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| 论文编号： | 5888 | |
| 作者编号： | 2120112574 | |
| 上传时间： | 2013/12/5 23:28:24 | |
| 中文题目： | 艾尔姆风能叶片公司营销策略研究 | |
| 英文题目： | The Research of LM Wind Power Blades Company | |
| 指导老师： | 许晖 | |
| 中文关键字： | 风能叶片、营销组合、定制营销、大客户管理 | |
| 英文关键字： | Wind blade, Market Mix, Customized market, Key account management | |
| 中文摘要： | 随着社会不断的向前发展，人们对能源的需求日益增加，而传统的石化资源却在不断得消耗中濒临枯竭。在日益激烈的能源矛盾下，新能源应运而生。如今，风能资源已成为目前利用率最高的新能源。世界各国无不将发展风能作为带本国动经济发展，解决能源危机的重要手段。我国得风电产业在经过前几年高速发展后，产业增速逐渐放慢，问题也逐渐显现，产能过剩尤为严重，企业纷纷降价以换取市场份额，竞争日趋激烈。如何使风电产业有序、健康得向前发展，特别是在全球经济危机影响下怎样使风电行业克服危机，稳步持续发展，逐步实现国家节能减排的目标，需要全行业一起努力探索新的可实现的路径。本文通过对艾尔姆风能叶片企业营销策略的研究，为我国风电制造业，尤其是风电叶片企业的健康发展提供理论基础及现实指导。文章首先介绍了艾尔姆风能叶片公司的公司概况及经营现状，对艾尔姆公司的营销环境及竞争格局进行分析，并运用STP分析理论分析了风能叶片行业的细分市场，艾尔姆公司的目标市场选择及市场定位，并结合公司的实际情况，有针对性的提出适合艾尔姆公司发展的市场营销策略组合及定制营销策略——即：全面沟通策略，快捷柔性的产品策略，提供良好的售后服务；并进一步结合公司的市场营销策略，分析阐述了适合艾尔姆公司营销策略的实施保障措施，即实施大客户管理制度，建立柔性的生产系统及客户满意的服务策略。作者希望通过对本文的研究，可以为艾尔姆风能叶片公司，乃至我国风能叶片行业的良性发展提供良好的理论依据及现实指导。 | |
| 英文摘要： | With the development of our society, demand for energy is increasing gradually, but traditional oil energy is dying out. Under the furious energy conflicts, new energy comes out as required. Wind power is no doubt one of the new power with highest utilization. Many countries has treated wind power as a measurement to develop local economy and solution for energy crisis. After rapid development of China’s wind power in previous years, it has slowed down, meanwhile many problems has emerged, capacity surplus is an especially serious problem, competitors decreased their price to earn market, and the competition is very close. How to win in this high competition industry, is a question which has to be considered by every wind power company. As a member in this market, it is critical for LM to think about how to survive, maintain and increase market share, how to adapt to customer requirements and ensure ring development in this market situation. Based on this situation, this thesis focuses on the marketing strategy of LM. Firstly, this thesis introduced the market status of LM blade, and SWOT model is utilized to analyze the advantages, disadvantages, opportunities, threats of LM; then summarized the market background of wind power, meanwhile 5 forces model is utilized to analyze the whole manufacturing chain for wind blade, the general situation and competition structure are stated; Thirdly, STP theory is used to analyze the market segmentation of wind blade, LM’s targeted market and market position, then combining the actual situation of LM, generated the suitable marketing strategy, including the product strategy, price strategy, channel strategy, promotion strategy and customized marketing strategy. At the end of the thesis, raised the suitable implementation guarantee measurements for LM’s marketing strategies, including establishing key account management system to ensure in time communication with key account customers, providing better service to them, meanwhile implement flexible manufacturing system to satisfy the changing requirement of customer. Through the research of this thesis, the writer intends to provide good theories and practical guidance to prosperous development for LM blade company, and even further for the wind blade industry of China. | |
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