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论文编号：	8684
作者编号：	2120142557
上传时间：	2016/12/7 10:41:32
中文题目：	LD公司的市场营销策略研究
英文题目：	Research on the Marketing Strategy of LD Company
指导老师：	郑琦
中文关键字：	营销组合策略；内部营销；热泵；水（地）源热泵；LD公司
英文关键字：	marketing mix; internal marketing; heat pump water (ground) source heat pump; LD Company
中文摘要：	中国的热泵行业经过二十年左右的发展，迅速的从导入期进入成长期、成熟期，尤其是水（地）源热泵行业，由于其具有高效回收低品位热能、节能环保等优点，受到了国家的大力推广和市场的青睐，因此也促使这一行业的繁荣和竞争的加剧。而近几年，由于房地产行业的走弱、经济下滑等大环境变化和前期的无序竞争而造成的水资源浪费等现象的影响，水（地）源热泵行业竞争进一步加剧，价格战、关系战比比皆是。如果企业在这种环境下再不对自身状况进行迅速而高效的总结，并得出适合于自己的市场营销组合策略，从而进行及时的调整，则可能会把企业推向被市场淘汰出局的境地。作为中国市场水（地）源热泵产品的主导企业，如何在恶劣的市场环境和激烈的竞争中脱颖而出，将是一个很重要的课题。 本文以当前复杂多变的热泵市场环境为研究背景，以LD公司的水（地）源热泵产品为研究对象，对其采用的营销组合策略进行分析和研究。第一章为绪论，详细介绍本文的研究背景、研究意义、研究内容、方法和论文框架。第二章，对相关环境分析理论知识和营销组合理论进行简要回顾。第三章，结合LD公司的具体情况，用PEST分析对企业进行外部环境分析。通过波特五力模型进行企业的竞争环境分析，同时利用SWOT模型对LD公司所具有的优势、劣势与外部环境所带来的机遇和威胁进行进一步的分析。第四章侧重说明LD公司的市场定位原则与确定的营销策略。第五章介绍了营销策略的实施和保障措施，从公司组织结构、信息系统、人员及制度等方面进行说明补充。第六章进行全文归纳总结。最终得出适合LD公司所面临的市场环境和竞争环境的营销组合策略。希望可以对类似于本公司的其它企业具有一定的借鉴作用。
英文摘要：	After twenty years of development, heat pump industry in China rapidly grew from infancy into growth stage and mature stage, especially for the water (ground) source heat pump industry, because of its high efficiency in recovering low-grade heat, energy saving and environmental protection advantages, it is vigorously promoted by our country and is favored in the market, which also causes the prosperity and fierce competition. In recent years, water source heat pump (ground) industry’s competition has been intensified, which caused by disorderly competition in the real estate industry, weakening economic downturn…etc, these market environmental changes and the water resources waste, the price war within the industry and relationship war can be found everywhere. In this context, the enterprise may be washed out if it doesn’t scan their own situation quickly and formulate the suitable marketing strategy and marketing mix policies of their own and in doing so, further make timely adjustments. As the leading enterprise of Chinese market water (ground) source heat pump products, it’s very important to know how to stand out in the harsh market environment and fierce competition. Based on the current complex and volatile market environment as the research background, this thesis takes LD Company’s water (ground) source heat pump products as the research object to analyze and research on the relationship/service marketing strategy that LD Company uses. The first chapter begins the introduction, which introduces the research background, significance, content, methods and framework of this thesis. In the second chapter, a necessary review of the relevant environmental analysis theories and marketing theories are briefly reviewed. In the third chapter, combining with the specific situation of LD Company, the thesis uses PEST theory to analyze the external environment of the enterprise. Through the Porter five forces model and the SWOT model of LD Company’s strengths, weaknesses, opportunities and threats brought by external environment, it further analyzes the competition environment of the enterprises. The fourth chapter focuses　on the LD Company’s market positioning principles and further determines marketing mix strategy. In the fifth chapter, the thesis describes the implementation of the marketing strategy, marketing mix tactics and supporting measures from the perspective of company's organizational structure, information systems, personnel and institutions and other aspects. The sixth chapter summarizes the whole contents. Finally this thesis comes up with the appropriate marketing strategy and marketing mix for LD Company under the specific market environment. Hope this thesis can have certain reference to other companies that are similar to LD Company.
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