's external environment analysis (PEST) external conditions one by one. Then through Porter's five-force model to systematize the competitive situation analysis. The internal and external evaluation model is established, and the evaluation matrix and analysis model are established through expert evaluation conditions and third party survey data. Then the internal model is analyzed one by one, and the internal matrix is constructed to analyze the advantages and disadvantages of developing the medium market and the work to be done in the distance from the ideal internal environment. List the necessary conditions and key indicators required for a given policy based on internal impact factors. Finally, through SWOT matrix and GE matrix, the paper analyzes the internal and external factors of medium market, and puts forward the strategy of this paper. For the problems that need to be solved, combined with the actual situation of RA, the corresponding solutions are given.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F416.6
本文編號(hào)：2299665
[Abstract]:Industrial automation is an important part of China's industrial development. Compared with foreign developed countries, China's industrial modernization level still has a lot of room for improvement. This is also the main reason why China's automation market has broad market volume and development potential, and can attract major domestic and foreign suppliers of automation to enter China. All of these companies have maintained high growth rates over the past two decades, with some growing at twice or three times the average growth rate in China, either locally or globally. With the development of economic globalization and the improvement of technological level, the level of industrial automation, which represents the level of machinery manufacturing, is constantly improving. The market has been dominated by brands such as Siemens, Mitsubishi, Schneider Electric, GE and Omron. RA is the high-end automation brand in municipal, metallurgical, Traditional project markets, such as automobiles and electricity, have a large share and market acceptance. RA has been successful in these markets, and has accumulated rich experience in the development of major customers, industry insight and solutions. But the medium-sized architecture systems that have been emerging in recent years and the machinery manufacturing industry that is more connected to them have the tendency of reshuffling the automation control market and creating oligopoly. RA's traditional industries have also suffered a slowdown in state investment this year. The impact of the slowdown in macroeconomic growth is difficult to achieve breakthrough growth. RA itself has been exploring new areas of development, hoping to expand its business in China through the development of (Midrange system), a medium-sized architecture system based on machinery manufacturing. What is more important is to take advantage of the status of Chinese manufacturing plants and to use the RA brand control system on a large scale in machinery exported from China, thus playing a leading role in business in other countries and regions other than China. Preventing other brands from counteracting embedded components in the Chinese market threatens RA's influence in other markets, giving RA a global presence in this huge market. With the development of this business, we can improve our own business ability and technology level in precision control field, such as motion control, and enhance the overall competitiveness. This paper mainly analyzes the related products of factory automation control and machinery manufacturing automation in China. Combined with RA's business advantages in China, business development objectives and overall strategy, combined with the market situation of medium-sized architecture system in recent years, the paper analyzes the market strategy, organizational structure, resource allocation and so on that RA should adopt. To enhance the market share and market influence of RA in medium-sized markets. Achieve the company's overall business objectives. First of all, it introduces the overall business objectives of the company, analyzes the current situation of RA Company and the advantages and disadvantages of developing the medium-sized architecture system market from the point of view of 4P. Then, through the company's external environment analysis (PEST) external conditions one by one. Then through Porter's five-force model to systematize the competitive situation analysis. The internal and external evaluation model is established, and the evaluation matrix and analysis model are established through expert evaluation conditions and third party survey data. Then the internal model is analyzed one by one, and the internal matrix is constructed to analyze the advantages and disadvantages of developing the medium market and the work to be done in the distance from the ideal internal environment. List the necessary conditions and key indicators required for a given policy based on internal impact factors. Finally, through SWOT matrix and GE matrix, the paper analyzes the internal and external factors of medium market, and puts forward the strategy of this paper. For the problems that need to be solved, combined with the actual situation of RA, the corresponding solutions are given.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F416.6
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