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论文编号：	9525
作者编号：	2120142645
上传时间：	2017/12/7 0:10:23
中文题目：	SE公司面板开关营销策略及其实施的研究
英文题目：	Research on Marketing Strategy and Implemetation of Switch Socket in SE Conpany
指导老师：	李东进
中文关键字：	营销组合策略；STP理论；SWOT分析；品牌融合；大客户策略
英文关键字：	Marketing mix strategy；STP theory,；SWOT analysis,；Brand integration；Key account strategy
中文摘要：	SE公司作为一家世界五百强的公司，一直处于电气自动化领域的领导者位置。2003年开始在中国启动开关插座产品业务，先后收购了世界知名品牌梅兰日兰、奇胜和莫顿，迅速覆盖了民用零售市场及住宅、星级酒店、高端写字楼等各种类型的工程项目，经过在中国十几年的发展，SE已经成功跃居进口品牌的首位。SE开关插座业务正凭借其丰富的产品线、专业稳定的质量和完善的服务体系赢得更多中国消费者的青睐。为加强品牌聚焦效应，SE公司于2009年开启了品牌融合的征程，将公司旗下的梅兰日兰（Merlin Gerin）、奇胜（Clipsal）和莫顿（Merten）三大品牌成功融合为一个“SE”品牌，并与灯光控制系统、综合布线系统合并成立SE独有的智能生活空间部（Life Space），更好地专注于为不同类型的客户提供智能化、高性能、全方位的终端电气解决方案。然而，面板开关市场的竞争异常激烈，尤其是在大型工程项目的集中采购中，面板开关相对其它电气产品，具有技术门槛相对较低、项目采购周期较长、决策环节相对混乱的特点，此外，面板开关市场的竞争品牌众多，产品品质良莠不齐，使得不占价格优势的SE电气在竞争中面临诸多挑战。在今后相当一段时期内，面板开关作为关注度较低的行业，将会在发展速度、技术创新、服务体系等方面进行更为激烈的竞争，SE公司也将长期面临外资品牌和民族品牌的双重夹击。文章通过SWOT模型详细分析了SE公司在面板开关市场环境中的优势、劣势、机会和威胁，通过波特五力模型和PEST分析法来研究SE公司所面临的竞争环境和宏观环境，并结合STP和4P等营销理论，对SE公司进行市场细分、目标客户分析以及产品定位分析，从而制定出针对SE市场的产品及品牌、价格、渠道和促销策略，以及如何进行有利的关系营销策略。最后为保证SE公司营销策略的有效实施，在企业制度和文化建设、组织结构优化、员工激励和人才培养等几个方面提出建议和改进方案。希望SE公司通过本文的研究可以进一步发挥出自我优势，巩固自身竞争力，从而在激烈的市场竞争中继续保持领导者的地位，实现销量的稳步增长。同时，也希望SE公司的成功之处，也能为民族企业和跨国企业在中国的营销和管理方面提供有利的经验和借鉴。
英文摘要：	SE company as the Fortune 500 company, is in the first position in the field of electrical automation. In 2003, SE started the switch socket business in China, acquired the world famous brand Merlin Gerin, Clipsal and Merten, successfully got the residential, hotel, office, schools, hospitals, airports and other types of projects with the rapid development, during more than 10 years in China, SE company has become the first place among the world famous brands. In 2016, the sales of SE switch socket in China was nearly 1 billion RMB. Relying on its rich product line, stable quality, professional quality, high quality service system, SE switch socket business has won favor of more and more Chinese consumers. To strengthen the focus effect of products, SE company launched a brand integration campaign in 2009, integrating its Merlin Gerin, Clipsal and Merten brands into a " SE" brand, combined with lighting control system and integrated cabling system to establish an independent intelligent life space department, to focus on providing all-dimensional, high-performance, intelligent and network digital terminal electrical solutions for different types of customers and different levels of needs. However, compared with other electrical products, the competition of switch socket market is fierce, especially in large-scale project with centralized procurement due to the low technical threshold and the long project procurement cycle and the chaotic decision-making process and numerous competition brand, SE company face many challenges due to their high price. In the future of a period of time, the socket switch business will be in the more comprehensive and full competition of scale efficiency and technological innovation advantages and other aspects with development speed. The SE company will also face the dual attack of foreign brands and national brands in the long run. This paper analyzes the strengths, weaknesses, opportunities and threats of SE company through SWOT in detail, so as to formulate the products, prices, channels and promotion strategies for the market in China as well as the customer relationship management strategy and brand strategy, the market segmentation and target customer analysis and product positioning analysis of SE company are conducted and by 4ps and STP marketing theories. Finally, in order to ensure the effective implementation of the se company marketing strategy, we throw out some suggestion in the enterprise system and cultural construction, organizational structure optimization, staff motivation and personnel training, and so on several aspects of recommendations and improvement programs. I hope that SE company can better play its own advantages and further enhance its competitiveness and provide more rich and superior products and solutions for the electrical accessories market through this research. At the same time, I hope the success of SE company can also provide beneficial experience and reference for national enterprises and multinational enterprises in the marketing and management of China.
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