本文選題：低壓產(chǎn)品　切入點：營銷策略　出處：《廣西大學》2013年碩士論文

【摘要】：ABB是位列世界500強的電力與自動化領域的領導廠商,其低壓產(chǎn)品是其重要的業(yè)務單元之一,從上個世紀90年代起,ABB公司的低壓產(chǎn)品業(yè)務在中國市場得到了快速的增長,而要在今后一段時期內(nèi)保持市場的持續(xù)增長,除了在經(jīng)濟發(fā)達地區(qū)鞏固市場份額,必須要以廣西這樣的欠發(fā)達地區(qū)作為新的利潤增長點。因此研究ABB公司低壓產(chǎn)品在廣西市場的營銷策略,提高公司在廣西的營銷能力和經(jīng)營效益是非常重要和必要的。 本文先介紹了低壓產(chǎn)品及其市場概況,然后從ABB公司的低壓產(chǎn)品在廣西的市場現(xiàn)狀入手,詳細分析了ABB這一高端產(chǎn)品在廣西這個經(jīng)濟欠發(fā)達的市場推廣所存在的問題。在這個基礎上,著手對ABB公司的營銷策略進行研究和改進。通過對ABB公司的外部市場環(huán)境、公司的內(nèi)部條件、行業(yè)的競爭狀況以及在廣西市場的SWOT分析,明確其在廣西細分市場中的目標市場及市場定位,從而制定出針對廣西市場的產(chǎn)品、價格、渠道和促銷策略,以及客戶關系管理策略和品牌策略。并對此策略在實施中的關鍵問題做出相應的保障措施。 本文的研究成果對于提升ABB公司在廣西的營銷能力將具有重要的推動作用,并且可以給同類產(chǎn)品的市場營銷工作提供借鑒。
[Abstract]:ABB is a leading manufacturer of electric power and automation in the world's top 500. Its low-voltage products are one of its important business units. Since the 1990s, ABB's low-voltage product business has been growing rapidly in the Chinese market. In order to maintain sustained market growth for a period of time to come, apart from consolidating market share in economically developed regions, Therefore, it is very important and necessary to study the marketing strategy of low voltage products of ABB Company in Guangxi market and to improve the marketing ability and operating efficiency of the company in Guangxi. This paper first introduces the low-voltage products and their market situation, and then starts with the current market situation of low-voltage products of ABB Company in Guangxi. This paper analyzes in detail the problems existing in the promotion of ABB, a high-end product, in Guangxi, an underdeveloped market. On this basis, the marketing strategy of ABB Company is studied and improved. By means of the external market environment of ABB Company, The internal conditions of the company, the competitive situation of the industry and the SWOT analysis of the Guangxi market, the target market and market positioning of the company in the Guangxi subdivision market are clarified, and the products, prices, channels and promotion strategies for the Guangxi market are worked out. And customer relationship management strategy and brand strategy. The research results of this paper will play an important role in promoting the marketing ability of ABB Company in Guangxi, and can provide reference for the marketing work of similar products.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.6

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