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论文编号：	12253
作者编号：	2320180341
上传时间：	2020/12/18 17:39:34
中文题目：	TECO公司节能环保服务的营销策略研究
英文题目：	TECO Environmental & Energy Saving Service Marketing Mix Strategy Analysis
指导老师：	周楠
中文关键字：	外资企业；节能环保；营销组合策略；服务的营销
英文关键字：	Multinational Company, Energy Saving and Environmental Protection, Marketing Mix Strategy
中文摘要：	随着“十三五”规划的收尾，我国即将迎来崭新的“十四五”规划。回顾“十三五”规划进程，党中央领导人高度重视工业的绿色可持续发展,“绿色”在我国未来的工业发展中被明确作为了重点改革方向之一。在《中国制造2025》中“绿色”二字曾被反复提及，数量多达46次。绿色发展与智能制造是我国未来工业转型的重点方向之一。面向“十四五”的中国，我国中央政府再次对节能环保产业的发展寄予了厚望。2020年2月，国家发展改革委印发了《美丽中国建设评估指标体系及实施方案》的通知，通知明确了未来十四五期间现代节能减排体系建设的重要性。 TECO公司作为一个坐落于天津经济技术开发区的知名节能环保技术服务平台，成立于2010年，自成立以来曾获得了多个国家部委，地方行政主管机构的广泛好评，且在公司运营方面从差额划拨成功蜕变为一个自收自支的国营咨询服务公司。目前在全国的219个国家级经开区中已有超过10个经开区希望引进TECO公司在当地开设分中心，并希望以此方式快速扶持发展地方节能环保产业，优化地方产业结构，筑巢引凤，吸引优质绿色产业入驻园区。 因此，本论文以TECO公司作为研究案例，针对TECO公司所在的节能环保咨询服务业开展市场营销策略研究。 本论文以TECO公司的市场营销策略的选择和实施作为核心内容，采用STP分析法定位了TECO公司的节能环保咨询项目的外资客户群，同时分析了外资客户投资影响决策因素，包括对政策衍生产品的需求、对综合服务类产品的需求、对信息化产品的需求、外资企业内部拥有严格的比价机制、外资企业内部的标准化的供应商选择机制、外资企业项目决策的延续性以及外资企业东道国工厂的决策权限等问题等，明确了TECO公司的外资客户群体的决策影响因素。 本文基于以上决策影响因素，应用了营销组合策略7P分析法分别从产品、价格、渠道、促销、人本、有形展示、过程控制七个角度分析了策略的选择和实施方案。提出了“管家式平台服务”、“绿色智慧工厂” 、“长期收益机制” 、“外资企业朋友圈”等一系列针对外资企业客户开展节能环保咨询项目市场营销策略的方式和方法。 通过以上论述，作者希望不仅能够对已处在节能环保服务产业的企业提供智力支持和经验参考，而且能够对即将进入节能环保服务的企业提供经验借鉴。同时，希望通过提供TECO公司的经验，为我国整体的节能环保服务业发展提供一些经验借鉴。 关键词：外资企业；节能环保；营销组合策略；服务的营销
英文摘要：	With the end of Thirteenth-five year plan, we will welcome the fourteenth-five year plan. During our thirteenth five year, leaders of the CPC Central Committee attached high attention to the industrial green development course. Eco civilization, green mountains are gold mountains, and beautiful China, are those hot words been proposed during the Thirteenth-five year plan, which symbolize a green era shall come. The fourteenth-five year plan is been placed with great expectation. Beautiful China Construction Appraisal System and Implementation Plan is proposed by the NDRC recently in February 2020, which specially notes the importance of energy saving and environmental protection. TECO company, founded in 2010, located in Tianjin Economic and Technological Development Zone(hereinafter as TEDA) is a Tianjin local energy saving and environmental protection service platform. With governmental appreciation and support from the national and regional administration agency, TECO company is well renounced by its well operation business model and marketing model. TECO company has been transformed from a NGO company in 2010 to a state owned corporation in 2020. It’s expected that more than ten industrial zone administration committees are expecting TECO company branch establishment. Accordingly, this essay adopts TECO company’s marketing model as the study case to analyze the marketing strategy towards the energy saving and environmental protection consulting industry. This essay focuses on TECO company’s marketing strategy’s choice and implementation methodology. By adopting STP marketing position theory, the author pins down TECO company’s clients’ position and illustrates clients’ decision-making factors, including the demand for policy oriented service, the necessity for strict price ratio scheme application, unified service provider adoption method, the continuity of a single decision strategy and the limit of authority for host company plant manager. Based on the above decision making factors, the author adopts 7P marketing mix theory, which analyzes the marketing strategy choices and implementation plan by applying marketing mix theory, pricing mix, place mix, promotion mix, participant mix, physical evidenc mix, and process mix management theory. During the analysis, the author proposed the marketing strategy idea of “Stewardship platform service”, “Smart and green plant”,” Long-term pricing scheme”, “The circle of Foreign company” and etc. all the other marketing methodology focused on the environmental and energy saving consulting program marketing strategy towards foreign companies. This essay anticipates to offer inspiration on marketing strategy to those environmental and energy saving peer companies and provide business guidance to TECO company for a better business future. Besides if this essay can also contribute some reference for the better development of China’s environmental and energy saving industries, and facilitate the realization of Beautiful China, that will be of the author’s greatest honor! Keywords: Multinational Company, Energy Saving and Environmental Protection, Marketing Mix Strategy
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