联系我们

论文查询结果	返回搜索

论文编号：	11296
作者编号：	2320170303
上传时间：	2019/12/11 15:22:53
中文题目：	ABB中国在沙特石油化工行业的市场营销战略与策略研究
英文题目：	Research on marketing strategies in Saudi Arabia OGC market by ABB China
指导老师：	许晖
中文关键字：	电气设备制造行业;集成解决方案;沙特石油化工行业;沙特2030愿景
英文关键字：	electrical equipment manufacturing industry; integration solution, Saudi Arabia OGC industry; Saudi Arabia’s Vision 2030
中文摘要：	中国电气设备制造业主要由跨国电气集团和中国本土电气设备制造企业组成。改革开放以来，跨国电气巨头纷纷进入中国市场，代表公司有：德国西门子、瑞士ABB、法国施耐德、美国GE、日本三菱、韩国现代等。这些跨国电气集团的进入，不仅带来了尖端的技术、优质的产品和优秀的人才，在为我国电力行业基础建设做出巨大贡献的同时，也为我国本土电气设备制造业技术及工艺水平发展提供了学习良机。从上世纪九十年代开始，中国电气设备制造行业涌现出了诸多知名的本土品牌，如：西电、保变、新疆特变、沈高、长江电气、南瑞、南自、正泰、德力西等。经过多年的学习与实践，本土品牌的技术能力大大提高、产品质量愈趋稳定、价格优势愈加明显。尽管中国市场需求增长可见，但本土品牌竞争力的快速提高，使得跨国电气巨头在中国市场的生存空间正在被压缩，加上多年来中国市场的高速发展，跨国电气巨头业务基数庞大，故而发现：近年来，多数跨国电气巨头业务增长趋缓，已进入发展瓶颈期，迫切需要找到新的强力的市场增长点。 沙特是“一带一路”倡议沿线重要国家，拥有丰富的石油资源，素有“石油王国”之称，石油储量和剩余可采量均居世界首位。沙特石油化工行业主要成员公司有沙特阿美石油公司（简称：沙特阿美）和沙特基础工业公司（简称：沙比克），这两家公司的业务集合覆盖了整个沙特石油化工行业的全产业链，占据沙特石油化工行业90%的份额，是全球各国工程总承包公司以及设备制造企业的战略客户。 本人任职ABB中国的销售总监，如上所述业务增长问题正是本人当前在ABB中国工作所遇到的问题，本研究选题“ABB中国在沙特石油化工行业的市场营销战略与策略研究”，旨在以MBA课程的理论知识为基础，通过理论与实践相结合，去分析和解决实际工作中遇到的问题。
英文摘要：	When we talk about electrical equipment manufacturing in China, there exists both international brands and China local manufacturers. Especially after Reform and Opening up in China, overseas electrical giants flooded into China market like Siemens from Germany, ABB from Switzerland, Schneider from France, GE from US, Mitsubishi from Japan, Hyundai from Korea etc. Coming along with those international reputable companies are advanced technology, quality products and skilled talent which contributed remarkably to our electrical industry development and created a critical opportunity for our electrical industry to learn and grow especially from technology perspective. While time after 1990 witnessed burgeoning of China local manufacturers such as XD, Baobian Electric, TBEA, Shengao, Changjiang Electric, Nari, SAC, CHNT, DELIXI etc. Years of learning and practice in real market rewarded them more advanced technology, increasingly stable quality and more competitive price. While international companies are facing compressed space due to the rapidly increased competitiveness of China local brands even though a notable increase is showing itself in China market. Plus the great expansion international brands have made during the period that China market experienced exponential growth, there is no big difficulty to realize that recent years have seen a flat growth for most of international brands for their business in China market and they are experiencing a bottleneck to get out of which, they are urgently in need of a strong and new growth force. Saudi Arabia is located along One Belt One Road and in possession of rich oil and gas resources. Those two giants comprise the complete value chain of OGC in Saudi Arabia, standing 90% shares of OGC industry in Saudi Arabia and the critical customer for EPCs and manufacturers across the world. Even under the low oil price circumstance in recent years, a not small number of projects are still launched by Saudi Aramco and SABIC. Working as a sales director in ABB China Limited, the aforementioned acts as the exact challenge I am practically facing. This article Research on marketing strategies in Saudi OGC market by ABB China is written to find a solution to business growth by packaging ABB China products and following the step of China One Belt and one Road initiative and go abroad strategy to explore and expand in Saudi OGC market. This research is based on the theoretical knowledge I absorbed from MBA courses and combine actual practice to analyze and solve problems during work.
查看全文：	预览  下载(下载需要进行登录)