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论文编号：	4618
作者编号：	2220100799
上传时间：	2012/9/19 16:57:12
中文题目：	德州市太阳能产业发展战略研究
英文题目：	The Dezhou Solar Industry Development Strategy
指导老师：	张玉利
中文关键字：	关键词：德州太阳能产业 竞争优势 产业政策 营销策略
英文关键字：	Key words: Dezhou Solar energy industry，Competitive advantage，Industrial policy，Marketing strategy
中文摘要：	经过数百年的开采，矿物燃料日益枯竭。近年来，随着全球“能源危机”、中东北非国家动荡和环境污染加剧，人们认识到现有的能源结构必须彻底改变，必须走可持续发展模式。目前太阳能产业迎来了关系未来长远发展、机遇与挑战并存的关键时期。太阳能产业主要是源于太阳能的研究、开发、应用、推广的新能源产业。德州太阳能产业起步早、技术实力强、产业结构完善，具有作为优势产业进行扶持发展的有利条件。德州太阳能产业在新形势下如何生存、发展、壮大，已成为地方政府、产业企业、相关科研机构共同关注的重点。新世纪的太阳能产业，机遇与挑战并存。本文以现代理论为指导，研究在当前新形势下，德州太阳能产业发挥比较优势，培育竞争优势，发挥市场、企业、政府等作用，在原有的发展战略基础上，拓展出未来全面市场竞争环境下，适合当地产业发展的最佳经营策略和营销策略。本文从“国家钻石模型”理论入手，研究德州产业外部因素、内部因素，探讨竞争优势和潜在风险；用4P营销理论从战略层面分析德州太阳能产业产品战略、价格战略、渠道战备及促销战略；在此基础上，进行机会、优势与风险分析，明确产业发展的最佳战略组合。通过深入分析，本文提出了德州太阳能产业发展战略。在未来太阳能产业竞争加剧的市场条件下，德州太阳能产业要想在全国、全球占据领先地位，创造更多更好的经济效益，不仅要注重传统发展战略，更要适应新的市场需要，采取新的营销理念，推动形成新的产业竞争优势。只有同时做到高技术、低成本、差异化、超前性和营销对路相结合，提升并保持产业竞争力，促进产业良性循环，才能在未来太阳能产业竞争中保持领先地位，打造真正的“中国太阳谷”。
英文摘要：	After hundreds of years of mining, fossil fuels are depleted. In recent years, with the global "energy crisis" in the East and North Africa countries turmoil and increasing environmental pollution, it is recognized that the existing energy structure must be completely changed, we must take a sustainable development model. The solar energy industry has ushered in a relationship long-term development opportunities and challenges of the critical period. The solar energy industry is derived from solar energy research, development, application and promotion of new energy industry. Texas solar industry started early, with strong technical expertise and improve the industrial structure, with favorable conditions to support the development of competitive industries. The solar energy industry in Texas is how to survive in the new situation, the development and growth, has become the focus of local government, industrial enterprises, scientific research institutions. The new century, the solar industry, opportunities and challenges. Modern theory, the study of their comparative advantages in the current situation, the solar energy industry in Texas, nurturing a competitive advantage, play the role of market, business, government, in the original development strategy based on full market competition environment, expanding the best business strategy for the development of local industry and marketing strategy. From the theory of the "national diamond model, this paper studies the Texas industry, external factors, internal factors of competitive advantage and potential risks; 4P marketing theory from the strategic analysis of Texas solar energy industry product strategy, pricing strategy, channel readiness and promotion strategy; in On this basis, the opportunities, strengths and risk analysis, the best strategic combination of a clear industrial development. Through in-depth analysis, this paper presents the Texas solar energy industry development strategy. In the solar industry competition, market conditions, the solar energy industry in Texas in order in the country, the global leading position, create more and better economic returns, not only to focus on the traditional development strategy, but also to adapt to new market needs to adopt a new marketing idea to promote the formation of a new industry competitive advantage. Only to achieve both high-tech, low-cost, differentiation, advanced and marketing LO combination of upgrading and maintaining industrial competitiveness, and promote industrial virtuous circle, in order to maintain its leading position in the solar industry competitive in the future, to create real " Sun Valley ".
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