Research On ABB Marketing Strategy Of Electric Charger For New Energy Vehicle

During the 13 th Five-Year Plan period,China will make new energy vehicles industry as the national strategy industry and give the clear policy support.At the same time the new energy vehicles charging will benefit from these policies and will win the huge market opportunity for development.At present there are more than 300 companies have already enter into this vehicles charging industry,ABB as the global leader of power system and automation will also aim at this market.However,ABB's current marketing strategy in China have many problems such as the type of product is single,the price is expensive,market position is not clear,so that the market share in China of ABB's charging is low and the sales amount are not so much.This paper will analyze the market environment of ABB Company in China and the actual situation inside the ABB Company by means of the relevant theories and tools of marketing,and formulate a marketing strategy which is accord with the ABB currently situation and adapt to Chinese market.This thesis firstly analyze the overall marketing environment of ABB charging product by PEST model and Porter's Five Force model,and then emphatically analyze the main problems of ABB's current marketing: the need of high-end market demand is weak,product typr is single,price setting is simple and too expensive.Through the above analysis,it will make the foundation of ABB's marketing strategy in vehicles charging industry.Then make the market plan,clear the marketing task,goal and business increasing strategy of ABB's charging product in China.It will also define the target marketing and position.At last,the thesis will optimizes the strategy of product,price,channel and promotion of ABB charging product,use of ABB brand to increase the value to the customer.The purpose of this thesis is that through the above analyst and market strategy planning help ABB enlarge the Chinese market share and increase the sales volume and amount.Also the thesis hope to supply the development experience and the theoretical foundation for all the other similar company in this market.