京城新能源公司大型风力发电机组定制化营销策略研究
发布时间：2018-11-11 15:12
【摘要】：当前,全球可再生能源发展如火如荼,风电、光伏等非水可再生能源的快速发展,正在逐步调整全球各个国家的电力能源供应结构,对改善地球生态环境起了积极有效的作用。中国作为世界大国,在这场清洁能源的大发展中,积极的走在了世界前列。然而,同欧美诸多国家不同,我国地域广阔,地势西高东低,地形复杂,不同地区风资源差异较大。因此,风电项目在各个地区的建设条件差异较大。不同的建设条件对于项目风电机组的选型提出了不同的要求。这也为风电机组的针对性设计和定制化营销提供了广泛的市场空间。在此背景下,对京城新能源公司开展大型风力发电机组定制化营销策略的研究具有较强的理论和实践意义。本文从大型风力发电机组营销理论研究出发,系统的对国际、国内风电市场进行了PEST分析和五力模型分析。结合对京城新能源公司竞争力SWOT分析和目标市场STP分析,构建了目标市场预测模型。同时,结合风电行业特点,通过构建判别矩阵对客户需求要素进行了分析,并对京城新能源公司开展定制化营销进行了流程设计,构建了客户满意度量化评估体系。最后,结合京城新能源公司自身情况,提出了其定制化营销策略的实施方案,确保营销目标的实现。本文的创新主要体现在:首先,提出了京城新能源公司大型风力发电机组定制化营销方案,为风电行业相关整机企业提供了参考意义;其次,对国际、国内风电市场进行了PEST分析和五力模型分析;再次,构建了京城新能源公司SWOT竞争力分析模型,构建了目标市场预测模型,对未来国内Ⅳ类风资源区2MW机组市场容量进行了预测;最后,对客户需求要素进行了分析,提出了客户满意度量化评估体系,为定制化营销方案的实施提供了有力支撑。
[Abstract]:At present, the global renewable energy development is in full swing. The rapid development of non-water renewable energy such as wind power, photovoltaic and so on is gradually adjusting the power supply structure of every country in the world, which has played an active and effective role in improving the ecological environment of the earth. As a big country in the world, China has been in the forefront of the world in the great development of clean energy. However, different from many countries in Europe and America, our country has a vast area, a high terrain in the west and a low in the east, complex topography, and great differences in wind resources in different regions. Therefore, the construction conditions of wind power projects in different regions are quite different. Different construction conditions put forward different requirements for project wind turbine selection. This also provides a wide market space for the targeted design and customized marketing of wind turbines. Under this background, it is of great theoretical and practical significance to study the customized marketing strategy of large scale wind turbine in Beijing New Energy Company. Based on the research of large-scale wind turbine marketing theory, this paper systematically analyzes the international and domestic wind power market with PEST analysis and five-force model analysis. Combined with the SWOT analysis of the competitiveness of Beijing New Energy Company and the STP analysis of the target market, the forecast model of the target market is constructed. At the same time, according to the characteristics of wind power industry, this paper analyzes the factors of customer demand by constructing discriminant matrix, designs the process of customized marketing of Jingcheng New Energy Company, and constructs a quantitative evaluation system of customer satisfaction. Finally, according to the situation of Jingcheng New Energy Company, the implementation scheme of its customized marketing strategy is put forward to ensure the realization of marketing target. The innovation of this paper is mainly reflected in: firstly, the customized marketing scheme of large scale wind turbine generator set in Beijing New Energy Company is put forward, which provides reference significance for wind power industry related enterprises; Secondly, the international and domestic wind power market is analyzed by PEST and five-force model. Thirdly, the SWOT competitiveness analysis model of Beijing New Energy Company is constructed, and the target market forecasting model is constructed, and the market capacity of 2MW units in class 鈪，
本文编号：2325240
[Abstract]:At present, the global renewable energy development is in full swing. The rapid development of non-water renewable energy such as wind power, photovoltaic and so on is gradually adjusting the power supply structure of every country in the world, which has played an active and effective role in improving the ecological environment of the earth. As a big country in the world, China has been in the forefront of the world in the great development of clean energy. However, different from many countries in Europe and America, our country has a vast area, a high terrain in the west and a low in the east, complex topography, and great differences in wind resources in different regions. Therefore, the construction conditions of wind power projects in different regions are quite different. Different construction conditions put forward different requirements for project wind turbine selection. This also provides a wide market space for the targeted design and customized marketing of wind turbines. Under this background, it is of great theoretical and practical significance to study the customized marketing strategy of large scale wind turbine in Beijing New Energy Company. Based on the research of large-scale wind turbine marketing theory, this paper systematically analyzes the international and domestic wind power market with PEST analysis and five-force model analysis. Combined with the SWOT analysis of the competitiveness of Beijing New Energy Company and the STP analysis of the target market, the forecast model of the target market is constructed. At the same time, according to the characteristics of wind power industry, this paper analyzes the factors of customer demand by constructing discriminant matrix, designs the process of customized marketing of Jingcheng New Energy Company, and constructs a quantitative evaluation system of customer satisfaction. Finally, according to the situation of Jingcheng New Energy Company, the implementation scheme of its customized marketing strategy is put forward to ensure the realization of marketing target. The innovation of this paper is mainly reflected in: firstly, the customized marketing scheme of large scale wind turbine generator set in Beijing New Energy Company is put forward, which provides reference significance for wind power industry related enterprises; Secondly, the international and domestic wind power market is analyzed by PEST and five-force model. Thirdly, the SWOT competitiveness analysis model of Beijing New Energy Company is constructed, and the target market forecasting model is constructed, and the market capacity of 2MW units in class 鈪，
本文编号：2325240
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