本文選題：ABB + 開關插座　； 參考：《北京交通大學》2014年碩士論文

【摘要】：隨著中國經濟社會的不斷發(fā)展和人們物質生活水平的提高,消費者需求呈現多層次、多樣化和個性化特點。滿足客戶不同層次的需求,向消費者提供質量更優(yōu)的產品是企業(yè)在激烈的市場競爭中保持持續(xù)競爭優(yōu)勢的關鍵,這就需要企業(yè)以客戶需求為導向,結合市場環(huán)境和自身能力制定出適合企業(yè)的營銷戰(zhàn)略。ABB公司作為一家世界500強企業(yè),開關插座是低壓業(yè)務單元的其中一個產品,自1994年起開始進入中國市場。目前,低壓業(yè)務單元已在中國設立4家生產型企業(yè)、4個物流中心、15個服務中心以及41家服務工作站,銷售業(yè)務覆蓋全國近270個城市。雖然ABB開關插座產品具有先進技術方案,優(yōu)良的品質,但是ABB開關插座在中國的市場占有率一直較低。 為找出ABB開關插座市場競爭力不強的深層次原因,本文擬運用營銷戰(zhàn)略的理論和市場營銷的分析方法,在對ABB開關插座產品市場競爭環(huán)境和市場地位進行分析的基礎上,結合開關插座行業(yè)的宏觀環(huán)境和行業(yè)環(huán)境,制定出適合ABB開關插座產品的營銷戰(zhàn)略。從開關插座行業(yè)的宏觀環(huán)境和行業(yè)環(huán)境看,一方面,隨著社會經濟發(fā)展和城鎮(zhèn)化的不斷推進,開關插座的市場需求量也將不斷增加,具有較好的市場前景；另一方面,開關插座行業(yè)的市場準入門檻較低,且市場集中度低,競爭較為激烈。通過SWOT分析可以看出,ABB開關插座在自身的品牌建立、技術、銷售網絡和管理方面都有較大優(yōu)勢,但存在的主要問題是產品價格較高、市場銷售靈活性較差,并且ABB開關插座知名度相對較低；從外部環(huán)境看,社會經濟增長和中國房地產市場的平穩(wěn)發(fā)展、國內客戶對國際品牌的認可、國家對產品安全要求逐步提高以及節(jié)能開關插座需求的不斷增加都為ABB開關插座提高市場占有率提供了機會,但同時隨著國內其它開關插座企業(yè)的發(fā)展以及品牌競爭日趨激烈,也對ABB開關插座拓展市場帶來了一定的威脅。 綜上,ABB開關插座應在充分抓住外部機遇的同時,合理利用自身優(yōu)勢,采取SO策略。通過市場細分,ABB開關插座應確立以下五個主要目標市場：即-類消費城市的住宅、一類消費城市的高端寫字樓、全國主要房地產商、連鎖酒店和超市、機場、火車站等大型基礎設施。針對不同的目標市場應分別實施不同的組合營銷策略,包括產品策略、價格策略、分銷策略等。通過這些組合營銷策略的實施,有效在近期提高ABB開關插座的銷售業(yè)績。
[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.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F416.6

【參考文獻】

相關期刊論文 前8條

1 王曉萍;;淺談電力市場營銷戰(zhàn)略的創(chuàng)新[J];科技創(chuàng)新與應用;2013年34期

2 李義龍;;開關插座的選購是建筑電氣中不容忽視的細節(jié)[J];工程建設與設計;2009年06期

3 周常英,王濤;現階段我國開關插座行業(yè)市場分析[J];經濟師;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;;木工機械行業(yè)基于顧客滿意度的服務營銷策略[J];林業(yè)機械與木工設備;2013年12期

6 李巖;;關于電氣營銷策略研究[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標準解析[J];現代建筑電氣;2013年06期

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

，

本文編號：2016351