电动机是把电能转换成机械能的一种设备,低压三相异步电动机应用行业非常广

泛,几乎覆盖所有设备制造行业。电动机的用电量在总用电量中占相当大的比重,其用

电量约占工业用电量的75%左右,占总用电量的64%左右。提到节能减排,工业节能中

的电动机节能就是工作的首要方向。作为中国电机制造的领导企业,ABB电机公司始

终坚持高质量的产品和高水平的能效标准,一直把推广髙效节能电动机作为企业义不容

辞的责任,ABB自2007开始引进M3系列高效过程自动化系列电动机,2013年又开始

引进M2系列高效率、高可靠性的普通工业用途电动机,2014年将全面启动此新品的市

场推广和销售工作。

本文主要按照外部分析和内部分析的思路,结合ABB电机公司的新品如何成功推

入市场的目标,运用市场调研的方法进行研究,最终提出ABB电机公司M2系列高效

节能新品的推广策略。

首先,提出问题。ABB电机公司M2系列电机已经设计完成,需要尽快制定新品推

广策略并展幵实施。

其次,分析问题,分析国内电机市场并运用PEST理论、波特五力模型、市场细分

和定位理论对ABB电机公司的经营环境、产品定位以及产品结构进行分析。

再次,运用市场调研方法,对电机主要应用不同行业进行分析,确定M2系列电机

的主要推广行业。

最后,针对不同行业运用“4Ps-4Cs-4Rs的市场营销组合理论提出主要细分行业的市

场营销组合策略并建立推广计划能顺利执行的保障措施。

关键词:PEST理论;五力模型;市场细分;市场定位;问卷调查

第II页
华东理工大学硕士学位论文

Marketing mix Strategic Research on energy-efficient new product of ABB

Motor Company

Abstract

Motor is a device to convert electrical energy into mechanical energy. Low-voltage

three-phase asynchronous motor industry is very extensive application, covering almost all

the equipment manufacturing industry. Motor consumption accounts for a large proportion of

the total electricity consumption,about 75% of industrial consumption and about 64% of the

total electricity consumption. Mentioned energy conservation,industrial motors energy saving

is the most preferred direction.

As China's leading motor manufacturing companies, ABB motor company always

provide a high-quality and high efficiency product in the motor market. ABB Company began

to introduce M3 series motor in 2007. They will introduce M2 series motors of high efficiency,

low and high reliability in 2013. ABB motor company will launch marketing and sales work

in 2014.

This thesis will follow an idea of external analysis and internal analysis, and combine

how to access to the market. This thesis will use market research methods to study. Ultimately,

we will propose a new product promotion strategy.

First of all, raising questions, ABB Motor Company has completed M2 series motor

design, we need to develop new marketing strategies and expand as quickly as possible to

implement. Secondly, the analysis of the problem,analyzing motor product market and the

use of the PEST theory, Porter's five forces model and market segmentation and positioning

theory. We will analyze the business environment, product positioning and structure about

ABB Company.

Again,we will use market research methods, and analyze the motor industry applications.

We need to determine priority to the promotion of industry.

Finally,the use of 4Ps-4Cs-4Rsn marketing mix theory for different industries, propose

priority marketing strategy to promote the industry and Establish safeguards to promote the

smooth conduct of safeguards.

Keywords: PEST; Five Forces Model; market segmentation; positioning; research methods