联系我们

论文查询结果	返回搜索

论文编号：	864
作者编号：	2120062175
上传时间：	2008/12/10 18:09:49
中文题目：	施耐德电气公司配电产品营销战略
英文题目：	The Study On Marketing Strateg
指导老师：	许晖
中文关键字：	配电产品 营销战略 顾客
英文关键字：	Power distribution product/ti
中文摘要：	中国经济的高速发展加大了对能源的需求，以电厂、电网建设为代表的电力基础设施投资空前高涨,与此同时，固定资产投资不断加大，进而带动了电气配电产品市场的迅猛扩张，持续快速增长的市场为本土电气配电产品企业以及跨国电气巨头提供了广阔的空间。如何快速的拓展市场、在竞争中获得优势，是每一个配电企业所必须思考的问题。 日益激烈的市场竞争对企业的市场营销活动提出了更高的要求。建立与企业自身资源能力相匹配的营销战略，并通过一系列确实可行的保障策略和措施来确保营销战略的实施，不仅可以构筑企业的核心竞争力形成本企业的竞争优势，同时也可以为顾客提供卓越的顾客价值，进而获得市场份额。 本文综合战略管理理论、顾客价值理论和工业品营销理论，以施耐德电气公司为例进行实例分析，研究了该企业市场营销战略的构建方法以及相关保障策略的实施。施耐德电气公司配电产品营销战略的研究为我国配电行业企业探索一整套符合自身特点的营销战略提供了可以借鉴的意义，同时也为那些想走出国门的配电制造企业提供了国际化的视角。 本文对施耐德电气公司配电产品营销战略的研究共分为六章：第一章和第二章作为绪言和理论回顾；第三章介绍施耐德电气公司的背景资料；第四章和第五章是重点和核心，主要从两个方面来展开，一是对施耐德电气公司配电产品的营销战略研究，二是施耐德电气公司配电产品营销战略实施的保障策略，从品牌营销策略、渠道拓展策略、客户导向型关系营销和组织匹配策略等方面展开研究，确保了营销战略的实现；第六章对本文所研究的内容做了总结，并提出本文存在的不足，以及有待进一步讨论的方面。
英文摘要：	With the high speed developing of Chinese economy, the need of the energy has been enlarged greatly. The electric power investment, such as power plant and power grid, has been greatly increased. At the same time, the investments of fixed assets increased gradually, which prompt the prosperity of the power distribute market. Thus there is a broad market for the enterprises of power distribute. How to get the larger share is the key problem that every power distribution enterprise must face. The gradually fierce market competition proposes more highly demand of the marketing and sales activities. The enterprise that builds the marketing strategy matching enterprise self's resource ability appearance, and putting into effect by a series of indeed feasible measures , not only is able to build the core competition, but also can provide preeminent customer value and gain market share. The thesis synthesizes the theories of strategy management, customer value, and industrial products marketing, taking Schneider electric company as an example, and studies the structure for marketing strategy and the relevance tactics of Schneider electric company. The study of the Schneider electric company’s marketing strategy provides valuable experience for power distribute industry. At the same time, the study also gives the international views to the Chinese enterprises. The thesis consists of six chapters. Chapter I is prelude, and Chapter II is theories review. There is the introduction of Schneider electric company in the Chapter III. Chapter IV and Chapter V are the key parts, including two aspects. One is the study of marketing strategy of Schneider electric company. The other is the relevance tactics of the marketing strategy, such as brand marketing, channel marketing and etc. Chapter VI is the summary of the thesis. It brings the deficiency and the sides that should be studied further in the future.
查看全文：	预览  下载(下载需要进行登录)