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摘要
改革开放初期至上世纪90年代，电气设备厂家仅依靠个体销售员的几次甚至
一次拜访就能将设备卖给用户。然而时至今日，在政府反腐、产品日益同质化、
企业公开招标的背景下，电气企业单靠个体销售员“孤身闯天下”的模式已然难
以奏效。电气设备企业越发感到营销的艰难，主要有两个方面的原因，一是产品
高度同质化带来的竞争加剧、低价中标、费用增加、收款困难、风险增大；二是
各种资质证书需完备、技术要求日益提高，交货期要求越来越紧、产品质量要求
越发苛刻。中国虽然已经是电气产品制造大国，但是，要想为电气设备创造大国，
还有很长的路要走。由于国内厂家对研发的投入有限，很多电气设备制造企业在
产品研制方面几乎靠模仿，一旦哪款电气产品在市场上畅销，就必将引来众多的
仿制者。于是，大的电气设备制造厂家仿制国外的电气设备制造厂，小的电气设
备制造厂又跟着仿制大的电气设备制造厂的，导致电气产品十分严重的同质化问
题。不同生产厂家的同一类产品，在产品外观、技术性能、产品包装、服务手段、
渠道模式上互相借鉴，导致电气产品的使用价值日益趋同。电气产品制造厂家的
价格话语权日益变小。基于上述情况，作为跨国电气设备制造企业的库柏电气也
面临着严峻的挑战。如何制定更为科学的营销策略，如何通过不断的业务创新和
管理创新来打造企业的持续竞争力，在逆势中寻求突围路径，是摆在库柏电气营
销管理人员面前的现实问题
本文首先介绍了跨国电气设备制造企业-库柏电气的概况以及中国市场发展
现状，其次，运用PEST 模型，简要分析了国内对电力设备市场影响的宏观环境；
电气设备市场微观环境方面，根据迈克尔.波特（MICHAEL PORTER）的五力模型，
重点分析了电气设备市场购买者特点和ABB、施耐德等竞争对手情况，并深入剖析
了库柏电气公司在营销策略中存在的问题。通过市场细分、选择目标市场、市场
定位理论阐述了库柏电气营销战略定位。着重从产品组合、定价策略、促销策略
和营销渠道等方面对库柏电气公司在中国的营销现状及策略进行了分析并提出改
进建议
通过对库柏电气在中国的营销策略中存在的问题分析，本文认为，库柏电气
在产品定位上还不够清晰，在产品策略、定价策略、渠道策略上还存在改进的余
地，尤其在渠道策略上，作为其营销网络的一部分，库柏应该把渠道商视为自己
的员工，让其参与渠道战略的讨论和制定是解决渠道战略执行不到位的根本。本
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文对于库柏电气的营销策略提出了一些改进建议和保障措施。希望通过本文的研
究，能为库柏电气的营销提供一点借鉴
关键词：库柏电气，同质化，渠道
III
Abstract
From the early years of the opening-up and reform to 1990s, electrical equipment
manufacturers can get orders based on several or even one visit by an individual
salesperson. However, in today’s world, in the context of the government's
anti-corruption, increasingly homogeneity of products and public bidding, it is difficult
for electric enterprises to rely on individual salesmen alone. Electrical equipment
companies are increasingly experiencing difficulties in marketing, for this, there are two
main reasons. Firstly, the highly homogenized products bring about intensified
competition, low price bids, increased costs, difficulties in collection, and more risks.
Secondly, various qualification certificates need to be completed, technical requirements
are increasingly improved, the deadline for delivery is more and more stringent and the
quality requirements of the products are more and more demanding.
Although China is already a big manufacturer in producing electrical products,
there is still a long way to be a big country in creating electrical equipment. Since
domestic manufacturers limited investment in research and development, many
electrical equipment manufacturing companies rely on imitation in product development,
and which electrical products sell best depends on which product they copy.
Thus, large electrical equipment manufacturers imitate foreign electrical equipment
manufacturing plants, and small electrical equipment manufacturers follow the imitation
of large electrical equipment manufacturers, which leads to a serious homogeneity of
electrical products. The same products of different manufacturers learn from each other
in appearance, equipment performance, product packaging, service methods, and
marketing models, resulting in the increasing convergence of use value of electrical
products. So, the manufacturers has shrinking advantages in pricing the electrical
products.
Based on the above circumstances, Cooper Electric, a multinational electrical
equipment manufacturer, is also facing severe challenges. How to formulate a more
scientific marketing strategy, build sustainable competitiveness of enterprises through
continuous business innovation and management innovation, and seek breakthrough
paths in contrarian situations are realistic issues facing by the marketing managers of。。。。。。