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论文编号：	4940
作者编号：	2120074029
上传时间：	2012/12/27 17:02:11
中文题目：	江西赛维LDK公司营销战略研究
英文题目：	The Research on Marketing Strategy of LDK solar
指导老师：	吴晓云
中文关键字：	赛维LDK公司,营销战略,光伏产业
英文关键字：	LDK solar,Marketing strategy,PV industry
中文摘要：	人类进入工业革命时代，人们对于煤炭与石油的依赖逐渐上升，以石油为代表的传统能源价格持续上涨，给全球经济的发展带来巨大的压力，但也带给了包括太阳能光伏发电在内的新型清洁能源在全世界各地发光，尤其是2008年以来，石油价格持续上涨，刺激了太阳能光伏产业爆发式增长，以及全世界光伏市场的光速发展，而中国在太阳能光伏产业获得了巨大发展，占了举足轻重的地位，成为清洁能源中的佼佼者。在全球太阳能光伏行业规模扩张的同时，市场竞争程度日趋激提高，国内外市场需求的变化和竞争的结果导致光伏产业的组织结构发生了显著变化。 如何这样的环境对自己有利时“乘势”而上；在环境对企业发展不利时“顺势”而动，企业的市场营销战略在此方面发挥着越来越重要的作用。本文基于这样的背景选择光伏产业中典型企业——赛维LDK公司对其市场营销战略进行分析。本文整体的研究内容可以分为三个部分：第一章属于本文提出问题部分，从理论以及实践发展的视角提出本文研究的主要问题；第二三章为本文分析问题部分，在对相关理论进行分析的基础上本文对光伏产业以及赛维LDK公司的面临的宏观环境以及内在经营管理进行了分析；第四五章为本文的主体部分，主要是对赛维LDK公司的市场营销战略进行分析，并从产品集团和发展阶段两个纬度分析赛维LDK公司的市场营销战略，第六章为本文的结论部分，在对本文研究内容进行回顾的基础上，总结了本文的研究结论，分析了本文研究的不足并展望了未来的研究方向。
英文摘要：	After entering industry century， the prices of traditional energy, petroleum especially, have been raised steadily, which has brought great pressure to the growth of global economy. However, it makes such new clean energy as Solar Photovoltaic widespread all over the world. Particularly since 2008, the speedy rise in petroleum price has even stimulated the explosion and rapid development of Solar Photovoltaic industry worldwide. Moreover, China has gained great development and played a vital role in PV industry. It becomes a leader in clean energy. The market competition has become increasingly fierce with the vigorous expansion of global Solar Photovoltaic. Meanwhile, changes of market demand and competition lead to an outstanding change of structure in PV industry. To LDK Solar, how to seize opportunity and multiply situation when it is good for us, how to comply with and take advantage of it while bad for us, all these need to conduct an overall strategic analysis under the whole environment our company exists and to set up the strategic objective finally. Based on this background, we choose a representative enterprise LDK Solar　to study its marketting strategy.The study can be divided into three parts: firstly, chapter one is designed to put forward the theme of this study from the theoretical perspective and the enterprise practice. Chapter two and chapter three is to analyse the research topic. Based on the analysis of related theory, the paper studies the macro-environment and the state of operation of LDK solar. Chapter four and five are the main parts of the study and it mainly analyses the marketing strategy of LDK solar and puts forward the solution from the perspective of product group and enterprise development phase. Chapter six is the conclusion of this study. We summarize this study and draw the conclusion. At the sametime, we analyse the insufficient of our study and point out the future Research Fields.
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