ABB低压产品市场营销策略研究

合肥工业大学硕士学位论文ABB低压产品市场营销策略研究姓名：舒畅申请学位级别：硕士专业：工商管理(MBA)指导教师：何建民2011-054ABBWTOABBABBSWOT4P4CABB5MarketingstrategyresearchforLowvoltageproductsofABBcompanyABSTRACTWithChina'saccessiontotheWTOandtherapiddevelopmentofglobaleconomy,foreigncapitalisenteringtheChinesemarketoflowvoltageproductgraduallytogetthemarketshare.Atthesametime,alongwiththetechnologyofproductionlowvoltageproductsbecomingmaturity,therearemoreandmorelowvoltageproductmodelsandbrandsinthemarket,andtheproducthomogeneitybecomesserious,whichresultsinthelowerpricesandprofitsdropping,Andallthebehaviorsabovehasincreasedthecompetitionamongtheenterprises.SoitisnecessarytodesignappropriatemarketingstrategiesforABBtopromoteitsimageanditsbrandawareness.Basedonthematerialcollectingandmarketingsurveying,thisthesisanalyzedtheinternalandexternalenvironmentbythemethodsandtheoriesofmarketingandeconomic,suchasSWOTanalysis,modeloffivecompetitiveforces,4Pand4Cstrategy.Throughtheanalysisabove,it’seasytofindthewrongmarketingstrategywhichmadeinABB.thenthepaperproposesafeweffectivemeasuresandsuggestionstoimprovethemarketingachievementsofABB,it’shelpfultomakeitadapttothemarketcompetition,andgetamorebrilliantachievements.Hopingthattheresultoftheresearchprovidessomehelptothemarketingstrategymanagementofotherenterprise.KeywordsABB;LowVoltageProduct;MarketingStrategy;914PS..................................................32.........................................53................................................84SWOT..................................................105PEST................................................116.................................................127ABB....................................138ABB..................................159ABB...........................................1610ABB...................................16112010.................17122010OEMSI...........................181310112OEM...........181410112SI........1915................................2216ABB........................3317ABB..........................................35101.....................................202..................................223ABB.............................25ABB.......................325ABB.....................40320115202011520ABB13956003535723002245201152011.11kW423022000.5/W30kW120690066000200620104.520062010660770100.648462ABBABBSWOT1.2(1)2SWOT4P4CABB(2)ABB(3)ABBABBABBSWOT4P4CABB1.3ABB(OEM)(SI)ABBSWOTABBABB31.41.4.1(1)JerryMcCarthy(1960)4PJerryMcCarthy(1960)4P(product)(Price)(Place)(Promotion)4p1.14PSJerryMcCarthy4P(1980)(police)(Public-Relation)6Ps(Booms)(Bitner)(1981)4Ps(People)(Process)(Physicalevidence)P(2)Lauteborn(1990)4CLauteborn(1990)4P4C(Consumer)4(Cost)(Convenience)(Communication)4C4P4C4P(3)PhilipKotler(2007)PhilipKotler(2007)90%4PPhilipKotler4PSTPSTP(Segmentation)(targeting)(positioning)(4)PosseReeves(1950)USPPosseReeves(1950)(uniquesellingproposition)USPUPS5UPS(5)2.224PsPhilipKotler4P(probe)(partition)(priority)(position)1.4.2(1)(2007)1P(2007)61P1PPPP1P(2)(2007)(2007)7ABB82.1(1)33(2)OEMOEMOEMOEMOEMOEMOEM2060OEM91998OEM350014%21OEMABBOEMOEM(3)SISIABB,ABBABBOEMSIABBOEMSIABB2.22.2.1SWOTSWOT(opportunity)(threat)(strength)(weakness)SWOT4.104SWOT4SOWOSTWTSWOTSWOT2.2.2PESTPEST11PEST(Political)(Economic)(Social)(Technological)5.5PEST5PEST2.2.3(MichaelPorter)2080612613ABB3.1ABBABB5001001883(ASEA)1891(BBCBrownBoveri)1988ABB1001907ABB70ABB1974ABB19791994ABB1995ABB()21ABB23%2009ABB3011ABB100ABB80302010ABB447ABB7ABBABBABBABBABB10012.4201014320ABB1.6380302010ABB44ABBABBABBABBABBABBABBVIPABBABB3.2ABB3.2.1DC1200VAC1500V151KW4230220030KW120690066003.2.2ABBABB200912%2009ABB32038.41ABB8ABB8ABBABBABB16DINABB9ABB9ABBABB10ABB1710OEMABBSIABB,ABB.2ABB2009ABB245,000122505%ABBBOL,ABB24ABBOEM/ISOEM/ISOEM/IS,11ABBAutomationLVProductMarket_SalesReports_1102_East1120112ABBOEMSI18OEMSIABBABBOEMOEMSIABB2010ABBOEM300029%SI15068%12.122010OEMSI3.2.3OEMABB19ABBAutomationLVProductMarket_SalesReports_1102_East1310112OEM13OEMABB28102112ABBOEM3.2.4SIABBABBAutomationLVProductMarket_SalesReports_1102_East1410112SI14ABBSI/ABB55%38%SIABB334%45%20ABB4.1ABB(1)8637WTOABB200211163878535300012639085361000(1000V)126391853620001000V96392853630001000V963938536410060V106395853650001000V36398853690001000V32002111000V10%3%ABB21(ChinaCompulsoryCertification)CCC(2)WTO,ABB40LGABB,ABB(3)ABB(VD4EFTS)22ABB4.2ABB4.2.1ABBABB---LG22ABBDZ47(%)24834331141117124%14%11%DZ4717%12%24%ABB8%3%3%3%1%ABBDZ4715(1)ABBWTOABBABB23ABB(2)(3)ABB24(4)WTOABBABBABB(5)ABB4.2.2SWOTABBABBSWOTABB25ABBSWOT(1)ABB(2)(3)33ABBSWOT(strength)(weakness)26ABB3575ABBISOABBABBABB1.ABB2.3.4.ABBOEMSIABBABB(opportunity)SOWO,27ABBABB(threats)WTO1.2.3.4.,5ABB,,,,,ABB.284.3ABBOEMSIABBABB4.3.1ABBABBABB,,4.3.2ABBABBABBABBABB,,294.3.3ABBOEMSIABBOEMOEMOEMABBOEMSI12OEMABB95%SI5%ABBABBSI30ABB5.1ABB5.1.1(EnterpriseResourcePlanningERP)ERPABBERP,1(leanproduction)ERPERPERPABB1)ERPERPERPERP2)ABBERPERP3)ERPERPERPERPERP312ABBABBABB1-24-6ABBERP5.1.2SIABBSISISI(1)ABBOEMABB,SIABB(2)ABBABB32ABB245.1.3ABBABBABB,,ABBPLMABBABBHFT-PVGAF;S200ACM/ACPMDS33EAFTArTuPSTS260S