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標題: | ETN智慧配電產品行銷策略優化研究 Research on Marketing Strategy Optimization of ETN Intelligent Distribution Products |
作者: | 呂俊 Jun Lyu |
指導教授: | 魏志平 Chih-Ping Wei |
關鍵字: | 配電設備,智慧配電產品,4P行銷組合,行銷策略, distribution equipment,Intelligent power distribution products,4P Marketing mix,marketing strategy, |
出版年 : | 2023 |
學位: | 碩士 |
摘要: | 電力作為重要的能源之一,也是現代工業及民用的主要能源動力,因其便捷高效的特點,成為國家各行各業的優質能源。自從我國智慧電網建設工程開展以來,供配電的發展升級取得了明顯的進展,智慧類配電產品作為智慧電網終端和工業電氣的一個重要組成,也迎來了長足的發展。當前智慧配電產品生產企業數量較多,除國內公司還有國際巨頭參與其中,ETN公司是國際上一家百年智慧動力管理公司,自1993年進入中國市場後,其電氣業務取得了快速發展。但是在如今智慧配電產品生產企業越來越多的情況下,市場競爭顯得異常激烈,怎樣通過改善行銷管理手段來提升市場的知名度與佔有率,成了ETN公司運營和發展的關鍵,本文根據這一情況對ETN公司智慧配電產品行銷策略進行研究。
本文採用案例分析法,以ETN中國公司為例,研究ETN智慧配電產品的行銷策略。首先對行銷管理的概念理論進行介紹,為後文打下基礎。其次對ETN智慧配電產品主要類型和銷售盈利情況進行統計,瞭解ETN公司智慧配電產品發展現狀。再次,從外部分析智慧配電產品行業發展的宏觀環境,厘清ETN智慧配電產品市場行銷的機會,威脅及同行業的競爭。隨後,從內部分析ETN智慧配電產品的技術基礎及研發創新、生產工藝、服務能力、組織資源、人力資源、品牌資源等,對ETN智慧配電產品的內部競爭力有著充分的瞭解。接著在內外部環境分析基礎上研究ETN智慧配電產品行銷策略的制定,通過SWOT矩陣發現ETN智慧配電產品應該實行SO增長型戰略,要重視產品的創新研發和行銷管道的拓展,同時優化價格制定手段和促銷活動,並根據4P行銷理論提出具體的行銷策略實施方案,最後從企業組織、生產經營、財務資金、人力資源等方面提出行銷策略保障措施。 希望本文對ETN公司智慧配電產品市場行銷的研究,可以提高ETN公司智慧配電產品市場行銷的策略和手段,尋求更多的發展機會,同時對其他企業智慧配電產品市場開拓具有一定的指導意義。 As one of the important energy sources, electricity has become an important high-quality resource for the country due to its convenient and efficient characteristics. Since the implementation of China's smart grid construction project, significant progress has been made in power supply and distribution. As an important component of smart grid terminals, smart distribution products have also experienced significant development. Currently, there are a large number of intelligent distribution product production enterprises, including domestic companies and international giants. ETN Company is an international century old intelligent power management company, which entered the Chinese market in 1993 and achieved rapid development in its electrical business. However, in the current situation where there are more and more intelligent distribution product production enterprises, market competition appears extremely fierce. How to improve marketing management methods to enhance market awareness and share has become the key to ETN company's operation and development. This article studies the marketing strategy of ETN company's intelligent distribution products based on this situation. This article adopts a case study method, taking ETN China as an example, to study the marketing strategy of ETN intelligent distribution products. Firstly, introduce the concept and theory of marketing management, laying the foundation for the following text. Secondly, conduct statistics on the main types and sales profits of ETN's intelligent distribution products to understand the current development status of ETN's intelligent distribution products. Once again, analyze the macro environment of the development of the intelligent distribution product industry from an external perspective, clarify the opportunities and threats of ETN intelligent distribution product marketing and competition in the same industry. Then, analyze the technical foundation, production process, service capabilities, organizational resources, human resources, brand resources, etc. of ETN intelligent distribution products from an internal perspective, and have a full understanding of the internal competitiveness of ETN intelligent distribution products. Then, based on the analysis of internal and external environment, we studied the formulation of ETN intelligent distribution product marketing strategy. Through the SWOT matrix, we found that ETN intelligent distribution products should implement the SO growth strategy, pay attention to the innovative research and development of products and the expansion of Marketing channel, enrich the price setting means and promotional activities, and propose specific marketing strategy implementation plans according to the 4P marketing theory. Finally, from the enterprise organization, production and operation, financial funds Propose marketing strategy guarantee measures in terms of human resources and other aspects. I hope that the research on the marketing of ETN's intelligent distribution products in this article can improve the marketing strategies and methods of ETN's intelligent distribution products, seek more development opportunities, and have certain guiding significance for the market development of other peers' intelligent distribution products. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/91438 |
DOI: | 10.6342/NTU202304347 |
全文授權: | 未授權 |
顯示於系所單位: | 臺大-復旦EMBA境外專班 |
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