-三力电器的营销策略报告.docVIP

摘　要 低压电器通常是指在低压配电系统和控制系统中起开关、控制、保护、检测、指示和报警等作用的元件或装置。它的品种、规格繁多，应用面很广，几乎涉及到所有的产业部门，甚至人们的家庭也越来越多地使用低压电器，是一种量大面广的基础元件。我国低压电器工业自１９４９年后，在一些修理、装配简单电器工厂的基础上逐步发展成能独立设计、生产的行业，至２０００年，低压电器企业有１５００家，全行业的产品销售收入可达１２０亿元，工业总产值１５０亿。我国低压电器制造业面临着供大于求的严峻形势。由于电力、石化、建筑等产业的大发展，给低压电器制造业的发展提供了很好的机遇，但是越来越多的国外电器如：ABB、西门子、施耐德抢占中国市场，同时国内的原有低压电器厂由原来的600多家增加到1500多家，更加剧了竞争的激烈程度。目前比较强劲的国内品牌有：上海人民电器公司、常熟开关厂、北京开关厂、正泰集团、德力西集团。国外品牌有：ABB、西门子、施耐德等。三力电器是80年代末、90年代初涌现的一颗电器明珠，但在90年代末开始陨落。我从1991年进入三力电器至今12年，目睹了该企业从快速发展到衰败的过程，造成该企业今天的局面纵然有多方的原因，但在市场营销策略方面存在的诸多问题是该企业失败的重要原因之一。我在为该企业痛心的同时，希望从市场营销的角度，在低压电器行业内，对该企业的市场营销问题作一个浅显的分析，同时也希望对该企业或相关企业有一些帮助和借鉴。 本文共分五章，主要如下： 关键词　低压电器　营销策略　三力电器 Abstract Low voltage electric components function in switching, controlling, protect, probe, signal and alarm in the system of low voltage electric matching and controlling. The various component is widely used in all the industry. Even people are choosing more and more low voltage electric components. Since 1949, low voltage electric component industry is gradually developed from simply repairing and assembling to an industry independently designing and manufacturing. In 2000, there are 1500 enterprises engaged in low voltage electric components. The turnover can reach to RMB 12 billion. The total production value reach to RMB 15 billion. However, the manufacturing industry is facing a severe position that supply exceeds the demand. Because of the fast development in the industry of electric power, landification, architecture, it provides a good opportunity for low voltage electric components. More and more foreign companies are occupying Chinese markets, such as ABB, SIEMENS, scnedier. Meanwhile, Chinese companies is increased from over 600 to over 1500. The driving domestic brand includes: Shanghai People’s electronic Co., Ltd, Changshu switching Co., Ltd, Beijing Switching Co., Ltd, Zhengtai Group, De Li-xi Group. Famous foreign brands includes: ABB, SIEMENS, schnedier. etc. Sanli Electronics occurred in the late of 80s an