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论文编号：	894
作者编号：	2120062164
上传时间：	2008/12/14 11:02:45
中文题目：	电力设备企业营销策略研究
英文题目：	Power Equipment Marketing Stra
指导老师：	韩德昌
中文关键字：	电力设备;关系营销;品牌营销;顾<
英文关键字：	Electrical equipment; Relatio
中文摘要：	摘 要 近年来，在国家各项经济政策的带动下，我国国民经济进入了较快的发展时期，工业企业效益逐步改善，电力需求在持续的高速增长，全国许多地区出现了电力紧缺的现象，电力供应能力难以满足电力需求快速增长的要求，这就促使国家加大了对电力行业的投资力度。电力设备制造业的发展与电力行业投资力度是息息相关的，电力行业投资的加大，使得我国电力设备的市场需求明显加大，市场前景十分广阔。 但是，随着国家政策的不断完善，电力设备行业的市场规则发生了明显的变化。为加强对电力建设项目所需设备采购的管理，国家法律规定电力工程项目所需物资设备的采购均采用招标方式进行，并且越来越向集中式、规模化采购的方式转变。这个变化给电力设备制造企业带来了重大影响，对电力设备制造企业提出了更高的要求，使得营销难度加大，但是这对于电力设备生产企业来说不仅仅是挑战，也是很好的机会。电力设备由于行业、企业、产品和销售对象的特殊性，其营销策略有自己的行业特点，透明度不高，且缺乏借鉴性，中国企业界对电力设备营销的研究明显置后。因此，对于各电力设备生产商来说，如何在现有电力市场营销环境下，运用先进的营销理论，结合企业和市场的实际发展情况，建立适应电力设备行业发展趋势的营销策略是必须解决的重要课题。 本文基于市场营销相关理论，从营销学的角度出发，通过对当今电力设备行业的营销环境及行业未来发展趋势的分析，结合对我国电力设备企业所采用的营销策略现状、营销存在的误区及影响企业中标因素的分析，进而得出电力设备生产企业应该采取的营销策略，并且提出了具体的营销策略实施方案，以期为我国电力设备企业在未来的市场竞争中谋取有利的竞争地位提供借鉴。 本文共分六部分。绪论部分介绍了电力设备市场营销策略研究的行业背景、研究内容及研究的方法；第一章回顾了电力设备营销用到的一些相关理论知识；第二章对电力设备行业进行了详细的市场分析；第三章介绍了现在电力设备企业的营销策略现状及存在的误区；第四章是本文的重点，提出了电力设备企业应营销策略的选择及策略实施的具体方案；最后是本文的结论。 关键词：电力设备 关系营销 品牌营销 顾客价值
英文摘要：	Abstract In recent years, the national economy, led by China’s national economic policies, has entered a rapid development period, industrial enterprises improve their benefits gradually, the demand for electricity continues to grow at high speed. In many regions there have been shortages of electricity, power supply capacity can’t meet rapidly growing demand for electricity requirements, which pushes the state to increase the electricity sector investment. Electrical equipment manufacturing industry and investment in the power industry is closely related to the increased investment in the power industry, which makes Chinese power equipment market increase significantly, the market has broad prospects. However, with the national policy of constant improvement of the electrical equipment industry, the rules of the market changed dramatically. In order to enhance the power required for construction projects, the national laws stipulate that all procurements of electric power supplies for the project should be implemented public bidding procurements, and the procurements tends to change to the more centralized, large-scale modes. The changes have a significant impact on power equipment manufacturers, make the power equipment business marketing more difficult, it is not only challenges, but also a good opportunity to the power equipment manufacturers .As the electrical equipment industry its marketing strategy has its own characteristics because of the special nature of industry, enterprises, products and sales targets, for example, transparency is not high, and lacks reference, Chinese power equipment business of marketing research drops behind the actual apparently. Therefore, it is a important issue the electrical equipment manufacturers that how to use of advanced marketing theory and establish the marketing strategy to adapt development trend of electrical equipment industry under the current power marketing environment, combining enterprises actual condition and market developments. The author analyzes the electrical equipment industry marketing environment and future development trends today based on marketing theory, from the marketing point of view, combined with Chinese power equipment business marketing strategies adopted by the status quo, marketing presence and impact factors, and then come to the conclusion on the marketing strategy taken by power equipment manufacturers , and also put forward a specific marketing strategy for the implementation of the program to seek a favorable competitive position for reference. This article is divided into six parts. Abstract introduces the background of power equipment market ,research contents and research methods; in the first chapter reviews the marketing power equipment used in a number of relevant theoretical knowledge.The second chapter gives the electrical equipment industry detailed analysis The third chapter introduces the marketing strategy of electrical equipment business and current situation ;The fourth chapter is the emphasis of the whole article, summarizes a whole marketing strategy and implementation of specific programs to the power equipment business. The last charter is the final conclusion of this article. Key words: Electrical equipment Relationship marketing Brand marketing Customer value
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