Marketing Mix Strategic Research On Energy-efficient New Product Of ABB Motor Company

Motor is a device to convert electrical energy into mechanical energy. Low-voltage three-phase asynchronous motor industry is very extensive application, covering almost all the equipment manufacturing industry. Motor consumption accounts for a large proportion of the total electricity consumption, about75%of industrial consumption and about64%of the total electricity consumption. Mentioned energy conservation, industrial motors energy saving is the most preferred direction.As China’s leading motor manufacturing companies, ABB motor company always provide a high-quality and high efficiency product in the motor market. ABB Company began to introduce M3series motor in2007. They will introduce M2series motors of high efficiency, low and high reliability in2013. ABB motor company will launch marketing and sales work in2014.This thesis will follow an idea of external analysis and internal analysis, and combine how to access to the market. This thesis will use market research methods to study. Ultimately, we will propose a new product promotion strategy.First of all, raising questions, ABB Motor Company has completed M2series motor design, we need to develop new marketing strategies and expand as quickly as possible to implement. Secondly, the analysis of the problem, analyzing motor product market and the use of the PEST theory, Porter’s five forces model and market segmentation and positioning theory. We will analyze the business environment, product positioning and structure about ABB Company.Again, we will use market research methods, and analyze the motor industry applications. We need to determine priority to the promotion of industry.Finally, the use of "4Ps-4Cs-4Rs" marketing mix theory for different industries, propose priority marketing strategy to promote the industry and Establish safeguards to promote the smooth conduct of safeguards.