哈德公司电源产品定位及实施

上海交通大学硕士学位论文哈德公司电源产品定位及实施姓名：唐璐申请学位级别：硕士专业：工商管理指导教师：李国振20060115MBA12002,MBA2123MBA1THEORIENTATIONANDACTUALIZATIONOFHEADCORPROTION’SPOWERPRODUCTABSTRACTThepowerindustryisoneofthefoundationindustriesinourcountry,whichgreatlycontributetothedevelopmentofthenationaleconomy,especiallyintelecommunication,powerandGuangDianindustries.TheHardPowerisoneoftheenterprisesthatearlierproducethebatteryinourcountry,andstrongerandstrongerwiththefastdevelopmentofthepowerandtelecommunicationindustriesinrecentyears.However,theinvestmentoftelecommunicationindustryissolittlethatthecompany’sdevelopmentisverydifficultrecently.InordertobreakawayfromthepuzzleDom,itneedsmoreperfectstrategyofproduct’slocalizationandtoknowhowtoputinpracticesuccessfully.Thisarticleaimstothecompany'sfactualsituationinthepowerindust0Thearticleanalysesthesituationofthepowerindustrydetailedly,andreviewsitsdevelopmentcourse.Thenthearticleintroducesthesituationofthecompanyanditscompetitors.Accordingtoresearch,suchconclusionisobtained:Thedevelopmentspeedofpowerindustryexceedsthedevelopmentspeedofitsmaindemandmarketssuchasmobiletelecommunicationindustry,electricpowerindustryandsoon.Facingtosuchsituation,thearticlehascarriedontheproductlocalizationstrategyandhowtoimplementthestrategy.Itsproductlocalizationstrategymainlyconcentratesinfollowingseveralaspects:Firstly,thecompanyneedpaymoreattentiontoenlargetheoriginalseriesproductbrandpropaganda,andconsolidatethemid-westChinamarket,atthesametimetodevelopthedevelopedmarketofeastandsouthChina;Secondly,theproductstrategy:thecompanyshouldpaygreatattentionMBA2toconsolidatetheleaderstationinthefieldoftelecommunicationandelectricalpowerindustriesandatthesametime,tryitsbesttodevelopthenewproductofpowerbattery;Thirdly,pricestrategy:inindustrialusedaccumulatorcell,thecompanyshouldadoptdifferentpricesandinpowerbattery,thecompanyshouldadoptthepenetrationpricestrategy;Fourthly,themarketingchannelstrategy:whilestrengthenstoselldirectlythroughthepersonnel,enlargestheconstructionofretailschannel,toobtainthenewmarketgrowthpointbyusingthechannelresources.Afterresearchingandanalysisingthecompanyanditscircumstancedetailedly,thearticleproposedsomequestionwhichshouldpaymoreattentiontointheprocessoftheproductlocalization.Itsmainquestionconcentratesinfollowingseveralaspects:1st,thecompanyshouldpaygreatattentiontothehumanresourcesconstructioninthemarketteam;2nd,thecompanyshouldreliablysetsupthemodernmarketingidea,strengthenthemarketconsciousnessandthewholecompetitionconsciousness,thusenhancecompetitiveability;3rd,enlargestheinnovationdynamicsintheorganizationsystem.Inordertoenlargetheinnovationsystem,thecompanymustfoundthemarketteamthatareabletostudyandinnovatethepropertyrightofthecompany;4th,thecompanyshouldcreatecompetitiveadvantage.Intheintensemarketcompetition,thecompanyadoptsthelowcostcompetitionstrategy,atthesametime,itshouldadoptthedifferentcompetitivestrategy,andthecompanycanhavetheadvantagestatusinthecompetition.Thearticlematerialmostlyoriginatesfrominvestigatingtheenterprise,andtheenterprise'sstatisticalreportaswellastotheconcernedpersonnel'sinterview,somepartofmaterialsoriginatefromthecorrelationpersonnel'smemoir.Throughtheanalysisandtheresearchaboutthecompanyproductlocalization,ithopethatcanhavesomehelptothecompanyandthepowersourceindustry.Keywords:localization,channel,powersource,accumulatorcellMBA2006115MBA20061152006115MBA11.11.1.1UPSEPSAC-ACDC-DCAC-DCDC-ACAC-ACDC-DC48V24V(UPS)UPSEPS1.1.2primarycellsecondarycellfuelcellMBA2UPSEPS1-1:1-11.21.2.17080MBA38019765019591600197617263452330008.710.420.21977-198919891713405419766.61016.470197819831986199010101.2.25030-501976330002800MBA44.1%5.6%4%GTOMOSFET100kHZIGBTMOSGTRPWM1.2.3:(1)200350002000200020041000(2)(3)MBA5(4)GNBC&D(5)199715%85%19987.5%92.5%MBA62.11990VRLA90KVAhISO9001ISO14001USAULCEUPS411200VRLAUPSEPS2.1.1198719901993JIT19965VRLA1993-2001500,000Kvah1994ISO9000ISO90021996301997ISO14001MBA7199972001120012,0002002-2004800900,000Kvah2002USAULCE20023200220032003420042.1.2VRLA2-1:2-12.1.3MBA82001200219983610%200512920.81-22-10200400600800396428471502547615638619199819992000200120022003200420052.22.2.1630242-2MBA92-2:2.2.2962002200270%20032004199620042-101000020000300004000050000789011470157802015028500354004450046050485601996199719981999200020012002200320042-21996-2004MBA102.2.3200520032004200220033.4820045.45200225.7202005200593.0769.7220052-3KVAHKVAH575618500067.72%4414645068.44%GFM619759145067.77%2843625800110.22%6134633210184.72%SP8978259010152.15%DZM156127681.22%8615312356869.72%6576039660165.81%15191316322893.07%MBA112-40100002000030000400005000060000700008000090000GFMSPDZM052-5010000200003000040000500006000070000GFMSP05MBA122-6020000400006000080000100000GFMSPDZM05MBA13SWOT3.13.1.120042136.52005210020054406.5200410.120053G20053G6200563G3G3G3GMBA14550020053G55033060.0%93G3.1.20557815251547912623024803096810728120110284775673373632568233743842804141199842302355698107203261487679750579200420923622834436316847245406287853MBA15122778112272105445157249232004141096179076152IP454IP274