ABB公司中国区冶金服务业务的营销策略研究

发布时间：2018-03-18 11:35

本文选题：过程自动化　切入点：服务　出处：《吉林大学》2013年硕士论文　论文类型：学位论文

【摘要】：ABB作为电力与自动化技术的领导企业之一，一直致力于帮助电力、工业和公共事业企业提高业绩，同时降低企业风险。在低压电器领域，ABB已经成为行业领袖，但在过程自动化服务领域，ABB还处于市场发展者，还受到同行业竞争对手西门子和施耐德的挑战。 ABB过程自动工程与服务业务单元在这十几年经历了快速的发展，2011年以来，在我国的“十二五”时期开局之年，经济发展处于转型的关键时期。受到国内宏观调控和欧美债务危机的影响，金属工业运行呈现前高后低的态势。钢铁产量保持较高增长，经济下行压力增大，生产运行各项指标逐月走低，钢铁价格震荡，行业运行困难越来越重，整个行业迎来历史性寒冬。ABB冶金与有色金属服务业务也因此面临严峻的考验，，迫切需要调整并制定新的服务业务营销策略来帮助企业寻找利润空间，实现价值最大化。本论文运用市场营销、战略策略、经济学等理论和方法，结合在ABB的具体项目和实践经验，分析并论述了ABB过程自动化服务业务在中国竞争市场中所处的地位，面临的新的市场环境和市场需求变化，揭示了ABB过程自动化工程与服务部的冶金营销战略必须是以客户为向导，结合市场与政策环境，根据客户的实际需求制定出战略。本论文主体主要分为五部分：论文首先介绍了研究背景、研究意义和内容。其中研究背景主要介绍了ABB中国以及冶金服务业务的介绍和概述。其次分析了ABB公司冶金服务业务的环境、竞争环境、SWOT分析和内部环境分析。从不同的角度深入分析了ABB公司冶金服务业务的现状，找到ABB公司冶金服务业务在发展过程中存在的问题和潜在威胁，同时也分析了ABB公司冶金服务业务的优势和价值。第三，通过对ABB公司冶金服务业务的分析，明确ABB公司冶金服务业务的市场细分、目标和定位。第四，综合以上的分析，得出ABB公司冶金服务业务的营销策略，主要包括四个方面--整体化与多元化结合的产品策略，差异化的价格策略，销售人员和渠道策略，促销策略等。本文在分析ABB公司冶金服务业务的发展现状及存在的问题的基础上，剖析企业发展瓶颈存在的主要原因，并为ABB公司冶金服务业务调整经营战略，从而提高企业自身的行业竞争力，扩大其利润空间，进一步维护企业的市场定位，制定出在未来更为行之有效的策略.
[Abstract]:As one of the leading power and automation technology companies, ABB has been working to help power, industrial and utility companies improve their performance while reducing enterprise risk. But ABB is still a market player in process automation services and is challenged by rivals Siemens and Schneider. ABB process automation engineering and service business unit has experienced rapid development in the past ten years. Since 2011, it has been at the beginning of the 12th Five-Year Plan period in China. Economic development is in a critical period of transition. Under the influence of domestic macroeconomic regulation and control and the debt crisis in Europe and the United States, the operation of the metal industry has shown a trend of high before and after low. Steel production has maintained a relatively high growth, and the downward pressure on the economy has increased. The indexes of production and operation are lower every month, the price of iron and steel is fluctuating, and the operation difficulty of the industry is becoming more and more serious. The whole industry is facing a severe test for its metallurgical and non-ferrous metal service business in the historic winter. It is urgent to adjust and formulate new marketing strategies to help enterprises find profit space and maximize their value. Based on the theories and methods of marketing, strategic strategy and economics, this paper analyzes and discusses the position of ABB process automation service in China's competitive market, combining with the concrete project and practical experience in ABB. The new market environment and the change of market demand reveal that the metallurgical marketing strategy of ABB process automation engineering and service department must take the customer as the guide, combine the market and policy environment, and draw up the strategy according to the customer's actual demand. The main body of this paper is divided into five parts:. Firstly, this paper introduces the research background, significance and content of the research, in which the research background mainly introduces the introduction and overview of ABB China and metallurgical service business. Secondly, it analyzes the environment, competition environment and internal environment of metallurgical service business of ABB Company, and analyzes the present situation of metallurgical service business of ABB Company from different angles. The problems and potential threats in the development of metallurgical service business of ABB Company are found. At the same time, the advantages and value of metallurgical service business of ABB Company are analyzed. Thirdly, through the analysis of metallurgical service business of ABB Company, the market segmentation, target and position of metallurgical service business of ABB Company are clarified. 4th, synthesizes above analysis, obtains the ABB company metallurgical service business marketing strategy, mainly includes four aspects-the product strategy which the integration and the diversification unifies, the differential price strategy, the sales personnel and the channel strategy, Promotion strategies, etc. On the basis of analyzing the present situation and existing problems of metallurgical service business in ABB Company, this paper analyzes the main reasons for the bottleneck of enterprise development, and adjusts the management strategy for metallurgical service business of ABB Company. In order to improve the industry competitiveness of enterprises, expand their profit space, further maintain the market positioning of enterprises, and formulate more effective strategies in the future.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

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