三力电器的营策略报告.doc

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，但是更加剧了竞争的激烈程度。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 and the beginning of 90s. But it is becomes fall at the end of 90s. I have worked in Sanli Electronics for 12 years since 1991. I witness the whole process from fast develop to downfall. There are many reasons for the result. But the main cause exists in the strategy of markets. From the view of market strategy in the industry of low voltage electric components, I