ABB电机公司高效节能新品市场营销组合策略研究

发布时间：2018-06-05 01:33

本文选题：PEST理论 + 五力模型　；参考：《华东理工大学》2015年硕士论文

【摘要】：电动机是把电能转换成机械能的一种设备,低压三相异步电动机应用行业非常广泛,几乎覆盖所有设备制造行业。电动机的用电量在总用电量中占相当大的比重,其用电量约占工业用电量的75%左右,占总用电量的64%左右。提到节能减排,工业节能中的电动机节能就是工作的首要方向。作为中国电机制造的领导企业,ABB电机公司始终坚持高质量的产品和高水平的能效标准,一直把推广高效节能电动机作为企业义不容辞的责任,ABB自2007开始引进M3系列高效过程自动化系列电动机,2013年又开始引进M2系列高效率、高可靠性的普通工业用途电动机,2014年将全面启动此新品的市场推广和销售工作。本文主要按照外部分析和内部分析的思路,结合ABB电机公司的新品如何成功推入市场的目标,运用市场调研的方法进行研究,最终提出ABB电机公司M2系列高效节能新品的推广策略。首先,提出问题。ABB电机公司M2系列电机已经设计完成,需要尽快制定新品推广策略并展开实施。其次,分析问题,分析国内电机市场并运用PEST理论、波特五力模型、市场细分和定位理论对ABB电机公司的经营环境、产品定位以及产品结构进行分析。再次,运用市场调研方法,对电机主要应用不同行业进行分析,确定M2系列电机的主要推广行业。最后,针对不同行业运用"4Ps-4Cs-4Rs"的市场营销组合理论提出主要细分行业的市场营销组合策略并建立推广计划能顺利执行的保障措施。
[Abstract]:Motor is a kind of equipment that converts electric energy into mechanical energy. Low-voltage three-phase asynchronous motor is widely used in many industries, covering almost all equipment manufacturing industries. The electric power consumption of the motor accounts for a large proportion of the total electricity consumption, which accounts for about 75% of the industrial electricity consumption and 64% of the total electricity consumption. When it comes to energy saving and emission reduction, the motor energy saving in industry is the primary direction of the work. As a leading enterprise in China's electrical machinery manufacturing, ABB Motor Company has always adhered to high quality products and high level of energy efficiency standards. The promotion of high efficiency and energy saving motors has always been regarded as an unshirkable responsibility of enterprises. ABB has introduced M3 series of high efficiency process automation series motors since 2007, and started to introduce M2 series of high efficiency in 2013. High reliability general industrial motor, 2014 will be fully launched the new product marketing and sales work. According to the thought of external analysis and internal analysis, this paper mainly studies how the new products of ABB Motor Company can be successfully pushed into the market, using the method of market research. Finally, the promotion strategy of M 2 series high efficiency and energy saving new products of ABB Motor Company is put forward. First of all, put forward question. ABB motor company M2 series motor has been designed, need to develop new product promotion strategy and start implementation as soon as possible. Secondly, it analyzes the domestic motor market and analyzes the operating environment, product positioning and product structure of ABB Motor Company by using PEST theory, Porter's five-force model, market segmentation and positioning theory. Thirdly, using the method of market research, this paper analyzes the main application of motor in different industries, and determines the main extension industry of M2 series motor. Finally, according to the marketing mix theory of "4Ps-4Cs-4Rs" in different industries, this paper puts forward the marketing combination strategy of the main subdivision industries and establishes the guarantee measures to carry out the promotion plan smoothly.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.61

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