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论文编号：	10416
作者编号：	2120162882
上传时间：	2018/12/6 13:07:24
中文题目：	L光伏公司中东市场营销策略研究
英文题目：	Research on L Company’s Marketing Strategy in Middle East Market
指导老师：	卿志琼
中文关键字：	光伏项目；中东市场；营销策略
英文关键字：	Photovoltaic Project; Middle East Market; Marketing Strategy
中文摘要：	近年来，曾支撑20世纪人类文明高速发展的以石油、煤炭和天然气为主的石化能源的应用程度逐渐降低。除储藏量不断减少之外，更主要的是由于碳排量过高而引起的气候问题使得人们开始重新检讨新能源利用的重要性。越来越多的国家在能源战略层面有了明显的政策导向，鼓励积极开发利用新能源，其中太阳能光伏发电技术应用最广泛，中国市场更是成长为全球第一大光伏市场，在经历了国内市场的充分培育之后，随着中国光伏制造企业技术提升、成本下降及产能的逐渐扩大，各企业开始纷纷抢占国际市场。 长期以来，油气出口是中东地区唯一的经济支柱，加之油气资源的过度使用，中东地区正面临传统能源污染和迫切需要能源结构转型的重大问题。经过探索，中东各国均认为发展太阳能光伏项目是目前中东最具前景的能源解决方案。 中东市场的主要光伏项目类型包括大型地面光伏电站和分布式屋顶光伏电站。每种类型的光伏项目都可包含投资、设计、供货、施工、运维等五个大的工作范围，每个项目包含的具体工作可以根据客户需求从这五大工作范围内进行摘选，为客户进行定制化设计。中东地区的光伏项目客户包括政府、私营业主、独立开发商等三个主要类型，参与方式包括国际公开招投标和议标两种形式。 中东市场本身市场化程度高、竞争激烈，项目多以带资自投的公开招标项目为主。L光伏公司虽长于制造但海外销售端经验不足，所以在中东市场的国际化过程中必然遭遇各种阻力。基于此，本文在第三章中，对中东市场的外部环境和L光伏公司的内部环境进行了PEST和SWOT分析，并同时解析了L光伏公司在中东市场的营销策略现状及存在的问题。本文在第四章中对中东市场进行了细分定位，确定了目标市场，提出了L光伏公司在中东市场的营销策略内容。在接下来的第五章中，本文则提出了该营销策略实施的步骤、影响实施的关键因素及实施保障机制。
英文摘要：	In recent years, the application of petrochemical energy, including petroleum, coal and natural gas, which have supported the rapid development of human civilization in the 20th century, has gradually declined, with the reason of ever-decreasing reserves and more importantly, the climate problem caused by excessive carbon emissions. People start to re-examine the necessity and great importance of adopting renewable energy. Therefore, more and more countries all over the world are introducing and implementing encouraging policies for the utilization of renewable energy and photovoltaic power plant projects has become the most well accepted renewable projects. In this process, China has grown into world’s biggest market for photovoltaic projects. After experiencing full cultivation of domestic market, with improvement of manufacturing technique, significant cost reducing of its products and production capacity expansion, Chinese photovoltaic manufacturing enterprises are becoming ambitious in seizing the international market. With the export of gas and oil being the economic pillar and the overuse of petrochemical energy, Middle East Region now is facing severe pollution problem and of an urgent need of energy structure transformation. With effective attempts, photovoltaic power plant projects are proved to be the most promising solutions for this area. Main types of photovoltaic projects in the Middle East market include large-scale ground-based photovoltaic power plants and distributed rooftop photovoltaic power plants. Every photovoltaic power plant project can include five major scope of work including investment, design and engineering, equipment supply, construction, operation and maintenance. On this basis, according to customer’s requirement, each project can include different work scope from all these five aspects. The photovoltaic power plant project customers in Middle East Market include the government, private owners, and independent developers. Projects can be participated via international open tender bidding mode or negotiable bidding mode. The Middle East market itself has a high degree of marketization and fierce competition, and most projects are international open tendering projects with self-invested capital. L Company is famous for photovoltaic product manufacturing, but lack of overseas sales experience, so it has encountered a variety of resistance during its process of entering the Middle East market. Based on above, in the third Chapter of this thesis, PEST and SWOT analysis are made to Middle East market external environment and internal environment of L Company. Current market strategy and its existing problems of L Company have been also analyzed and listed in the same Chapter. On this basis, in the Fourth Chapter, market segmenting, positioning and selection have been made and contents of Marketing Strategy of L Company in the Middle East Market has been put forward. In Chapter five, steps of implementing above marketing strategies, key factors affecting the implementation and how to guarantee an effective implementation are studied and described.
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