ABB智能家居产品市场竞争战略研究

发布时间：2018-01-02 19:39

本文关键词：ABB智能家居产品市场竞争战略研究　出处：《山东大学》2013年硕士论文　论文类型：学位论文

【摘要】：智能家居控制系统是随着计算机、网络、电子技术、高科技制造业的兴起发展起来的一个专业市场。大约兴起于二十世纪末,到目前发展了大约二十年的时间,从最初的简单灯光控制,发展到了现在通过计算机技术、网络技术对建筑内的许多电气设备进行智能化控制,达到提高人们生活舒适度、绿色节能的效果。智能家居所控制的电气设备归纳起来有以下内容：灯光控制、灯光调光、电动窗帘、电动百叶控制、空调控制、地暖控制、触摸屏控制、电话远程控制等等。作为一个高科技产品,有着无穷的发展潜力,随着房地产市场的快速发展,市场需求日益增大。众多国际国内知名公司提前布局,依靠各自的资金实力、研发实力、营销网络进入到这个领域。短短几年,这里已经成为了许多国际大公司争夺的重要阵地,ABB、施耐德、西门子、罗格朗、Control4、快思聪、飞利浦、松下、海尔、海信等等,都加大了投入,希望能够在这样一个新兴领域扮演主导的角色。本文分为六个部分,第一部分首先对竞争战略的相关理论进行了综述；第二部分站在跨国企业的角度,在有关竞争战略研究理论的基础上,采用文献分析、案例分析、访谈等多种研究方法,运用PEST分析、波特五力模型、SWOT分析等管理工具对ABB智能家居产品在中国大陆市场所处的行业竞争状况和竞争特征进行了分析。对ABB智能家居所处的外部竞争环境、内部环境和能力进行了详细分析,划分了智能家居行业的战略群体。第三部分对可能采取的竞争战略：总成本领先战略、集中化战略、差异化战略进行了可行性分析,进而明确了下一步将要实施的竞争策略为差异化战略；第四部分从品牌形象、产品技术、组织结构、客户服务、人力资源、市场营销几方面给出实现竞争策略所需要的保障措施,从而保持和巩固在ABB公司在该行业的领先地位；第五部分则提出了实施差异化战略的风险和应对措施。最后给出本文研究的结论和建议。
[Abstract]:Home Furnishing intelligent control system is with the development of computer, network, electronic technology, a professional market development of high-tech manufacturing industry. It emerged at the end of twentieth Century, to the current development of about twenty years, from the initial simple light control, the development of the current through computer technology, intelligent control network technology electrical equipment in buildings, to improve the living comfort, green energy-saving effect. The electrical equipment controlled by the intelligent Home Furnishing summed up as following: lighting control, lighting dimming, electric curtains, electric shutter control, air conditioning control, heating control, touch screen control, telephone remote control and so on.
As a high-tech product, has great potential, with the rapid development of the real estate market, the market demand is increasing. Many domestic and international famous companies ahead of the layout, depending on their financial strength, R & D, marketing network to enter this field. Just a few years, it has become an important position, many large international the company for the ABB, Schneider, SIEMENS, Legrand, Control4, Crestron, PHILPS, Matsushita, Haier, Hisense and so on, have increased investment, hope to be able to play the main guide in such an emerging field role.
This paper is divided into six parts, the first part of the competition strategy theory are reviewed; the second part in the angle of the enterprises, based on the research of competitive strategy theory, using literature analysis, case analysis, interviews and other various research methods, the use of PEST analysis, Potter five forces model, SWOT analysis and management tools and analyzes the competitive situation and characteristics of ABB intelligent Home Furnishing products are in the mainland market China industry. The ABB of intelligent Home Furnishing external environment, internal environment and ability are analyzed in detail. The division of strategic group intelligence industry. The third part of the Home Furnishing possible competition strategies: overall cost leadership the strategy, focus strategy, differentiation strategy, carried out a feasibility analysis, and clear the next step will be the implementation of competitive strategy is differentiation strategy; the fourth part from the brand Image, product technology, organizational structure, customer service, human resources, security measures of marketing aspects are needed to achieve competitive strategy, in order to maintain and consolidate the leading position in the ABB company in the industry; the fifth part puts forward the implementation of risk measures and differentiation strategy. The conclusion and suggestion are given in this paper study.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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