RA公司中型架构系统市场发展策略研究
发布时间：2018-10-30 09:54
【摘要】：工业自动化在是我国工业发展的重要组成部分。与国外发达国家相比,我国的工业现代化水平还有很大的提高空间。这也是中国自动化市场具有广大的市场总量和发展潜力,能吸引国内外主要自动化供应商进入中国的主要原因。从近20年来的主要指标来看,这些公司都保持着高速增长,有些公司在中国的增长速度甚至两倍或三倍于其本土或者全球平均增速。随着我国经济的全球化发展和工艺水平的提高,代表着机械制造水平的工业自动化水平也在不断的提升。在这个领域一直都是以西门子、三菱、施耐德电气、通用电气和欧姆龙等品牌主导的市场。RA作为高端的自动化品牌,在市政、冶金、汽车和电力等传统项目市场具有了较大份额和市场认可度。RA在这些市场上已经比较成功,同时也积累了丰富的大客户开发经验、行业洞察力和解决方案。但是近年来不断兴起的中型架构系统和与之有较大联系的机械制造工业,则有重新洗牌自动化控制市场,建立市场寡头的趋势。RA今年的传统行业也受到国家投资放缓、宏观经济增速放缓的影响,难有突破性增长。RA自身也一直在探求新的发展领域,希望通过发展以机械制造为主的中型架构系统(Midrange system)扩大其中国市场业务规模。更重要的是利用中国制造工厂的地位,在中国出口的机械中大规模使用RA品牌控制系统,从而对中国之外其他国家和地区的业务起到带动作用,避免其他品牌通过中国市场的嵌入的元件反作用威胁到RA在其他市场的影响力,使RA全球范围内也能在这个巨大的市场里占有一席之地。并借此业务的发展提升自身在运动控制等精密控制领域的业务能力和技术水平,提升整体竞争力。本次论文主要以中国的工厂自动化控制和机械制造自动化相关产品进行分析。并结合RA在中国的业务优势、业务发展目标和总体策略,结合近几年中型架构系统市场情况分析RA应该采取的市场策略、组织结构、资源分配等,以其提升RA在中型市场的市场占有率和市场影响力。实现公司提出的整体业务目标。首先,介绍公司总体业务目标,从4P的角度分析RA公司目前情况和发展中型架构系统市场对应的优劣势。然后,通过公司外部环境分析(PEST)对外部条件逐一分析。再通过波特五力模型系统化的进行竞争态势分析。建立内外部评价模型,通过专家评定条件和第三方调研数据建立评价矩阵和分析模型。之后再逐一分析内部模型,构建内部矩阵分析发展中型市场的优劣势和距离理想内部环境需要做的工作。根据内部影响因素列出指定策略所需要的必要条件和关键指标。最后,通过SWOT矩阵和GE矩阵,分析中型市场内外部所需因素,提出本文的策略,对于需要解决的问题,结合RA实际情况,给出对应的解决方案。
[Abstract]:Industrial automation is an important part of China's industrial development. Compared with foreign developed countries, China's industrial modernization level still has a lot of room for improvement. This is also the main reason why China's automation market has broad market volume and development potential, and can attract major domestic and foreign suppliers of automation to enter China. All of these companies have maintained high growth rates over the past two decades, with some growing at twice or three times the average growth rate in China, either locally or globally. With the development of economic globalization and the improvement of technological level, the level of industrial automation, which represents the level of machinery manufacturing, is constantly improving. The market has been dominated by brands such as Siemens, Mitsubishi, Schneider Electric, GE and Omron. RA is the high-end automation brand in municipal, metallurgical, Traditional project markets, such as automobiles and electricity, have a large share and market acceptance. RA has been successful in these markets, and has accumulated rich experience in the development of major customers, industry insight and solutions. But the medium-sized architecture systems that have been emerging in recent years and the machinery manufacturing industry that is more connected to them have the tendency of reshuffling the automation control market and creating oligopoly. RA's traditional industries have also suffered a slowdown in state investment this year. The impact of the slowdown in macroeconomic growth is difficult to achieve breakthrough growth. RA itself has been exploring new areas of development, hoping to expand its business in China through the development of (Midrange system), a medium-sized architecture system based on machinery manufacturing. What is more important is to take advantage of the status of Chinese manufacturing plants and to use the RA brand control system on a large scale in machinery exported from China, thus playing a leading role in business in other countries and regions other than China. Preventing other brands from counteracting embedded components in the Chinese market threatens RA's influence in other markets, giving RA a global presence in this huge market. With the development of this business, we can improve our own business ability and technology level in precision control field, such as motion control, and enhance the overall competitiveness. This paper mainly analyzes the related products of factory automation control and machinery manufacturing automation in China. Combined with RA's business advantages in China, business development objectives and overall strategy, combined with the market situation of medium-sized architecture system in recent years, the paper analyzes the market strategy, organizational structure, resource allocation and so on that RA should adopt. To enhance the market share and market influence of RA in medium-sized markets. Achieve the company's overall business objectives. First of all, it introduces the overall business objectives of the company, analyzes the current situation of RA Company and the advantages and disadvantages of developing the medium-sized architecture system market from the point of view of 4P. Then, through the company's external environment analysis (PEST) external conditions one by one. Then through Porter's five-force model to systematize the competitive situation analysis. The internal and external evaluation model is established, and the evaluation matrix and analysis model are established through expert evaluation conditions and third party survey data. Then the internal model is analyzed one by one, and the internal matrix is constructed to analyze the advantages and disadvantages of developing the medium market and the work to be done in the distance from the ideal internal environment. List the necessary conditions and key indicators required for a given policy based on internal impact factors. Finally, through SWOT matrix and GE matrix, the paper analyzes the internal and external factors of medium market, and puts forward the strategy of this paper. For the problems that need to be solved, combined with the actual situation of RA, the corresponding solutions are given.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.6
