| 摘要 | 第1-5页 |
| Abstract | 第5-10页 |
| PREFACE | 第10-11页 |
| CHAPTER 1 INTRODUCTION | 第11-13页 |
| ·RESEARCH MOTIVATION | 第11页 |
| ·RESEARCH OBJECTIVES | 第11页 |
| ·RESEARCH METHODS | 第11-13页 |
| CHAPTER 2 MOTOR INDUSTRY ANALYSIS | 第13-18页 |
| ·ABB SHANGHAI MOTOR COMPANY PROFILES | 第13-14页 |
| ·INTRODUCTION OF ABB’S CURRENT CHANNELS AND CUSTOMERS DISTRIBUTION | 第14-15页 |
| ·PRODUCT DESCRIPTION OF CURRENT MAIN PRODUCT OF ABB MOTOR | 第15-16页 |
| ·PRODUCT DESCRIPTION OF M38P | 第16-18页 |
| CHAPTER 3 ANALYSIS OF MOTOR INDUSTRY | 第18-26页 |
| ·ANALYSIS OF DOMESTIC MOTOR INDUSTRY | 第18-21页 |
| ·ENERGY EFFICIENCY STANDARDS STATUS OF CHINA’S MOTOR | 第21-22页 |
| ·MARKET OPPORTUNITIES OF HIGH EFFICIENCY MOTORS | 第22-26页 |
| CHAPTER 4 DEMAND ANALYSIS OF HIGH-EFFICIENCY MOTOR M38P | 第26-37页 |
| ·DEMAND DISTRIBUTING OF ABB MOTORS | 第26-27页 |
| ·DEMAND ANALYSIS OF M38P’S CORE VALUE | 第27-28页 |
| ·A NEW MODEL OF PAYBACK TIME OF PRICE DIFFERENCE | 第28-29页 |
| ·ANALYZING USING MODEL OF PAYBACK TIME OF PRICE DIFFERENCE | 第29-34页 |
| ·DEMAND ANALYSIS BASING ON MOTOR RELIABILITY | 第34-35页 |
| ·DEMAND ANALYSIS SUMMARY | 第35-37页 |
| CHAPTER 5 PURCHASING BEHAVIOR ANALYSIS | 第37-46页 |
| ·MOTOR PURCHASING BEHAVIOR CHARACTERISTICS | 第37页 |
| ·MOTOR PURCHASING PROCESS ANALYSIS | 第37-38页 |
| ·PARTICIPANTS OF PURCHASING DECISION-MAKING AND ANALYSIS OF THE PURCHASING DECISION-MAKING PROCESS | 第38-44页 |
| ·OTHER FACTORS ANALYSIS ABOUT PURCHASING BEHAVIOR | 第44-46页 |
| CHAPTER 6 ANALYSIS ON MARKET COMPETITION OF M38P | 第46-50页 |
| ·ANALYSIS ON PURCHASER | 第46页 |
| ·ANALYSIS ON POTENTIAL INCOMER | 第46-47页 |
| ·ANALYSIS OF DOMESTIC SUPPLIERS FOR MOTOR’S MANUFACTURERS | 第47页 |
| ·ANALYSIS ON COMPETITION OF M38P PRODUCTS | 第47-50页 |
| CHAPTER 7 FOREIGN STRATEGY IN THE PROMOTION OF HIGH-EFFICIENCY MOTORS | 第50-55页 |
| ·SUMMARY OF FOREIGN MOTOR EFFICIENCY STANDARDS | 第50-53页 |
| ·FOREIGN ELECTRICAL ENERGY-SAVING CHALLENGING PLAN | 第53页 |
| ·FINANCIAL PREFERENTIAL POLICIES ABROAD | 第53-54页 |
| ·LEARNING FROM FOREIGN EXPERIENCE | 第54-55页 |
| CHAPTER 8 MARKET PROMOTION PLAN OF M38P | 第55-62页 |
| ·MARKETING TARGET OF M38P EFF1 | 第55页 |
| ·THE MARKET DESCRIPTION OF EFF1 | 第55-56页 |
| ·M38P’S CORE VALUE DESCRIPTION AND PRODUCT POSITIONING | 第56-57页 |
| ·M38P COMBINATION OF PROMOTION AND MARKETING | 第57-62页 |
| CONCLUSIONS | 第62-63页 |
| REFERENCES | 第63-64页 |
| ACKNOWLEDGMENTS | 第64-65页 |
| PUBLISHED ACADEMIC THESIS DURING STUDY | 第65页 |
