ABC公司市场发展战略研究

发布时间：2018-01-29 20:53

本文关键词： 光伏产业市场发展战略核心竞争力　出处：《西南交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：“十二五”时期,光伏产业将进入快速发展的关键阶段,预计截止到“十二五”末期,光伏装机总量将达到35GW。目前,国家已经提出“可再生能源低成本规模化开发利用”等优先发展主题,国家能源局先后发布了《太阳能发电发展“十二五”规划》、《关于申报分布式光伏发电规模化应用示范区的通知》,国家电网也出台多项政策鼓励新能源的开发和利用。可见,随着国家多项新能源政策和措施的支持,新能源特别是光伏发电的市场前景非常看好。基于良好的市场前景,本文选取了ABC公司作为研究对象。ABC公司由AB公司和西班牙W公司于2012年9月共同投资设立,公司主要从事太阳能光伏逆变器研发、生产、销售,提供太阳能光伏逆变器产品解决方案及维修服务。当前,公司初创伊始,面对复杂的市场环境,为实现特定的市场营销目标,必须设计长期、稳定的行动方案,形成指导企业市场营销全局的奋斗目标和经营方针,而市场发展战略正是目标和手段的统一体,正确制定市场发展战略,对提高企业的市场营销能力具有十分重要的作用。鉴于此,本文从研究的相关理论与方法入手,在详细介绍ABC公司发展概况的基础上,针对ABC公司的经营环境进行了PEST分析、SWOT分析,从而建议ABC公司将市场发展战略调整为“密集型成长战略”,并从组织架构优化、创新研发体系、生产保障体系、成本控制体系、企业文化建设等方面提出了市场发展战略实施保障措施。而且,本文对ABC公司市场发展战略的案例研究,不仅是希望为该公司进一步优化市场发展战略提供一定的理论和实践支持,推动技术进步与市场拓展,打造核心竞争力,为ABC公司的持续快速发展奠定坚实基础。同时也是希望能给同类光伏企业的发展提供一些市场发展战略借鉴,从而推动我国光伏产业的科学发展。
[Abstract]:During the 12th Five-Year Plan period, the photovoltaic industry will enter a critical stage of rapid development. It is expected that by the end of the 12th Five-Year Plan, the total amount of photovoltaic equipment will reach 35GW. at present. The state has put forward the "renewable energy low-cost large-scale development and utilization" and other priority development theme, the State Energy Bureau has issued the "12th Five-Year Plan for the Development of Solar Power Generation". The State Grid has also issued a number of policies to encourage the development and utilization of new energy sources. This shows that with the support of a number of national new energy policies and measures. New energy, especially photovoltaic power generation market prospects are very good. Based on the good market prospect, this paper selects ABC Company as the research object. ABCCompany is set up by AB Company and W Company of Spain in September 2012. The company is mainly engaged in solar photovoltaic inverter R & D, production, sales, providing solar photovoltaic inverter product solutions and maintenance services. In order to realize the specific marketing target, we must design long-term and stable action plan, and form the goal and management policy to guide the overall situation of enterprise marketing, and the market development strategy is the unity of the goal and the means. The correct formulation of market development strategy plays a very important role in improving the marketing ability of enterprises. In view of this, this paper starts with the relevant theories and methods. On the basis of introducing the development of ABC Company in detail, this paper makes a PEST analysis on the operating environment of ABC Company. It is suggested that ABC adjust the market development strategy to "intensive growth strategy", and optimize the organizational structure, innovate the R & D system, production security system, and cost control system. The enterprise culture construction and so on proposed the market development strategy implementation safeguard measure. Moreover, this paper not only hopes to provide some theoretical and practical support for the further optimization of market development strategy, but also to promote technological progress and market expansion. To create the core competitiveness for the rapid and sustained development of ABC to lay a solid foundation, but also hope to provide similar photovoltaic enterprises to provide some market development strategy reference. So as to promote the scientific development of photovoltaic industry in China.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6;F272

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