本文编号：2299665
[Abstract]:Industrial automation is an important part of China's industrial development. Compared with foreign developed countries, China's industrial modernization level still has a lot of room for improvement. This is also the main reason why China's automation market has broad market volume and development potential, and can attract major domestic and foreign suppliers of automation to enter China. All of these companies have maintained high growth rates over the past two decades, with some growing at twice or three times the average growth rate in China, either locally or globally. With the development of economic globalization and the improvement of technological level, the level of industrial automation, which represents the level of machinery manufacturing, is constantly improving. The market has been dominated by brands such as Siemens, Mitsubishi, Schneider Electric, GE and Omron. RA is the high-end automation brand in municipal, metallurgical, Traditional project markets, such as automobiles and electricity, have a large share and market acceptance. RA has been successful in these markets, and has accumulated rich experience in the development of major customers, industry insight and solutions. But the medium-sized architecture systems that have been emerging in recent years and the machinery manufacturing industry that is more connected to them have the tendency of reshuffling the automation control market and creating oligopoly. RA's traditional industries have also suffered a slowdown in state investment this year. The impact of the slowdown in macroeconomic growth is difficult to achieve breakthrough growth. RA itself has been exploring new areas of development, hoping to expand its business in China through the development of (Midrange system), a medium-sized architecture system based on machinery manufacturing. What is more important is to take advantage of the status of Chinese manufacturing plants and to use the RA brand control system on a large scale in machinery exported from China, thus playing a leading role in business in other countries and regions other than China. Preventing other brands from counteracting embedded components in the Chinese market threatens RA's influence in other markets, giving RA a global presence in this huge market. With the development of this business, we can improve our own business ability and technology level in precision control field, such as motion control, and enhance the overall competitiveness. This paper mainly analyzes the related products of factory automation control and machinery manufacturing automation in China. Combined with RA's business advantages in China, business development objectives and overall strategy, combined with the market situation of medium-sized architecture system in recent years, the paper analyzes the market strategy, organizational structure, resource allocation and so on that RA should adopt. To enhance the market share and market influence of RA in medium-sized markets. Achieve the company's overall business objectives. First of all, it introduces the overall business objectives of the company, analyzes the current situation of RA Company and the advantages and disadvantages of developing the medium-sized architecture system market from the point of view of 4P. Then, through the company's external environment analysis (PEST) external conditions one by one. Then through Porter's five-force model to systematize the competitive situation analysis. The internal and external evaluation model is established, and the evaluation matrix and analysis model are established through expert evaluation conditions and third party survey data. Then the internal model is analyzed one by one, and the internal matrix is constructed to analyze the advantages and disadvantages of developing the medium market and the work to be done in the distance from the ideal internal environment. List the necessary conditions and key indicators required for a given policy based on internal impact factors. Finally, through SWOT matrix and GE matrix, the paper analyzes the internal and external factors of medium market, and puts forward the strategy of this paper. For the problems that need to be solved, combined with the actual situation of RA, the corresponding solutions are given.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.6
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