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论文编号：	6717
作者编号：	2120123043
上传时间：	2014/12/5 11:54:50
中文题目：	KKPC公司建筑节能市场营销策略及其实施研究
英文题目：	The Research and implementation of KKPC company building energy-saving marketing strategy
指导老师：	李桂华
中文关键字：	建筑节能 ； 环境分析 ；市场定位 ； 营销策略
英文关键字：	building energy conservation ；environmental analysis ； market positioning ； marketing strategy
中文摘要：	随着中国建设节约型社会的步伐加快，国家对于节能减排要求的力度越来越大，根据资料表明国内建筑行业能耗占据社会能源总消耗量三分之一，因此建筑能耗越来越成为节能减排的重要内容。自上个世纪80年代开始，我国开始建筑节能领域的探索和研究，通过不断制定相关法律法规来提高我国建筑节能的标准。随着中国建筑节能的要求越来越高，一个庞大的建筑节能产品的市场已经初具规模。国内建筑节能市场经过10多年的发展,已经成为生产企业众多、产品种类丰富且竞争激烈的市场，任何企业如果想在这样的市场中脱颖而出，成为市场的领导者，就必须在现有传统经营方式的基础上转变传统经营思路，开展新的营销策略的探索。 KKPC集团是韩国传统的石油化工领域的跨国企业，其建材事业部建筑节能产品于2008年进入中国市场，成立KKPC沈阳公司。在中国沈阳设立大型生产基地，主要生产建筑节能产品和其他的建材产品，如何打开国内市场成为KKPC公司一直在探索的目标，本文对KKPC公司所处的市场宏观环境、竞争环境进行了详尽的分析，在对KKPC公司背景和发展情况做简单介绍后，详细剖析了KKPC 公司目前的经营状况和问题，在此基础上，结合本人在KKPC公司多年的市场工作经验，运用SWOT理论分析了KKPC公司存在的优势、劣势、机会、挑战，进而明确了KKPC公司的市场细分选择和产品的市场定位。最终从产品、价格、渠道、促销等4个方向提出了KKPC公司建筑节能市场的营销策略，并给出了营销策略实施过程中应该采用的相关保障措施，以及如何对最终的结果进行评价的标准。本文基于建筑节能产品在国内建筑节能领域广阔的市场空间，应用现代的营销理论对KKPC公司的市场营销策略进行了研究和探索，对所涉及的理论、问题和所研究课题的结果进行逐一阐明，其研究结果对于KKPC公司取得经营成功具有积极的借鉴意义和参考价值。
英文摘要：	With the speed that construction of the conservation society to accelerate, efforts of the energy-saving and emission reduction increasingly high, According to the data show that the domestic construction industry energy consumption occupies the total social energy consumption 1/3. Therefore, building energy consumption has become the focus of energy conservation. Since the beginning of the last century 80's, the country began to explore and study energy-saving construction .By formulating relevant laws and regulations continue to improve China's building energy efficiency standards. With the increasingly high requirements of building energy saving in China, a huge energy-saving building materials market has been formed. After 10 years of development，the market has become many enterprises, products rich and fierce competition. If the company want to stand out in this market, Become the market leader .it must change the traditional management ideas on the existing basis, to carry out the new marketing strategy. KKPC group is a Korean international company in the traditional petrochemical field, building materials division, building energy-saving products to enter the China market in 2008 .Establish KKPC Shenyang company. KKPC establish large-scale production base in Shenyang China .The main production building energy-saving products and other building materials products .How to open the domestic market to become the KKPC has been exploring target .In this context, the market macro environment and competitive environment, the Department of KKPC company energy-saving building products is analyzed in detail. After make a simple introduction of KKPC company background and development situation, analyzes the KKPC company current management status and problems . On this basis, combined with my marketing experience in KKPC company for many years. Using the SWOT theory to analyze the advantages, weaknesses, opportunities and Threats of KKPC, and then clear the energy-saving building products market positioning and market segmentation. The final KKPC company energy-saving building product marketing strategy is put forward from the product, price, place, promotion and so on 4 directions. And given the relevant security measures should be adopted in the process of implementation of the marketing strategy .As well as the standard to evaluate the results of the final. In this paper, based on the energy-saving building products in the field of broad building energy efficiency market space, research KKPC’s company's marketing strategy by modern marketing theory. research the problems、 involved theory and the results are explained one by one. The research results have the positive significance and reference value for the KKPC to obtain operating in energy-saving building market.
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