伊顿不间断电源中国市场产品策略研究

发布时间：2018-04-21 22:15

本文选题：不间断电源 + 市场营销　；参考：《北京交通大学》2013年硕士论文

【摘要】：不间断电源(Uninterruptible Power Supply,简称UPS)正以每年9%-10%的速度增长。随着网络应用的普及与深入,计算机网络技术、通信网络和传输技术开始走向融合,如何保证重要的网络基础设施和高速传输的数据平台不间断运行,UPS起着不可或缺的作用。随着中国加入世界贸易组织(WTO),越来越多的跨国公司进入了中国市场。国外主要电源供应商也逐渐看好中国电力电子电源市场的巨大潜力,纷纷把重点转向中国大陆,国内UPS市场竞争环境也发生着日新月异的变化。伊顿目前是全球前三大不间断电源品牌和制造商之一,本文选择伊顿公司作为研究案例,根据市场营销环境分析理论,市场营销学,营销策略,产品策略等基础理论,在获得各种资料数据的基础上,对伊顿的营销策略进行分析。并结合伊顿不间断电源产品在中国市场的经营现状,和自身参与伊顿不间断产品新产品开发和市场导入过程的经历,建议企业在中国不间断电源中国市场应采取的产品策略,同时也可以为国内不间断电源厂商提供一点小小的启示。通过对伊顿的外部营销环境,内部营销环境进行分析,辩明企业相对行业所具备的优势和劣势,并利用SWOT矩阵对伊顿的优势,劣势,机会,威胁进行匹配。根据企业战略目标,选择正确的目标市场和营销策略,并建议伊顿在中国市场的产品策略应侧重品牌策略提升品牌的行业知名度和影响力、新产品开发策略提升产品技术创新能力和缩短新产品开发周期、产品组合策略提升有竞争力的产品和服务,才能适应市场需求的变化,并更好的满足不同客户的各种需求。
[Abstract]:Uninterruptible Power Supply (UPS) is increasing at the speed of 9%-10% every year. With the popularization and deepening of network applications, computer network technology, communication network and transmission technology are beginning to merge. How to ensure that important network infrastructure and high-speed data platform run continuously, UPS can not or can not be used. With China's entry into the World Trade Organization (WTO), more and more multinational companies have entered the Chinese market. The major power suppliers in foreign countries have also gradually looked bullish on the great potential of China's power and electronic power supply market, turning their focus to mainland China, and the competitive environment of the domestic UPS market has also changed with each passing day.
Eaton is one of the top three uninterrupted power brands and manufacturers in the world. This article selects the Eaton Corp as a research case. According to the theory of marketing environment analysis, marketing, marketing strategy, product strategy and other basic theories, the marketing strategy of Eaton is analyzed on the basis of all kinds of data data, and Eaton is combined with Eaton. The current situation of uninterrupted power supply in the Chinese market, and the experience of participating in the development of Eaton's uninterrupted new products and the process of market introduction, suggest that the enterprise should adopt the product strategy in China's uninterrupted power supply in China, and also provide a little inspiration for the domestic uninterrupted power suppliers.
Through the analysis of Eaton's external marketing environment and the internal marketing environment, it identifies the advantages and disadvantages of the enterprise relative to the industry, and uses the SWOT matrix to match Eaton's advantages, disadvantages, opportunities and threats. According to the strategic objectives of the enterprise, the correct target market and marketing strategy are chosen, and Eaton's products in the Chinese market are suggested. The strategy should focus on brand strategy to enhance brand awareness and influence. New product development strategies improve product technology innovation ability and shorten new product development cycle. Product portfolio strategy promotes competitive products and services to adapt to changes in market demand and better meet the needs of different customers.

【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F416.6

【参考文献】