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论文编号：	2738
作者编号：	2120082294
上传时间：	2010/11/26 21:52:45
中文题目：	ABB公司在天津电力设备市场的竞争策略研究
英文题目：	Researches on the Competition Strategy of ABB Company in Tianjin Power Equipment Market
指导老师：	张永强
中文关键字：	电力设备市场;ABB公司;竞争策略
英文关键字：	Power equipment;ABB Company;Competitve strategy
中文摘要：	ABB集团位列全球500强企业，集团总部位于瑞士苏黎世，具有100多年的历史。ABB是电力和自动化技术领域的领导厂商，有着雄厚的技术实力和完善的销售网络。ABB集团业务遍布全球100多个国家，拥有11.7万名员工，2009年销售额高达320亿美元。但是最近一年ABB公司的增长速度缓慢，面临巨大的竞争压力。本论文从企业实际出发，深入分析ABB公司所处的环境和面临的机遇，利用相关分析方法探究ABB公司的竞争优势，并且提出一些可行性竞争策略，目的在于使ABB公司在激烈的竞争环境下获得最大的竞争优势。 在进行分析之前本文首先回顾了关于竞争方面的理论，尤其是“五力模型”和SWOT分析理论作为论文的理论支撑和指导。在市场分析的开始，首先对我国电力设备市场的总体情况进行了回顾，分析了当前电力设备市场的发展现状并对电力设备市场进行了简单的趋势预测，在其基础上分析了ABB公司的主要竞争对手（跨国公司和国内设备生产厂），包括它们的产品、销售模式、销售渠道以及销售收入等情况。 本文的核心部分分析了天津电力设备市场的现状，并对其未来五年的发展趋势进行了预测，结合ABB公司自身的竞争优势与劣势，提出战略性的竞争策略。在对天津的国民经济发展和电力设备市场进行总结回顾后，研究了天津电网在“十二五”期间电网的建设目标、投资规划，探讨了“十二五”期间主要的建设项目，并对各种电力设备的需求进行预测。对电力设备市场进行分类并对这几大市场进行分析。其中包括电网建设、工业、房地产业以及新能源产业。本文提出在国家对滨海新区进行政策倾斜的时期，把握住重要工业项目的电力设备市场将更具战略意义。其次，通过“五力模型”和SWOT工具分析ABB的现状及竞争优势、劣势。最后，通过对ABB公司分析，对ABB公司的产品定位、选择目标市场、价格政策、渠道建设等方面提出合理的战略规划及有效的竞争策略。
英文摘要：	ABB group listed on the global 500 enterprises, the group of companies headquatered in Zurich, Switzerland has more than 100 years of history. ABB is power and automation technology vendors, with strong technical strength and perfect sales network. ABB’s business scope spreads over more than 100 countries all over the world. ABB have more than 117,000 employees. And sales amount in total reached to 320 billion dollars on 2009. But in recent years the growth speed of ABB is slow down, ABB is facing huge pressure of market competition. This paper is based on the actual status, analyzes ABB company environment and opportunities facing, explore ABB company competitive advantage by a series of analytical method. And then, put forward some feasible competitive strategy that be helpful to ABB to get outstanding advantage in the fierce competition. Before all the analyzing work, it is necessary to review the theories “Five Force Model” and SWOT analysis. Those theories could ring us guidelines and advice. In the market analysis, the first is the beginning of our past few years the overall situation of the market power equipment and summarize with the current review and power equipment of the market trend, and then introduced ABB the company’s main rival (international and domestic equipment manufacturers), including their products, model and channels of distribution and sales revenue. The main part of this paper demonstrates the market situation of Tianjin power equipment, make a forecast of the next five years of development tendency. Give suggestions base on ABB’s advantage and disadvantage. After a brief retrospect of local market situation, the firstly analysis is the construction plan and investment of the power grid of Tianjin in the next five years. Discussed the major construction projects and the demands of power equipments in the next five years. Classified power equipment market and make an analysis. Including grid construction, industrial, real estate and the new energy souce industry. By the state of the new policy on slopes, seize important industrial projects in order to develop market share. Analysis the advantage and weakness of ABB by “Five Force Model” and SWOT, the get the analysis result. Finally, give suggestion to ABB by products, market, price and channel, etc.
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