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论文编号：	3847
作者编号：	2120092744
上传时间：	2011/11/29 5:43:24
中文题目：	SG风电轴承营销战略研究
英文题目：	Marketing Strategy Research on SG’s Wind Power Bearings
指导老师：	刘建华
中文关键字：	SG公司 轴承 风力发电 营销战略
英文关键字：	SG company bearing wind power marketing strategy
中文摘要：	随着全球能源消耗剧增对环境的破坏和人们环保意识的增强，清洁能源行业尤其是风力发电行业取得了飞速的发展。风力发电是通过风力发电机，将风能转化为电能的一种技术。这种技术具有发电成本相对较低、清洁无污染和技术相对成熟等优势，是未来清洁能源的重要组成部分。风力发电机是风力发电行业的核心设备，而风电轴承是风力发电机的核心零部件。质量优秀的风电轴承能保证风力发电机可靠和高效地运转。目前的风力发电轴承市场基本处于供需平衡的状态。在中国，一方面风力发电行业经过数年高速的发展，市场需求面临着增速趋缓的态势；另一方面，受到市场高速增长的吸引，各大轴承供应商纷纷加大投入，风电轴承的供应量面临着持续增加的趋势。 SG公司是一家全球领先的轴承供应商，在公司超过百年的历史中，为包括风力发电行业在内的众多行业提供了大量顶级品质的轴承。但是公司一直以来是一家以技术领先和生产领先为导向的公司，所以在市场营销方面的工作存在较大的改善空间。本文行文的理论基础包括营销战略理论、产品生命周期理论和营销组合理论等。依据相关营销理论，首先对SG风电轴承的营销环境进行分析，其次进行战略选择，然后本文重点论述了战略实施内容及其保障措施，最后是总结。随着风电行业的发展，最终用户要求功率越来越大，效率越来越高的风力发电机，所以风电轴承和风力发电机一样具有明显的生命周期。基于这种特点，本文对于风电轴承营销战略的研究是基于产品生命周期理论的，因为不同生命周期的风电轴承内外部环境不同，同样也需要不同的营销策略。本文借鉴了大量的国内外研究资料和文献，对SG风电轴承的营销战略进行了研究，希望能够制定出一套符合SG风电轴承产品特点的营销战略，同时能够对风电轴承及其相关行业的发展提供启示。关键词：SG公司 轴承 风力发电 营销战略
英文摘要：	With global energy consumption damage to the environment and increasing of people's awareness to the environmental protection, renewable energy industries, especially the wind power industry has achieved rapid development. Wind power generation is a technology of convert wind energy into electrical energy by wind turbines. This technology has some advantages, such as, relatively low cost, pollution-free and relatively mature technology and so on, it is an important part of renewable energy in the future.. Wind turbine is the core equipment of the wind power industry, while wind power bearing is the core component of wind turbine. Wind power bearings with excellent quality to ensure reliable and efficient operation of wind turbines. The current status of wind power bearings is in balance between supply and demand. In China, on the one hand, the demand of wind power bearings is facing slowing growth trend after several years of rapid development in wind power industry, on the other hand, wind power bearings supply is facing a substantial rise since attracting by the high-growth rate, the major supplier of bearings have increased investment. SG company is a leading global supplier of bearings, during more than a hundred years of his history, deliver a large number of top-quality bearings to a wide range of industries, including wind power industry. But the company has been a technology and manufacturing leading-oriented company, so has a big room to improve in marketing function. The theoretical basis of this paper is marketing strategy theory, product life cycle theory and marketing combination theory, According to the relevant marketing theory, the first step, analyze market circumstance of SG’s wind power bearings, and then strategic choices, This paper focuses on the implementation of marketing strategy and safeguards, and finally the summary. With the development of wind power industry, end-user request wind turbines has increasingly efficient and power. So wind turbine and their bearings have a significant life cycle. Based on this characteristic, the study on the marketing strategy of wind power bearings is based on the product life cycle theory, because the wind power bearings in the different life-cycle have the different internal and external environment, and they need different marketing strategies. This paper draws on a large number of domestic and foreign research data and literature to study the marketing strategy of SG’s wind power bearing, want to develop a suitable marketing strategy for SG's wind power bearings, and to provide inspiration for the wind power bearing industry and its related industries. Key words: SG company bearing wind power marketing strategy
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