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论文编号：	6602
作者编号：	2220130015
上传时间：	2014/11/27 17:08:38
中文题目：	YH公司天津地下水市场开发策略研究
英文题目：	Tianjin Groundwater Market Development Strategy Research For YH Company
指导老师：	白长虹
中文关键字：	地下水评估；战略；市场营销
英文关键字：	Ground Water Evaluation; Strategy; Marketing Management
中文摘要：	地下水（ground water）是贮存于包气带以下地层空隙，包括岩石孔隙、裂隙和溶洞之中的水。人类的生存、生活、生产离不开水，地下水、地表水等不同存储形式的水为人类提供了生存的必须条件。地下水因为储存量大、开采方便、水质优良，人们大量使用地下水用于工业生产、农业灌溉、城市供水等诸多方面。但因为超负荷的开采，盲目的使用和大量的生活污水和工业废水的入渗，对地下水造成了严重的污染。污染源多，污染量大，致使我国浅层地下水快速的、严重的污染。2011年“较差—极差”水质比例已经超过50%，达到创记录的55%，环比恶化15.2%，由环保部在全国200个城市地下水水质检测的统计，且这一趋势短时间内难以改善。 为了保护地下水，避免项目建设对地下水的影响，环保部于2011年2月11日批准、颁布了“环境影响评价技术导则---地下水环境”，自2011年6月1日起实施，适用于以地下水作为供水水源及对地下水可能产生影响的建设项目的环境影响评价。地下水环境影响评价的基本任务包括：进行地下水环境现状评价，预测和评价建设项目实施过程中对地下水环境可能造成的直接影响和间接危害（包括地下水污染，地下水流场或地下水变化），并针对这种影响和危害提出防治对策，预防与控制地下水环境恶化，保护地下水资源，为建设项目选址决策、工程设计和环境管理提供科学依据。导则的实施标志着地下水评估市场的正式启动。 本文的研究就是基于这样愈发严重的地下水污染环境下，通过有效的市场战略分析和目标市场机会分析，研判YH公司开发天津市场的可行性，制定针对性的商业模式，找到天津地下水市场突破口，为目标企业开发天津市场找到一条确实可行的发展之路。 本论文共分六章。第一章绪论，主要阐述了论文的研究背景和研究意义、研究思路和研究方法以及研究框架。第二章相关理论回顾，包括战略分析、战略选择、组合营销策略等。第三章天津地下水市场分析，从地下水评估和修复介绍、市场、竞争对手等几个方面进行分析。第四章在战略分析相关理论回顾的基础上对YH公司做战略分析和战略选择分析，研判可行性和采取的战略。第五章YH公司天津地下水市场开发策略与实施。第六章为结论，对本文的研究进行归纳和总结。 本文的创新性在于运用多种理论分析与实际操作相结合，指导YH天津公司成立和市场开发。创新点其一在于多种理论相结合从战略层面多角度去验证开发天津市场的可行性与战略选择，其二体现在运用多种理论从操作层面指导一个公司实际运作。
英文摘要：	Ground water is stored in the vadose zone, including the rock pore, fracture and cavity of the water. It is one of the most important water source to the agricultural irrigation, industrial and mining, and people drinking because of the water supply stability, good quality. Due to excessive mining, unreasonable use and the large amount of industrial waste water and sewage infiltration, it caused serious pollution to the ground water with fast speed. In 2011, It is more than 55% of the "poorer, poorest water quality” in the country’s 200 cities ground water quality monitoring spot, and worse than 15.2% of 2010. In order to protect groundwater, avoid the influence of the construction of groundwater, The Department of environmental protection approved and published the " Technical guidelines for environmental impact assessment - groundwater environment" on February 11, 2011, and would be effective since June 1, 2011. apply to groundwater as water supply source and the impact on groundwater may environmental impact assessment of construction projects. The basic task of the groundwater environment impact assessment, including: the current situation evaluation of the groundwater, environment prediction and evaluation of the construction project of groundwater environment in the process of implementation of the direct impact of and indirect damage (including the pollution of groundwater, groundwater flow field or groundwater changes), the prevention and control countermeasures are put forward based on the influence and harm, prevention and control of groundwater environment deterioration, protection of groundwater resources, for construction project site selection, engineering design and provide a scientific basis for environmental management. The implementation of the guidelines marks the groundwater evaluation market officially launched. Research of this article is based on the increasingly serious groundwater pollution environment, through effective marketing strategy and target market opportunity analysis, the feasibility of YH company develop Tianjin market, formulate specific business model, and find the market breakthrough of groundwater in Tianjin, Tianjin as the goal of enterprise development road to the development of the market to find a really feasible. This thesis is divided into six chapters. The first chapter is introduction, mainly elaborated the paper research background and research significance, research ideas and research methods and research framework. The second chapter related theory review, including strategic analysis, strategic choice and combination of marketing strategy. The third chapter of groundwater in Tianjin market analysis, from the assessment of groundwater and repair introduction, market analysis, competitors and other aspects were analyzed. The fourth chapter on the strategic analysis based on a review of relevant theories of YH company do strategic analysis and strategic choice analysis, feasibility study and strategy. The fifth chapter Tianjin groundwater market development strategy and implementation. Sixth chapter is conclusion, summing up and summarized the research of this paper. The innovation of this paper is to use a variety of combination of theoretical analysis and practical operation, guide YH company was founded in Tianjin and market development. Innovative one lies in the combination of many theories from the strategic level angles to verify the feasibility of the development of Tianjin market and strategic choice, the second reflected in using a variety of theory guiding a company actual operation from the operating level.
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