佩尔优蓄能移峰业务营销战略研究

发布时间：2018-01-29 03:34

本文关键词： 佩尔优营销战略调整　出处：《西南交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着社会的进步和国民经济不断的发展,我国的蓄能移峰事业在国民经济发展中的地位和作用日渐受到人们的关注。近几年,国家对于蓄能移峰填谷的政策变化频繁,在此变化当中市场竞争尤为激烈,面对风云突变的市场环境和政策环境,蓄能移峰企业生存受到了严峻的挑战。营销战略是战略管理的核心内容,贯穿企业生产经营的全过程,是客观存在的,是各企业在生存中必须要面对的问题,其重要性不容忽视。企业想在激烈的竞争中保持良好的经营以及生存与发展,就需要企业发展与市场的环境紧密地结合起来,不断地调整企业营销战略,以适应市场的变化和要求。面对外部环境的变化,企业需要针对于目前企业的实际情况,分析自身经营特点,找出自身经营发展的优势和劣势,以高瞻远瞩发展的眼光来制定出企业的营销战略,来提高企业自身的竞争力。本文围绕本企业营销战略问题,从四个部分进行相关的阐述分析,第一个部分是绪论部分,从战略的定义、企业营销战略管理的框架结构、战略管理过程、战略分析工具和方法、“发展战略”国内研究综述、研究意义、研究方法、研究结构框架进行简单的阐述；第二部分是佩尔优公司蓄能业务营销现状及存在问题,从背景、蓄能调峰定义、佩尔优公司简介、佩尔优公司战略调整的必要性进行了论述；第三部分是佩尔优公司蓄能业务营销环境分析,从行业发展宏观环境PEST分析,包括政治环境、经济环境、社会文化环境、技术环境、竞争行业分析、行业现有竞争分析、公司的竞争优势、公司的竞争劣势。第四部分是通过佩尔优公司的SWOT分析的结论基础上对公司营销战略的确定、目标市场的细分及选择以及公司市场的定位做了分析,同时制定了公司的营销策略方案,并对营销战略方案实施保障措施进行了详细的描述和分析探讨。
[Abstract]:With the progress of society and the continuous development of national economy, the status and role of energy storage and peak shift in the development of national economy has been paid more and more attention in recent years. The national policy for energy storage peak and valley changes frequently, in which the market competition is particularly fierce, in the face of sudden changes in the market environment and policy environment. The marketing strategy is the core content of strategic management, runs through the whole process of enterprise production and management, is objective existence, is the question that each enterprise must face in the survival. The importance can not be ignored. Enterprises want to maintain good management, survival and development in the fierce competition, it is necessary to closely integrate the development of enterprises with the market environment, and constantly adjust the marketing strategy of enterprises. In order to adapt to the changes and requirements of the market, facing the changes of the external environment, enterprises need to analyze their own operating characteristics and find out the advantages and disadvantages of their own management and development in view of the actual situation of the enterprises at present. In order to improve the competitiveness of the enterprise, the author formulates the marketing strategy of the enterprise with foresight and foresight. This paper focuses on the issue of the marketing strategy of the enterprise and analyzes it from four parts. The first part is the introduction part, from the definition of strategy, the framework structure of enterprise marketing strategy management, strategic management process, strategic analysis tools and methods, "development strategy" domestic research summary, research significance. The research method, the research structure frame carries on the simple elaboration; The second part is the current situation and the existing problems of the Pell-outstanding company's storage business marketing, from the background, the definition of the storage peak regulation, the introduction of the Pellou Company, the necessity of the strategic adjustment of the Perlmerian Company. The third part is the analysis of the marketing environment of the energy storage business of Perlson Company, including the political environment, the economic environment, the social and cultural environment, the technological environment and the competitive industry analysis from the macro environment of industry development PEST. Industry analysis, the company's competitive advantages, the company's competitive disadvantage. 4th part is based on the conclusion of Perger's SWOT analysis of the company's marketing strategy. The segmentation and selection of the target market and the positioning of the company's market are analyzed. At the same time, the marketing strategy scheme of the company is formulated, and the implementation of the safeguard measures of the marketing strategy scheme is described and analyzed in detail.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.2

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