台达HMI产品业务中国大陆市场发展研究

发布时间：2018-08-26 07:23

【摘要】：中国经过30多年的改革开放,快速发展,截止2012年GDP已经达到47亿人民币,是世界上第二大经济体。预计未来20年,中国将超越美国。30多年的发展,不仅体现在数字上,各行各业都得到了突飞猛进的发展,新技术的不断涌现,创新产品的不断推进,极大的推进了社会主义现代化进程。在这一个过程中,作为中国工业的基石,装备制造业得到了非常迅猛的发展。特别是自动化水平的提高,提升了生产效率,作业的安全性。很多早期无法生产的产品,加工的材料也都能实现国产化,很多已经达到并超过国际水平。而且,整个行业自动水平的提升,不但顺应产业的发展规律,也顺应中国社会的发展。特别是对于中国应对人口老龄化,“人口红利”减少,人均效率提升,人性化生产,提升人员收入等诸多政策问题,社会问题,都是一个很好的“药方”。在中国的“十二五”规律中,装备制造业,特别是高端装备制造业也被列为重点发展的产业之一。作为装备制造业的“大脑”和“中枢神经”的控制系统,自动化水平的高低无疑是决定设备等级最为核心的因素之一。而控制系统最终是由各种各样的电气产品组成。比如工业电脑,微处理器,交直流调速,可编程控制器,运动驱动部件,各种智能仪表,人机交互界面,软件系统等等。中国在应用层面从无到有,研发阶段也是从无到有。目前工业自动化市场得到了极大的丰富和满足,但也面临这一些具体问题。比如,核心技术,核心产品还在被欧美日等国垄断,高精尖的产品还无法国产化,国产自有品牌只能走一些低端路线。而且,由于中国的日益强大,国外的技术封锁问题也变得越来越来突出。这些无疑会影响整个行业继续向上的步伐,也会影响国家的工业长期政策的执行。所以,一代代的工控人殚精竭虑,自强不息。技术和产品都不断加大研发和推出的力度和速度。在众多自动化产品中,HMI (Human Machine Interface中文翻译：人机界面或工业触摸屏)作为机台设备重要组成部分,而且是和人交互的部件,显得尤为重要。触摸屏的出现最早是替代机台上的按钮开关,随着数十年的发展,已经从简单的替代交互面板工作变成了信息数据存储交互的重要媒介,并且随LED和显示技术的发展,卓越的显示性能已经能取代很多控制中心完成的工作。另外一方面,也大大简化了机台的设计,提升效率,提高安全性。完全符合“智能机器”的发展理念。 HMI产品的技术成熟,广泛应用,也为众多厂商提供了进一步发展的空间。无论是欧美,韩日,台湾,本土都有重要的产品不断的推向市场。进而进一步提升了设备的档次,便利性,性价比。但竞争也变得越发激烈和残酷,无论从区域,从行业,从产品各个维护展开厮杀。一片泛红中,如何在这种格局下脱颖而出,战略微调,产品再定位,调整市场营销策略,确保执行,找出企业实实在的竞争优势,显得尤为重要,也是摆在每个厂商面前迫切的问题。本文从台达公司面临的国内形势着手,分析了公司面临的经济环境、行业发展现状以及企业内部的资源,通过对台达公司HMI产品的五力分析,SWOT分析,找出自身的优势、劣势、机遇、挑战。找出合适的战略布局、产品定位,做出务实而有效的市场发展策略,并确保操作面的可执行性。一个企业的发展,一项业务的成败,不仅仅取决于产品本身。适合的市场定位、市场策略、执行效果都会影响最终的结果。在众多企业中,大家都知道如何定战略、并进行分解。而本文的重点是落在具体的措施和实施上面。以小见大,折射一个完整的行业生态。
[Abstract]:After more than 30 years of reform and opening up, China has developed rapidly. By 2012, China's GDP has reached 4.7 billion RMB, which is the second largest economy in the world. In this process, as the cornerstone of China's industry, the equipment manufacturing industry has developed very rapidly. Especially, the improvement of automation level improves the production efficiency and the safety of operation. Many of them have reached and exceeded the international level. Moreover, the upgrading of the whole industry not only conforms to the law of industrial development, but also conforms to the development of Chinese society. In the 12th Five-Year Plan of China, the equipment manufacturing industry, especially the high-end equipment manufacturing industry, has also been listed as one of the key industries.
As the control system of "brain" and "central nervous system" in the equipment manufacturing industry, the level of automation is undoubtedly one of the most important factors to determine the level of equipment. And the control system is ultimately composed of a variety of electrical products. At present, the industrial automation market has been greatly enriched and satisfied, but also faced with some specific problems. For example, core technology, core products are still monopolized by Europe, America and Japan, high-end products. And because of China's growing strength, the problem of technological blockade abroad has become increasingly prominent. These will undoubtedly affect the pace of the industry as a whole and the implementation of the country's long-term industrial policy. Therefore, generation after generation of industrial controllers are working very hard. Technology and products constantly increase the intensity and speed of R & D and launch.
Among many automation products, HMI (Human Machine Interface) is an important part of machine equipment, and it is also an interactive part with people, which is particularly important. Mutual panel work has become an important medium for information and data storage and interaction, and with the development of LED and display technology, excellent display performance has been able to replace many control centers to complete the work.
The technology of HMI products is mature and widely used, which also provides the space for further development for many manufacturers. Whether in Europe, America, Korea, Japan, Taiwan, there are important domestic products to the market. Product maintenance and fight.
In this situation, how to stand out, fine-tune the strategy, reposition the product, adjust the marketing strategy, ensure the implementation, find out the actual competitive advantage of the enterprise, is particularly important, and is also an urgent problem for each manufacturer.
Starting from the domestic situation faced by Delta, this paper analyzes the economic environment, industry development status and internal resources faced by the company. Through the five-force analysis of Delta's HMI products, SWOT analysis, we can find out our own strengths, weaknesses, opportunities and challenges. Market development strategy and ensure the execution of operation surface.
The development of an enterprise and the success or failure of a business depend not only on the product itself. Suitable market positioning, market strategy and execution effect will affect the final result. In many enterprises, everyone knows how to set the strategy and decompose it. The focus of this paper is on specific measures and implementation. Complete industry ecology.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6

【共引文献】