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论文编号：	9701
作者编号：	2120152873
上传时间：	2017/12/8 21:26:53
中文题目：	中国能源建设集团天津电力设计院有限公司营销策略研究
英文题目：	Research on Marketing Strategy of China Energy Engineering Group Tianjin Electric Power Design Institute Co., Ltd.
指导老师：	刘建华
中文关键字：	营销策略;电力设计;服务营销;品牌营销
英文关键字：	Marketing strategy;power design;service marketing;brand marketing
中文摘要：	近年来，天津地区大型电力基础设施建设接近饱和以及天津电力设计市场逐渐萎缩的市场情况，带给中国能源建设集团天津电力设计院有限公司巨大的市场压力。但与此同时，内蒙地区大型电力基础设施建设大规模开展并在近五年内呈持续稳定增长，因此，这样的市场环境有带给天津院新的市场机遇，进军新市场、开拓新业务领域刻不容缓。在此背景下，为保证企业能够呈现持续稳步上升式的发展态势，在加快转型脚步的同时，制定具有稳定性、拓展性和战略性的营销策略势在必行。 研究选取天津电力设计院作为研究对象，通过对宏观环境及行业环境的分析，结合天津电力设计院自身情况和面临的问题，提出采用服务营销策略，同时对策略的实施及保障进行了论证和分析，以期能够对企业的发展起到促进的作用。 本文主要通过归纳演绎法、系统研究法、对比分析法等研究方法，并运用PEST分析法、五力模型分析法、SWOT分析法和定位理论，对天津电力设计院面对的问题及问题的原因进行了梳理。通过对天津院的营销环境分析，对天津院进行市场定位，针对不同类型的电力项目设计市场，最终选择“产品与定价策略”、“人员与流程策略”和“有形展示与推广”的服务营销策略，并且为保证营销策略的顺利实施，对所选营销策略实施所需的员保障、制度保障和企业文化与员工价值观塑造等三方面进行了详细描述与分析。 总结来说，本文通过从研究背景与内容到相关理论回顾，再到营销环境分析，然后到目标市场选择及市场定位，再然后到服务营销策略选择，最后到服务营销策略实施保障的撰写流程，对中国能源建设集团天津电力设计院有限公司营销策略进行了系统分析和研究探讨。
英文摘要：	In recent years, the market situation in Tianjin area of large power infrastructure construction and design of Tianjin electric power market is close to saturation gradually shrinking, to Chinese energy construction group Tianjin Electric Power Design Institute Co. Ltd. the enormous market pressure. But at the same time, the Inner Mongolia area to carry out large-scale infrastructure construction of large power and a steady growth in the past five years, therefore, this market environment has brought Tianjin new market opportunities, enter new markets, expand to new business areas. In this context, to ensure that enterprises can show continued to rise steadily trend type, in accelerating the transformation of the pace of development at the same time, with the stability, development and strategic marketing strategy is imperative. Study on the selection of Tianjin Electric Power Design Institute as the research object, through the macro environment and industry environment analysis, combined with Tianjin Electric Power Design Institute's situation and problems, put forward the service marketing strategy, and implement and guarantee of strategy are analyzed and demonstrated, in order to promote the development of the enterprise. This paper mainly through the deductive method, system analysis method, comparative analysis and other research methods, and the use of PEST analysis, five forces model analysis, SWOT analysis and positioning theory, the reasons for Tianjin Electric Power Design Institute to face the problems and summarized. Based on the Tianjin Institute of marketing environment analysis, market positioning Tianjin hospital, according to different types of electric power project design market, the final choice "product and pricing strategy", "personnel and process strategy" and "presentation and promotion of" service marketing strategy, and to ensure the smooth implementation of the marketing strategy, the selected marketing strategy to implement the required staff security, system security and the corporate culture and employee values shape the three aspects of the detailed description and analysis. In summary, this paper from the research background and content to the review of the related theories, and then to the analysis of marketing environment, and then to the target market selection and market positioning, and then to the service marketing strategy, service marketing strategy and finally to guarantee the implementation of the writing process, the marketing strategy can Chinese source construction group Tianjin Electric Power Design Institute Limited the discussion of system analysis and research.
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