ABB公司低压电器产品市场竞争力提升研究

发布时间：2018-07-10 18:54

本文选题：ABB公司 + 低压电器产品　；参考：《扬州大学》2013年硕士论文

【摘要】：ABB公司致力于为公用事业和工业客户提高绩效的同时降低其对环境的影响,占据着国内低压电器行业的高端市场,产品质量在国内享有很高的声誉,但在产品同质化趋势日益严重、给低压电器产品生产企业带来了新的挑战和课题。竞争的激烈导致企业不断寻求提升竞争力的策略,因此研究企业市场竞争力现状和提升非常重要和必要。本文运用竞争力、核心竞争力的相关理论,采用PEST模型、PISM模型及五力作用模型,通过调查、访谈等获取一手资料,在对有关资料进行收集、整理的基础上,结合ABB公司的实际,研究ABB公司低压电器产品自身及市场竞争对手的行为,分析本公司市场竞争力的现状与构成,研究市场竞争力的提升策略。对ABB公司在华市场的环境进行了分析,首先在PEST模型的基础上,对影响中国低压电器产品市场的宏观环境进行了系统的分析,包括政治环境、经济环境、社会环境与科技环境的分析,指出中国低压电器产品市场的巨大潜力,ABB公司可以大有所为。其次,运用波特的五力作用模型,深入剖析了ABB公司所处的竞争环境,确定出ABB公司低压电器产品在华市场上表现出的极强综合竞争实力,在华业务呈现可持续发展的良好态势。第三运用PIMS模型从市场特性、企业竞争力及市场策略三个方面分析ABB低压电器产品的市场竞争力现状,在此基础上从市场占有率、品牌知名度与美誉度、销售网络覆盖率、产品推向市场能力和售后服务五个角度对其市场竞争力现状作出评价。最后分析ABB公司竞争力存在的问题：如本土化经营有待提高、内外部沟通不顺畅等。研究认为ABB公司应从统一价格,严肃价格体系、包装设计区域差异化、控制战略性终端客户、提升人力资源管理能力等方面提升ABB(中国)有限公司低压部产品的市场竞争力,以实现公司可持续有盈利的发展目标。
[Abstract]:ABB is committed to improving the performance of public utilities and industrial customers while reducing its impact on the environment, occupying the high-end market in the domestic low-voltage electrical industry and enjoying a high reputation for product quality in China. However, the trend of product homogenization is becoming more and more serious, which brings new challenges and problems to low-voltage electrical products production enterprises. The fierce competition causes the enterprise to seek the strategy of improving the competitiveness constantly, therefore, it is very important and necessary to study the present situation and the promotion of the enterprise market competitiveness. This paper applies the theories of competitiveness and core competence, adopts pest model, PISM model and five-force action model, through investigation, interview and so on, obtains primary information, on the basis of collecting and sorting the relevant information, combining the actual situation of ABB Company. This paper studies the behavior of ABB's low-voltage electrical products and market competitors, analyzes the present situation and composition of the company's market competitiveness, and studies the strategy of improving the market competitiveness. Firstly, on the basis of pest model, this paper makes a systematic analysis of the macro environment affecting the market of low-voltage electrical appliances in China, including the political environment and economic environment. The analysis of social environment and scientific and technological environment points out the great potential of China's low voltage electrical products market. Secondly, by using Porter's five-force model, the paper analyzes the competition environment of ABB Company, and determines the strong comprehensive competitive strength of ABB's low-voltage electrical products in China market. Business in China presents a good trend of sustainable development. Thirdly, using the PIMS model to analyze the market competitive status of ABB low-voltage electrical products from three aspects: market characteristics, enterprise competitiveness and market strategy, and on this basis, from the market share, brand popularity and reputation, sales network coverage, Product to market ability and after-sales service five angles to evaluate its market competitiveness. Finally, the paper analyzes the problems of ABB's competitiveness, such as local management needs to be improved, internal and external communication is not smooth, and so on. The research suggests that ABB should enhance the market competitiveness of low pressure products of ABB (China) Co., Ltd from the aspects of unified price, strict price system, regional differentiation of packaging design, control of strategic terminal customers, and enhancement of human resource management ability. To achieve the company's sustainable and profitable development goals.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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