特变电工印度公司配电变压器市场营销策略研究

发布时间：2018-01-04 16:41

本文关键词：特变电工印度公司配电变压器市场营销策略研究　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,印度电力市场迎来了大发展时期,电力缺口巨大,加之印度新总理上台,实施新政,鼓励外来投资,这就为输配电行业的发展提供了前所未有的好时机。作为输配电行业中的一部分,配电变压器(DT)的印度市场前景也是水涨船高,同时,目前印度DT市场生产者水平参差不齐,整个市场面临着结构调整。而特变电工印度公司,作为国际知名的能源服务商,特变电工(T公司)下属的子公司,在印度投资建设了世界领先标准的绿色能源产业园。为了配合T公司打造集成化的能源服务商的目标,特变电工印度公司引进了国内海鸿公司的先进DT技术,开拓印度市场。本文以特变电工印度公司DT产品如何进入印度市场为对象,通过阅读文献、调研等方式,结合理论对特变电工印度公司所处的市场背景、宏观经济环境、内部微观环境、竞争对手等情况进行分析,运用SWOT分析法分析公司的优势、劣势、存在的机会及威胁等。根据印度DT市场情况,对市场进行细分。随后在识别核心竞争优势的基础上对产品进行市场定位,并有针对性的制定出产品策略、价格策略、渠道策略及促销策略的营销组合策略,最终提出保障营销组合策略实施的措施。特变电工印度公司作为T公司对印度的最大的海外投资,也是中国迄今为止对印度最大的投资,其每一步举措都备受瞩目。特变电工印度公司的销售策略的成败直接关系到T公司的整体策略,也直接关系到其他投资者对印度投资的信心。因此,通过对特变电工印度公司DT产品市场营销策略的全面分析,能够给特变电工印度公司提供一些参考价值,使其更加清楚的认识其自身的优势和劣势,并参考本文提出的营销策略,对其现有的营销策略进行调整和完善。随着越来越多的中国企业来印度投资,尤其是能源类企业,希望本文也能够给类似的同行业企业提供一些参考价值。
[Abstract]:In recent years, the Indian electricity market has ushered in a period of great development, the electricity gap is huge, coupled with the new Prime Minister of India, the implementation of the New deal to encourage foreign investment. This provides an unprecedented opportunity for the development of the power transmission and distribution industry. As a part of the transmission and distribution industry, the Indian market prospect of DTT is also rising. At present, the production level of DT market in India is uneven, and the whole market is faced with structural adjustment. The green energy industry park, which is the leading standard in the world, has been built in India. In order to meet the goal of t company to build integrated energy service provider, special change electrician India has introduced the advanced DT technology of Haihong company in china. To explore the Indian market. This paper aims at how DT products enter the Indian market, through reading literature, research and other methods, combined with the theory of the special mutated electrical India company in the market background. Analysis of macroeconomic environment, internal and micro environment, competitors and so on, using SWOT analysis to analyze the company's strengths, weaknesses, opportunities and threats, etc. According to the market conditions of DT in India. Market segmentation. Then on the basis of identifying the core competitive advantages of the product market positioning, and targeted to develop the product strategy, price strategy, channel strategy and promotion strategy of the marketing mix strategy. Finally put forward the measures to ensure the implementation of the marketing mix strategy. As the largest overseas investment of T Company in India and the largest investment of China in India so far. The success or failure of the company's sales strategy is directly related to T's overall strategy, as well as other investors' confidence in India. Through the comprehensive analysis of DT product marketing strategy, it can provide some reference value to the special variant electrician India company, so that it can understand its own advantages and disadvantages more clearly. And referring to the marketing strategy proposed in this paper, the existing marketing strategy is adjusted and perfected. As more and more Chinese enterprises come to India to invest, especially the energy enterprises. I hope this article can also provide some reference value for similar industry enterprises.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.61;F274

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