摘 要
世界 500 强公司 ABB 两年多前收购了国内一家做楼宇对讲业务
的公司。对于 ABB 这是全新的业务，收购的主要目的就是完善 ABB
现有产品线。ABB 的传统业务是定位在高端市场的 B2B 业务，收购
的业务是以振威为产品品牌的定位在中端市场的业务。收购后，面
临的问题是如何更好地将定位在中端市场的该业务整合到 ABB 的整
个业务之中。

本文首先提出了 ABB 公司在楼宇对讲业务方面面临的品牌策略
问题，接着对产生该问题的背景进行了介绍，并对该业务的欧亿·体育（中国）有限公司环
境及 ABB 公司自身进行了分析，提出了 ABB 公司在品牌策略方面的
两种不同选择，即双品牌策略和单品牌策略，详细分析了这两种品
牌策略的利弊及存在的问题。基于业务环境及公司整体营销战略，
对上述两种品牌策略做出了评估和选择，接着基于单品牌策略的实
施效果，应用 4P 市场营销理论对下一步的品牌策略如何展开进行了
深入研究。在分析该问题的过程中，采用了面谈及问卷调查的研究
方法，将理论与实践有机结合起来，最后基于此分析得出了结论，
并对未来进行了展望。

本文的结论不仅对于 ABB 公司具有积极的指导意义，对于类似
于 ABB 这样的 B2B 公司在收购新品牌，尤其是收购定位在中端市场
的品牌后如何高效地进行品牌策略选择具有借鉴和参考价值。

关键词：楼宇对讲，品牌，策略
ABSTRACT
As Fortune 500 company, ABB M&A a local company named Genway
with Door Entry System business over two years ago. This business is new
for ABB, and the M&A’s target is to enrich ABB current product portfolio.
ABB’s main business is B2B one positioning in high-end market, whereas
this M&A business is positioned in mid-end market with the brand of
Genway. After M&A, a key issue is how to merge this new business into the
whole ABB business smoothly.
This thesis firstly brings out an issue about brand strategy that ABB
group is facing in Door Entry System business. Based on the introduction on
the background and the analysis on the business environment and enterprise
itself, two options are presented, namely two-brand strategy and one-brand
strategy. After that, the strength and weakness about these two strategies are
elaborated, and one-brand strategy is preferred because of business
environment and enterprise strategy. Following the effect on executing one-
brand strategy, 4P marketing theory is used to study how to improve next
step. In analysis, such these methods as face-to-face interview and
questionnaire survey are used. Finally some suggestions are given, and
further issues to be studied are pointed out.
The thesis’ conclusion is a good guideline for ABB, and also valuable
for those B2B companies similar to ABB when they M&A new brands,
especially those positioning in mid-end market, and choose brand strategy.
KEY WORDS: Door Entry System, brand, strategy