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论文编号：	10945
作者编号：	2220160784
上传时间：	2019/6/13 21:00:11
中文题目：	ABB公司中压变频器产品营销策略研究
英文题目：	Research On Marketing Strategy Of ABB Medium Voltage Converter
指导老师：	林润辉
中文关键字：	ABB公司；中压变频器产品；营销策略；产品销售
英文关键字：	ABB Company；Medium voltage converter；Marketing strategy；Product sales
中文摘要：	摘要 近几十年来，世界整体处在一段相对和平的时期，市场经济取得巨大的发展，世界经济形势发生了巨大变化。中国作为世界经济的重要一份子，从1978年改革开发，发展有中国特色的市场经济，招商引资大量跨国企业，中国通过40年的发展已进入“跨国时代”。区域经济一体化的特征日益明显。跨国公司逐渐成为全球经济增长的主要推动力。为了应对困难和跨文化经营的投资过程中不断挑战，跨国公司应该采取更科学的策略和最合适的业务不断发展自己，提高自己的投资方法，管理系统和业务战略。加强竞争力，从而在国际舞台上发挥可持续的作用。 本文主要以ABB公司在中国的运营为例，从对ABB公司的中压变频器产品出发，介绍ABB公司对于中压变频器产品系列的营销策略，近年来的全球业务情况以及现有的ABB业务部门。对公司的运营情况ABB的充分了解的基础上，本文使用模式PEST分析，SWOT模型分析，STP理论，4P的营销和相关理论的理论，并通过PEST模型的相关理论进行分析，SWOT模型分析，STP理论和4P营销理论分析研究。根据收集整理相关数据，并进行分类，与ABB公司真实情况相结合，这项研究通过考察ABB公司的中压变频器产品以及其在市场上的竞争对手，分析了当前的内外部形势和ABB公司本身的竞争力，认真研究提高产品市场竞争力的策略。它为ABB公司的中压变频器产品营销策略提供了理论基础。 其次，分析了在中国ABB公司的中压变频产品营销环境。首先，基于PEST分析法，分析了中压变频器产品在中国经济市场中的宏观环境和基于竞争由产品的主要特点和最终用户的行业特性分析；其次，根据目标市场和营销组合的4P理论的，产品结构制定价格的优化策略，一体化战略，促进中压变频器产品的渠道策略；优化营销服务流程，提高营销服务质量。 ABB公司引入了中压变频器技术，质量，渠道和管理措施，以确保产品销售。 随着世界经济的快速发展，如果本地企业要走出国门，迈向世界舞台，他们需要先进的管理经验和国际大公司的学习，在学习和实践中不断成长。 关键词：ABB公司；中压变频器产品；营销策略；产品销售
英文摘要：	Abstract In recent decades, the world as a whole has been in a period of relative peace. The market economy has made great progress and the world economic situation has undergone great changes .As an important part of the world economy, China has entered the "transnational era" through 40 years of development since 1978, when reform and development, the development of a market economy with Chinese characteristics, and the introduction of a large number of multinational enterprises. The characteristic of area economic integration is increasingly apparent. Multinational corporations are gradually becoming the main driving force of global economic growth. In order to cope with the difficulties and challenges in the investment process of cross-cultural operation, multinational companies should adopt more scientific strategies and the most appropriate business to constantly develop themselves and improve their investment methods, management systems and business strategies. Strengthen competitiveness and thereby play a sustainable role on the international stage. Taking the operation of ABB in China as an example, this paper starts from the medium-voltage converter products of ABB, introduces the marketing strategy of ABB for medium-voltage converter product series, the global business situation in recent years and the existing ABB business departments. On the basis of full understanding of ABB's operation situation, this paper USES PEST analysis, SWOT model analysis, STP theory, 4P marketing theory and related theories, and conducts analysis and research through PEST model theory, SWOT model analysis, STP theory and 4P marketing theory. According to relevant data collected and sorted and classified, combined with the real situation of ABB, this study analyzed the current internal and external situation and the competitiveness of ABB by investigating its medium-voltage converter products and its competitors in the market, and seriously studied the strategy to improve the competitiveness of the product market. It provides the theoretical basis for ABB's marketing strategy of medium voltage converter. Secondly, it analyzes the marketing environment of medium voltage converter products of ABB in China. Firstly, based on PEST analysis, this paper analyzes the macro environment of medium-voltage converter products in China's economic market and the main characteristics of products and industry characteristics of end users based on competition. Secondly, according to the 4P theory of target market and marketing mix, product structure, price optimization strategy, integration strategy, channel strategy to promote medium voltage converter products; Optimize the process of marketing service and improve the quality of marketing service. ABB introduced medium-voltage converter technology, quality, channel and management measures to ensure product sales. With the rapid development of the world economy, if local enterprises want to go abroad and step on the world stage, they need to have advanced management experience and learn from international large companies to keep growing through learning and practice. Key words：ABB Company；Medium voltage converter；Marketing strategy；Product sales
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