学生论文
|
论文查询结果 |
返回搜索 |
|
|
|
| 论文编号： | 5971 | |
| 作者编号： | 2120112737 | |
| 上传时间： | 2013/12/9 11:17:53 | |
| 中文题目： | 风电整机企业服务营销策略的研究 | |
| 英文题目： | 风电整机企业服务营销策略的研究 | |
| 指导老师： | 焦媛媛 | |
| 中文关键字： | 服务营销; 服务管理; 风力发电机 | |
| 英文关键字： | Service Sales; Service Management; Wind Turbine | |
| 中文摘要： | 伴随着能源危机世界各国越来越重视可替代能源的开发尤其是风能的利用。近些年我国的风电行业迅速增长，已经成为全球增长最快的市场，越来越多的跨国新能源企业把制造中心设置中国。由于看好风电行业市场前景，诸多企业涉足风电制造领域，造成风电整机制造商面临巨大的竞争压力。从早期面对卖方市场到现在变成买方市场，所有公司不得不依靠降低成本来应对来自市场的压力，在这个过程中服务市场逐渐扩大并受到重视。但由于质保外的服务市场刚刚开始出现，来自火电集团的风电业主只有少部分愿意分包运行维护，所以风电整机企业必须发挥自身技术优势，抓住时机，退出出合适的风电服务产品进行服务营销以抢占市场。本文针对上述情况，对风电整机服务营销的相关问题进行分析讨论，总结出一套基于服务营销理论的服务营销策略实施办法。本文在分析过程中先对服务营销、企业战略和服务管理等相关理论进行了回顾；并介绍了国内风电整机服务业的发展以及风电整机企业服务营销的现状和特点；通过对风电整机企业服务市场的外部环境分析，内部环境分析从而确定了服务竞争战略并进一步确定了相应的服务营销策略。对于相应的服务营销策略，提出了实施的具体理论框架，和相关的保障措施。其中着重介绍了服务营销对企业的未来发展重要性，阐述了服务营销相关理论和概念的运用。然后根据风电整机服务行业的现有状况，结合当前形势，总结出了一些问题点及其原因。分析归纳出了风电整机企业服务的特征。根据这些特征和实际情况，以及服务营销的知识，提出了风电整机服务应采取的服务营销策略，及与此相应实施框架和保障措施。 | |
| 英文摘要： | Along with worldwide energy crisis in recent years, more and more attention is paid to the wind energy. In recent years, wind energy industrial of China increase dramatically, China is already the fastest developing market. More and more foreign new energy company establish production center in China. Many companies enter wind turbine manufacture area due to the good prospect ， which give great pressure to wind turbine manufacturers. Manufacturers have to reduce the cost to adapt to market as it changes from seller’s market to buyers’. Meanwhile, the service market is increasing steadily due to wind turbines go out of warranty step by step. The market just emerges and the owners intend to maintain the machines by themselves. So manufactures shall grasp the chance to occupy market share by showing their technical advantages. According to above situation, this article analyze and discuss issues related, and summarized a set of execution methods. This paper reviewed related principles of service sales, company strategy and service management, introduced the development of wind turbine industrial. After analyze the external environment and internal profile, choose the strategy of competition and service sales. Execution methods frame and related measures are proposed. Much emphasis is put on the importance of service sales, usage to related principles. According to real situation, illustrate the specialty of wind turbine service sales and the reasons and problem of that, and found the service sales strategy and the execution and measures base on service sale and management theory. | |
| 查看全文： | 预览 下载(下载需要进行登录) |