ABB公司低压产品在广西市场的营销策略研究

发布时间：2018-03-26 00:23

本文选题：低压产品　切入点：营销策略　出处：《广西大学》2013年硕士论文

【摘要】：ABB是位列世界500强的电力与自动化领域的领导厂商,其低压产品是其重要的业务单元之一,从上个世纪90年代起,ABB公司的低压产品业务在中国市场得到了快速的增长,而要在今后一段时期内保持市场的持续增长,除了在经济发达地区巩固市场份额,必须要以广西这样的欠发达地区作为新的利润增长点。因此研究ABB公司低压产品在广西市场的营销策略,提高公司在广西的营销能力和经营效益是非常重要和必要的。本文先介绍了低压产品及其市场概况,然后从ABB公司的低压产品在广西的市场现状入手,详细分析了ABB这一高端产品在广西这个经济欠发达的市场推广所存在的问题。在这个基础上,着手对ABB公司的营销策略进行研究和改进。通过对ABB公司的外部市场环境、公司的内部条件、行业的竞争状况以及在广西市场的SWOT分析,明确其在广西细分市场中的目标市场及市场定位,从而制定出针对广西市场的产品、价格、渠道和促销策略,以及客户关系管理策略和品牌策略。并对此策略在实施中的关键问题做出相应的保障措施。本文的研究成果对于提升ABB公司在广西的营销能力将具有重要的推动作用,并且可以给同类产品的市场营销工作提供借鉴。
[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.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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