【作者】 朱春华；

【导师】 门瑢；

【作者基本信息】 北京交通大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 不间断电源(Uninterruptible Power Supply,简称UPS)正以每年9%-10%的速度增长。随着网络应用的普及与深入,计算机网络技术、通信网络和传输技术开始走向融合,如何保证重要的网络基础设施和高速传输的数据平台不间断运行,UPS起着不可或缺的作用。随着中国加入世界贸易组织(WTO),越来越多的跨国公司进入了中国市场。国外主要电源供应商也逐渐看好中国电力电子电源市场的巨大潜力,纷纷把重点转向中国大陆,国内UPS市场竞争环境也发生着日新月异的变化。伊顿目前是全球前三大不间断电源品牌和制造商之一,本文选择伊顿公司作为研究案例,根据市场营销环境分析理论,市场营销学,营销策略,产品策略等基础理论,在获得各种资料数据的基础上,对伊顿的营销策略进行分析。并结合伊顿不间断电源产品在中国市场的经营现状,和自身参与伊顿不间断产品新产品开发和市场导入过程的经历,建议企业在中国不间断电源中国市场应采取的产品策略,同时也可以为国内不间断电源厂商提供一点小小的启示。通过对伊顿的外部营销环境,内部营销环境进行分析,辩明企业相对行业所具备的优势和劣势,并利用SWOT矩阵对伊顿的优势,劣势,机会,威胁进行匹配。根据企业战略目标,选择正确的目标市场和营销策略,并建议伊顿在中国市场的产品策略应侧重品牌策略提升品牌的行业知名度和影响力、新产品开发策略提升产品技术创新能力和缩短新产品开发周期、产品组合策略提升有竞争力的产品和服务,才能适应市场需求的变化,并更好的满足不同客户的各种需求。更多还原

【Abstract】 UPS is short for Uninterruptible Power Supply, its sales revenue increasing9%-10%by each year. With the development and more common application of internet, the computer network technology, telecom network technology and transmission technology were worked more closely. How to ensure those important network facilities and database platform with high transmission speed can continual working and stable? UPS is most critical parts in order to achieve this goal. After China joined WTO, more and more multinational companies raise the interest in China market. Some oversea electrical power supplier company also transfer their marketing focus to China, it explore the UPS enterprise competition in China market.Eaton is top3company in worldwide UPS industry, this thesis was taken Eaton to make case study. Main based on theory of marketing, marketing analysis, marketing strategy and product strategy, combining with real business data to make the marketing analysis. With the real practice experience of new UPS product development and launching to market at Eaton, also based on current Eaton UPS marketing situation in China market, we give some suggestion on product strategy for Eaton and others domestic UPS enterprise.By exterior and internal marketing environment analysis of Eaton, we identified strength, weakness, opportunity and threat and proposed action plan for each section by SWOT analysis tool. According to Eaton strategy plan, marketing position and marketing strategy, we propose the UPS product strategy main focus on3aspects. One is extend brand strategy to build up good brand reputation, the second is improve product technical innovation capacity and shorten product development cycle, the third is enhance product mix to provide competitive product and service. In this case, it can meet the change of marketing and satisfy the demand of different customers.更多还原