随着世界经济一体化与信息化的发展，制造业竞争范围日益扩大和程度越来越激 烈，电机制造业面临着来自科技创新技术、资源、规模等一系列挑战。中国电机制造企 业需要综合考虑到内外部环境变化及自身发展需要，进一步开发、开拓电动机市场，不 断提升其核心竞争力，使企业朝更好更高的目标发展。BF公司生产的永磁同步电动机 克服了普通异步电动机缺点，具有轻型化、高性能化、高效节能和结构简单的性能特点， 作为许多高新技术的基础，还可广泛应用于数控机床、舰船、航空航天、混合动力等领 域，具有相当大的市场发展潜力。BF公司已掌握永磁电机的核心技术和制造工艺，有 必要抓住机遇，适应市场需求，为企业创造新的经济增长点。 基于此，本文运用市场营销及开发管理等相关理论，在对国内外相关研究的文献梳 理的基础上，首先对BF公司永磁同步电动机市场经营状况、存在问题进行了分析，存 在问题为：产品种类尚不能全覆盖、难以被成套设备厂家及用户接受、单项技术领先但 整体技术需提升、市场管理混乱、市场进入策略单一等；其次从宏观环境、行业环境、 竞争环境三方面对BF公司永磁同步电动机市场开发环境进行了系统阐述；再次通过BF 公司永磁同步电动机市场细分、目标市场确定，对BF公司永磁同步电动机市场定位为： 中、大电机市场为主，开辟高端市场，加强稀土市场合作，并对其划分出其市场区域布 局；最后提出了BF公司永磁同步电动机的市场开发策略，具体包括战略联盟策略、市 场拓展策略、市场营销策略、信息化建设策略及并购策略。通过以上研究拟对BF企业 增强永磁同步电动机市场竞争力、市场推广具有一定的促进和指导意义。 关键词：市场开发策略；永磁同步电动机；BF公司 研究类型：专题研究 Subject：ResearchonMarketDevelopmentStrategyofPermanent MagnetSynchronousMotorofBFCompany Specialty：MasterofBusinessAdministration Name：DuPeng（Signature）： Instructor：WangXilian（Signature）： ABSTRACT Withthedevelopmentofworldeconomicintegrationandinformatization,thescopeand extentofcompetitioninthemanufacturingindustryisexpandingandfierce.Themotor manufacturingindustryfacesaseriesofchallengesfromtechnologicalinnovation,resources andscale.Chinesemotormanufacturingenterprisesneedtocomprehensivelyconsiderthe changesininternalandexternalenvironmentandtheirowndevelopmentneeds,further developanddevelopthemotormarket,andcontinuouslyimprovetheircorecompetitiveness, sothatenterprisescandeveloptowardsbetterandhighergoals.Thepermanentmagnet synchronousmotorproducedbyBFCompanyovercomestheshortcomingsofordinary asynchronousmotor,andhasthecharacteristicsoflightweight,highperformance,high efficiency,energysavingandsimplestructure.Asabasisofmanyhightechnologies,itcan alsobewidelyusedinCNCmachinetools,ships,Aerospace,hybridpowerandotherfields haveconsiderablemarketdevelopmentpotential.BFhasmasteredthecoretechnologyand manufacturingprocessofpermanentmagnetmotor.Itisnecessarytoseizetheopportunityto adapttomarketdemandandcreateneweconomicgrowthpointsforenterprises. Basedonthis,thispaperusestherelevanttheoriesofmarketinganddevelopment management,basedontheliteraturereviewofrelatedresearchathomeandabroad,first analyzesthemarketoperationstatusandexistingproblemsofBFpermanentmagnet synchronousmotor.Theproblemis:producttypeItisstillnotfullycovered,difficulttobe acceptedbycompleteequipmentmanufacturersandusers,singletechnologyleadingbut overalltechnologyneedstobeimproved,marketmanagementischaotic,marketentry strategyissingle,etc.Secondly,BFpermanentmagnetsareoBFainedfromthreeaspects: macroenvironment,industryenvironmentandcompetitiveenvironment.Thesynchronous motormarketdevelopmentenvironmentwassystematicallyelaborated;onceagain,through themarketsegmentationofBFpermanentmagnetsynchronousmotorandtargetmarket determination,themarketpositioningofBFpermanentmagnetsynchronousmotoris:the mediumandlargemotormarketisthemain,openingupthehigh-endmarketand strengtheningTherareearthmarketcooperatedanddivideditsmarketarealayout.Finally,the marketdevelopmentstrategyofBFpermanentmagnetsynchronousmotorwasproposed, includingstrategicalliancestrategy,marketexpansionstrategy,marketingstrategy, informationconstructionstrategyandM&Astrategy.Throughtheaboveresearch,itis proposedtopromoteandmarketthecompetitivenessandmarketpromotionofpermanent magnetsynchronousmotorinBFenterprises. Keywords:Marketdevelopment;Developmentstrategy;Permanentmagnetsynchronous motor;BFcompany Thesis:MonographicResearch 目录 I 目录 1绪论.................................................................................................................................1 1.1研究背景与研究意义...........................................................................................1 1.1.1研究背景....................................................................................................1 1.1.2研究意义...................................................................................................1 1.2国内外研究现状..................................................................................................2 1.2.1国外研究现状............................................................................................2 1.2.2国内研究现状............................................................................................4 1.2.3文献述评....................................................................................................7 1.3研究方案...............................................................................................................8 1.3.1研究思路...................................................................................................8 1.3.2研究内容....................................................................................................8 1.3.3研究方法....................................................................................................9 2相关研究理论综述........................................................................................................11 2.1市场开发策略的相关概念及内涵.....................................................................11 2.1.1市场及市场开发的概念.........................................................................11 2.1.2市场开发策略的内涵..............................................................................11 2.2市场开发策略的分析方法.................................................................................12 2.2.1PEST分析法..........................................................................................12 2.2.2波特五力模型..........................................................................................13 3BF公司永磁同步电动机市场开发现状......................................................................16 3.1BF公司及永磁同步电动机简况.......................................................................16 3.1.1BF公司简介............................................................................................16 3.1.2永磁同步电动机简介.............................................................................17 3.2BF公司永磁同步电动机市场经营状况...........................................................18 3.2.1BF公司永磁同步电动机市场规模.........................................................18 3.2.2BF公司永磁同步电动机市场财务状况................................................19 3.2.3BF公司永磁同步电动机市场开发状况................................................20 3.3BF公司永磁同步电动机市场开发SWOT分析.............................................21 3.3.1竞争优势分析..........................................................................................21 3.3.2竞争劣势分析..........................................................................................22 3.3.3竞争威胁分析..........................................................................................23 目录 II 3.3.4竞争机遇分析..........................................................................................23 3.3.5SWOT矩阵分析.....................................................................................24 4BF公司永磁同步电动机市场环境分析......................................................................26 4.1宏观环境分析.....................................................................................................26 4.1.1政治环境..........................................................