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1、-AbstractAbstractNowABBisaleaderofglobalelectricpowerandautomationtechnologyfield,LowVoltageProductDivisionisoneofABB’sfivebusinessunits.Withtheupdateofeconomystructureandtherapiddevelopmentofurbanizationduringrecentyears,alotsofinfrastructureimplementedeverywhereinChinaandthegrowthofconsu
2、mptionneedsacceleratetheeconomydevelopmentfurther,theindustryandcivilconstructionprojectshavesprungupallovertheplace,atthemomentthatABBLowVoltageProductsgotbiggermarketshareinChina,takingoverthehigh-endmarketofdomesticlowvoltageproductsandwinningahigherreputationonitsgoodquality.However,th
3、eproducthomogeneityofLowVoltageProductsMarketgetworseandworse,bringingupnewchallengetothemarketingofLowVoltageProducts.Nowthemarketcompetitionoflowvoltageproductsisverydrastic,corporateprofitsfellgradually,therefore,themanufacturesoflowvoltageproductsemploytheproductsupdate,channelmarketin
4、ginnovationandpricewartofacethefiercecompetitionwithawayofredesigningoroptimizethemarketingstrategytomeetthechangingmarketingneeds,thusoccupythemarketshare.AlthoughABBhasalreadybeentheindustryleader,ABBhavetofacethemorecomplicatedandseriousissueunderthenewmarketingpressureandeconomicsituat
5、ion,thatis,howtokeepastableandhealthygrowthinsuchworseandfiercermarketingenvironment?So,itisagreatsignificanceforABBtooptimizeorredesigncorrectmarketingstrategy,which-III–---Abstractcanreflectthecorporatecharacter,andenhancethecorporateimageandthepublicityawarenessofproducts.Inthisthesis,I
6、combinetherelevanttheoriesandmethodologiesofstrategymanagement,economicsandmarketingwithmyownworkingexperienceintheLowVoltageProductsDivisionofABBChinatoanalysisthepositionofABBlowvoltageproductsincompetitivemarketanddescribethechangesofmarketenvironmentandmarketneeds.Meanwhile,Itakeawayof
7、investigateandcustomerinterviewtoanalysisthecurrentmarketandstrategyofABBLowVoltageproducts,soastoputforwardtothemarketingstrategyofABBLowVoltageProducts,whichshouldmeetcustomerrealneeds.Itiscustomerorientedinlinewiththeexternalandinternalenvironmentandobjecti
