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论文编号：	5722
作者编号：	2220110501
上传时间：	2013/12/3 16:01:46
中文题目：	赛欧美电力技术有限公司电力设备营销策略研究
英文题目：	The Research on Marketing Strategic in Electricity Equipment of Siamy Company
指导老师：	韩经纶
中文关键字：	赛欧美电力技术有限公司；电力设备；高低压成套设备；营销策略
英文关键字：	Europe and the United Power Technology Co., Ltd. race; electrical equipment; high and low voltage complete sets of equipment; Marketing
中文摘要：	电力工业是国民经济和社会发展的重要基础产业。电力变压器是发、输、变、配电系统中的重要设备之一,目前我国电力需求增长迅速,电力供应紧张,全国电力系统的高速建设和政府对固定资产的投资有效拉动了输变电设备的市场需求,为从事变压器等输变电设备的公司以极大的发展空间。但随着电力企业主辅分离改革的推进,国有输变电企业将由垄断竞争机制逐步进入到市场化竞争机制,同时随着国家电网公司招标体制的改革,企业的竞争对手范围由全省扩大到全国,市场的竞争格局发生了深刻的变化。深圳市赛欧美电力技术有限公司是一家高科技企业, 公司的主营产品是电力变压器,在市场竞争中处于垄断竞争的格局,随着市场竞争环境的改变,赛欧美电力技术有限公司原有的市场营销策略已无法适应新的市场竞争环境,营销过程中存在着较多问题,成为了阻碍企业发展的关键性制约因素, 如何改进原有的市场营销策略, 以应对面临日趋激烈的竞争状况, 是企业当前亟待研究和解决的重大课题之一。本文以市场营销理论为主要理论基础, 综合运用了文献分析法、访谈法、实地考察法等研究方法, 对赛欧美电力技术有限公司的内外部营销环境进行分析, 同时通过SWOT 对电力设备厂的机会、威胁、优势、劣势进行分析, 找出营销环节存在的问题,并针对性地制定了一整套营销策略,为了更好的保证营销策略的顺利实施, 本文还提出了一系列实施建议,并为相关企业提供借鉴与帮助。
英文摘要：	The power industry is an important economic and social development of basic industries. Power transformer is made, transmission, transformation and distribution system is one of the important equipment that China's rapid growth in electricity demand, electricity supply, the rapid construction of the national electricity system and the government's investment in fixed assets, effectively pulling power transmission equipment market demand, as in transformers and other power transmission equipment company with great space for development. But with the separation of major power companies to promote the reform of state-owned enterprises will be monopolistically competitive power transmission mechanism and gradually into the market competition mechanism, and with the State Grid Corporation of the tender system reform, enterprise competitors ranging from the province to expand national competition in the market situation has undergone profound changes. Race Power Technology Co., Ltd. is a European and American high-tech enterprise, the company's main products are power transformers, a monopoly in the market competition pattern of competition, as the market changes in the competitive environment, competition original European and American Electric Power Technology Co., Ltd. Marketing strategy has been unable to adapt to the new market environment, there are more marketing process issues, became a key obstacle to enterprise development constraints, how to improve the existing marketing strategies to cope with the increasingly fierce competition in the face, is the enterprise current research and urgently address the major topics. In this paper, marketing theory as the main theoretical basis, the integrated use of document analysis, interviews, field visits and other research methods, European and American Electric Power Technology Co., Ltd. on match internal and external marketing environment analysis, while the power plant through the SWOT opportunities, threats, strengths, weaknesses analysis to identify the marketing aspects of the problems and developed a set of targeted marketing strategies, marketing strategies in order to better ensure the smooth implementation, this paper also proposed a series of implementation of the recommendations, and for other companies to provide reference and help.
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