外资企业所带来的国外先进技术和高质量产品极大的满足了国内快速增长的市
场需求，同时，国内企业从对国外产品仿制开始，通过不断消化国外先进技术，吸收
国际先进营销管理理念，从无到有，从小到大，慢慢走上了独立研发的道路，对外资
企业同类产品已然形成挑战之势。OZS 公司作为中高压电力行业全球第四的电力设
备制造企业，在中国的黄金 10 年中，也得到了快速的发展。但随着中国经济进入新
常态，进入电力行业的国内企业越来越多，使得电力行业企业间的竞争变的越来越激
烈。OZS 公司在中国的生存发展也遭遇到了新的挑战。分析当下 OZS 公司在中国所
处的市场环境，结合自身所拥有的技术和管理等方面优势，制定出贴合市场的营销策
略，必能使公司在新的市场形势下，立于不败之地

本文以 OZS 公司在中国分公司为研究对象，首先，对 OZS 中国分公司当前的市
场营销现状，主要客户，主要竞争对手作详细的分析，找出 OZS 公司现价段存在的
主要问题，并分析背后的原因。同时，详尽分析 OZS 公司在中国所处的政策环境，
经济与产业环境，社会环境，技术环境等宏观环境。然后，使用 SWOT 分析法对 OZS
公司的优势，存在的不足，面临的机遇和威胁作归纳分析，并运用 STP 理论，通过
对 OZS 中国分公司以项目类别为准则作市场细分，目标市场选择，市场定位。最后，
基于 4P 理论，提出和改进 OZS 中国分公司相关策略：提出产品国产化及引进新产品
策略，完善密封投标定价法价格审批流程，提出主动竞争定价法策略，提出直接渠道
和间接渠道相结合、大客户团队直销的渠道组合策略以及促销组合策略，并结合 OZS
中国分公司当前实际运营情况，完善服务策略，提出网络远程售后服务策略，并制定
营销策略实施保障。从而提高 OZS 中国分公司的核心竞争力，使 OZS 公司获得可持
续发展。同时，希望也能为同类型的制造企业提供一定程度的借鉴和启示

关键词：电力设备， 气体绝缘， 营销策略ABSTRACT
III
ABSTRACT
With China&39;s accession to the WTO in December 11, 2001, China&39;s opening up of the
industry ushered in a new stage, China&39;s economy has entered a golden 10 years, the
business of multinational enterprises has been rapid developed in China.
The advanced technology and high quality products perfectly meet the fast growing
domestic market demand, which brought from foreign enterprises, at the same time,
domestic enterprises begin to imitate foreign products through continuously learning
foreign advanced technology, absorbing advanced concept of international marketing
management. Started from zero, begun small to large, and embarked on the road of
independent research and development slowly, which has already formed a potential
challenge to the similar products of foreign invested enterprises. OZS Company as the
world&39;s fourth power equipment manufacturing enterprises in medium and high voltage
power industry, has also been rapid development in China&39;s golden past 10 years. However,
as China&39;s economy entered into new normal, more and more domestic enterprises came
into the power industry, which made the fierce competition between the power industry
enterprises increased. OZS Company&39;s survival and development in China has also faced
new challenges. With analysis of OZS Company in current Chinese market environment,
combined with its own technology and management advantages, to develop joint
marketing strategy, will enable the company in an invincible position in the new situation
of the market.
This thesis takes the OZS Company’s China branch as the research object, firstly,
introduces the current marketing situation of OZS China branch, it includes the main
customers, the detail analysis of main competitors. And find out the main problems
existing in OZS Company as well as analyze the reasons. At the same time, a detailed
analysis of the policy environment, economic and industrial environment, social
environment, technical environment and other macro environment of OZS Company in
China. Then, use the SWOT theory analysis to OZS Company&39;s strengths, weaknesses,
opportunities and threats, and makes market segmentation, target market, market
positioning by project categories through STP theory for OZS China branch. Finally, based
on the 4P theory, and put forward relevant improvement strategy as products localization西安电子科技大学硕士学位论文
IV
and introduction of new foreign products, sealed bid price approval process improvement,
active competition pricing, combination of direct and indirect marketing channel while
direct marketing channel to big customer, service improvement, and customer service
through long-distance network, according to OZS China branch’s current actual operation
situation, and also makes the safeguard implementation of those marketing strategy. So as
to improve the core competitiveness of OZS branch of China, which makes OZS company
to achieve sustainable development. At the same time, it is hoped to provide some
reference to those manufacturing enterprises who has the similar type.
Key words: Power equipment, gas insulation, marketing strategy插图索引
V
插图索引
图 1.1 论文框架图...5
图 3.1 SF6 气体绝缘中压开关设备范畴图...........13
图 3.2 OZS 中国分公司的组织结构图......17
图 3.3 OZS 中国分公司销售业绩..20
图 3.4 OZS 中国分公司 2016 年销售业绩分布....20
图 3.5 OZS 中国分公司近三年各区域销售态势..21
图 3.6 国家电网公司项目计划审批流程图.........23
图 3.7 OZS 公司投标价格申请流程..........28
图 3.8 施耐德公司定价流程.........28
图 3.9 OZS 公司销售人员配置图..30
图 3.10 OZS 中国分公司生产流程图........36
图 3.11 销售业绩对比 .......37
图 4.1 2010-2015 年我国电力投资情况（图片来源：中国产业信息网）........42
图 4.2 全国铁路固定资产投资态势&预测 （数据来源：中国产业信息网）42
图 4.3 OZS 公司高能量实验室......45
图 4.4 OZS 公司演示与试验单元（UDEX） ......45
图 5.1 项目公司模式.........50
图 5.2 指挥部模式.50
图 5.3 可能的价值方案.....55表格索引
VII
表格索引
表 3.1 开关设备分类表.....13
表 3.2 市场产品分析.........15
表 3.3 产品价格水平相似企业分析.........31
表 4.1 OZS 中国分公司 SWOT 分析表....48
表 5.1 细分市场态势表.
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