西门子工业电源中国市场营销策略研究

发布时间：2018-04-20 03:15

本文选题：西门子 + 工业电源　；参考：《中国地质大学（北京）》2013年硕士论文

【摘要】：工业电源是工业领域的基础产业之一，是我国工业发展提供了动力源泉。西门子工业电源是国内现有工业电源公司中的佼佼者，近年来随着工业等各个领域的发展而不断壮大。但随着市场发展，模仿者和新进入者的竞相出现，给西门子工业电源带来了一定的阻力，公司需要制定更加完备的营销策略，推动西门子工业电源在国内市场的又一轮发展，从而提高整体竞争力。本文运用SWOT理论分析模型、波特五力竞争力模型、市场细分理论、4C营销理论等市场营销理论和模型，结合西门子公司在市场上的具体表现，分析并论述了西门子工业电源在中国市场竞争中所处的地位、所面临的市场环境、自身机遇挑战和优势劣势等，，基于分析给出西门子工业电源的相应营销策略。本文共分为四个部分。第一部分阐述研究的背景、意义，同时阐述了论文应用到的营销理论，体现在第一、二章；第二部分通过中国市场上西门子工业电源现行的营销策略的分析，找出现行营销策略中存在的问题或不恰当之处，体现为第三章。第三部分对西门子工业电源所处的市场环境分别从外部宏观环境、行业环境、西门子工业电源的客户需求、自身环境和主要竞争对手五个方面进行了分析和阐述，为第四章内容；最后对西门子在工业电源市场上的主要竞争对手进行了分析，主要分析对象为菲尼克斯、魏德米勒、PULS和明纬公司。第四部分就西门子工业电源的营销策略提出了建议，为第五章内容。第五章在第三、四部分分析的基础上，对西门子工业电源的营销策略进行了调整，包括市场拓展、差异化策略和产品及服务本地化方面等。
[Abstract]:Industrial power supply is one of the basic industries in the industrial field, and it provides the power source for the industrial development of our country. Siemens industrial power supply is one of the best industrial power supply companies in China, and has been growing with the development of industry and other fields in recent years. However, with the development of the market, the competition between imitators and new entrants has brought some resistance to Siemens industrial power supply. The company needs to formulate a more complete marketing strategy to promote another round of development of Siemens industrial power supply in the domestic market. So as to improve the overall competitiveness. This paper uses SWOT theory analysis model, Porter five forces competitiveness model, market segmentation theory and so on marketing theory and model, combined with Siemens in the specific performance in the market, This paper analyzes and discusses the position of Siemens industrial power supply in Chinese market competition, the market environment it faces, its own opportunities and challenges, its advantages and disadvantages, etc. Based on the analysis, the corresponding marketing strategies of Siemens industrial power supply are given. This paper is divided into four parts. The first part expounds the background and significance of the research, and expounds the marketing theory applied in the thesis, which is embodied in the first and second chapters. The second part is the analysis of the current marketing strategy of Siemens industrial power supply in China. Find out the existing problems or inappropriateness in the current marketing strategy, embodied in the third chapter. The third part analyzes and expounds the market environment of Siemens industrial power supply from five aspects: external macro environment, industry environment, customer demand of Siemens industrial power supply, its own environment and main competitors. Finally, the main competitors of Siemens in the industrial power supply market are analyzed. The main objects are Phoenix, Weidelmell-puls and Mingwei Company. The fourth part puts forward some suggestions on the marketing strategy of Siemens industrial power supply, which is the fifth chapter. Based on the analysis of the third and fourth parts, the fifth chapter adjusts the marketing strategy of Siemens industrial power supply, including market expansion, differentiation strategy and localization of products and services.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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