随着中国经济社会的不断发展和人们物质生活水平的提高,消费者需求呈现

多层次、多样化和个性化特点。满足客户不同层次的需求,向消费者提供质量更

优的产品是企业在激烈的市场竞争中保持持续竞争优势的关键,这就需要企业以

客户需求为导向,结合市场环境和自身能力制定出适合企业的营销战略。ABB公

司作为一家世界500强企业,开关插座是低压业务单元的其中一个产品,自1994

年起开始进入中国市场。目前,低压业务单元已在中国设立4家生产型企业、4个

物流中心、15个服务中心以及41家服务工作站,销售业务覆盖全国近270个城市。

虽然ABB开关插座产品具有先进技术方案,优良的品质,但是ABB开关插座在

中国的市场占有率一直较低。

为找出ABB开关插座市场竞争力不强的深层次原因,本文拟运用营销战略的

理论和市场营销的分析方法,在对ABB开关插座产品市场竞争环境和市场地位进

行分析的基础上,结合开关插座行业的宏观环境和行业环境,制定出适合ABB幵

关插座产品的营销战略。从开关插座行业的宏观环境和行业环境看,一方面,随

着社会经济发展和城镇化的不断推进,开关插座的市场需求量也将不断增加,具

有较好的市场前景;另一方面,幵关插座行业的市场准入门槛较低,且市场集中

度低,竞争较为激烈。通过SWOT分析可以看出,ABB开关插座在自身的品牌建

立、技术、销售网络和管理方面都有较大优势,但存在的主要问题是产品价格较

高、市场销售灵活性较差,并且ABB开关插座知名度相对较低;从外部环境看,

社会经济增长和中国房地产市场的平稳发展、国内客户对国际品牌的认可、国家

对产品安全要求逐步提高以及节能幵关插座需求的不断增加都为ABB幵关插座提

高市场占有率提供了机会,但同时随着国内其它开关插座企业的发展以及品牌竞

争日趋激烈,也对ABB幵关插座拓展市场带来了一定的威胁。

综上,ABB开关插座应在充分抓住外部机遇的同时,合理利用自身优势,采

取SO策略。通过市场细分,ABB开关插座应确立以下五个主要目标市场:即一

类消费城市的住宅、一类消费城市的高端写字楼、全国主要房地产商、连锁酒店

和超市、机场、火车站等大型基础设施。针对不同的目标市场应分别实施不同的

组合营销策略,包括产品策略、价格策略、分销策略等。通过这些组合营销策略

的实施,有效在近期提高ABB开关插座的销售业绩。

关键词:ABB;开关插座;营销战略;营销策略

ABSTRACT

With the continuous development of China's economy and society and the

improvement of people's living standards, consumer demand presents a multi-level,

diversification and personalization features. Meet the needs of customers at different

levels,to provide consumers with better quality products is the key to sustained

competitive advantage in the fierce market competition, which requires companies to

customer demand, combined with the market environment and their ability to develop

appropriate corporate marketing strategy. ABB Company as a Fortune 500 company is

one of the switches and sockets Low Voltage business unit since 1994 has begun to

enter the Chinese market. Currently, low-voltage business unit has established four

production-oriented enterprises in China,four logistics centers, 15 service centers and

41 service stations and sales operations covering nearly 270 cities. Although ABB

switch socket products with advanced technology solutions, excellent quality, but ABB

switch socket market share in China has been low.

To find out the deep-seated causes of ABB switch socket market less competitive,

the paper intends to use the theory and analysis methods marketing strategy,based on

the ABB switch socket product market competition analysis and market position,

combined with the switch macro environment and industry environment sockets

industry,to develop a suitable ABB switch socket products marketing strategy. From

the macro-environment and industry environment switch socket industry , on one hand,

with the social and economic development and urbanization continues to advance,the

market demand switch socket will also continue to increase,with good market

prospects ; the other hand, the switch low market entry barriers outlet industry,and low

market concentration,competition is more intense. Through SWOT analysis can be

seen,ABB switches and sockets in their branding, technology, marketing and

management of the network have a greater advantage, but the main problem is the high

prices, poor marketing flexibility and ABB switch socket relatively low visibility ; from

the external environment, socio-economic growth and steady development of China's

real estate market,the domestic customer acceptance of international brands,the state

gradually improve product safety requirements and increasing demand for

energy-saving switch socket switch socket are ABB provides an opportunity to increase

market share,but at the same switches and sockets with other domestic business

development and brand increasingly competitive,but also to expand the market for