平顶山污水处理厂中水营销策略研究

发布时间：2018-03-02 21:23

本文选题：污水处理　切入点：中水　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：污水经过加工处理转化为中水,可以变废为宝,具有良好的市场转化价值和应用前景,对于区域性环境保护和城市经济发展意义重大。当前,中水营销市场尚不成熟,企业需要结合自身的实际情况,及时做出中水营销策略创新。分析平顶山污水处理厂中水营销的问题,体现在产品、价格、渠道和促销等四个方面。在产品方面,研发能力有待提升、高附加价值产品市场占有率低、新产品开发的理念相对模糊、服务手段不先进。在定价方面,定价方法不够灵活,定价策略较为单一。在渠道方面,缺乏多元化平台建设、渠道管理不够扁平化。在促销方面,人员促销和非人员促销两个方面,体系建设都不够完善。在此基础上,对平顶山污水处理厂中水营销策略体系进行构建。第一、坚持市场导向型的产品策略,包括新产品开发策略;产品质量控制策略;产品价值提升策略;优质服务提升策略;品牌形象提升策略。第二、坚持竞争导向型的价格策略,包括实施折扣价格策略,结合外部竞争状况,实施一定的折扣定价策略;针对合作客户或合作渠道的订单量的不同,实施差别定价的策略模式;针对平顶山污水处理厂中水项目制定价格标准体系。第三、坚持客户价值最大化的渠道策略,借助直销和经销两种渠道模式来完成;渠道管理策略。第四、坚持基于多元创新的促销策略;创新促销策略,从品牌定位、促销手段创新、促销执行力等方面着手。另外,为了更好地保障平顶山污水处理厂中水营销推广的顺利推进,从信息系统、管理体系、服务体系等三个方面,加强中水营销策略实施的措施保障,从市场经营、人力资源、行业竞争和投资管控等四个方面,采取措施来应对中水营销策略实施中的各种风险。中水回用面临良好的发展前景,市场价值日益明显。通过本文研究,是将理论进行应用的一次尝试,同时找出解决现实问题的有效办法,具有实在意义。
[Abstract]:Sewage can be converted into reclaimed water after processing and treatment, which has good market value and application prospect. It is of great significance to regional environmental protection and urban economic development. At present, the marketing market of reclaimed water is not mature. Enterprises need to make timely innovation of reclaimed water marketing strategy according to their own actual conditions. The analysis of the problems of water marketing in Pingdingshan sewage treatment Plant is reflected in four aspects: product, price, channel and promotion. The R & D capability needs to be improved, the market share of high value-added products is low, the concept of new product development is relatively vague, and the service means are not advanced. In pricing, the pricing method is not flexible enough, and the pricing strategy is relatively single. Lack of diversified platform construction, channel management is not flat. In terms of promotion, personnel promotion and non-staff promotion, the system is not perfect. On this basis, First, adhere to market-oriented product strategy, including new product development strategy, product quality control strategy, product value promotion strategy, quality service promotion strategy; Second, adhere to a competitive price strategy, including the implementation of discount pricing strategy, combined with external competition, the implementation of a certain discount pricing strategy; Implement the strategy mode of differential pricing, establish the price standard system for the water project of Pingdingshan sewage treatment plant. Third, adhere to the channel strategy of maximization of customer value, with the help of direct marketing and distribution two channel models to complete; Channel management strategy. 4th, adhere to the promotion strategy based on multiple innovation; innovative promotion strategy, from brand positioning, promotion means innovation, promotion executive power and so on. In order to better ensure the smooth promotion of water marketing in Pingdingshan sewage treatment Plant, from the three aspects of information system, management system and service system, we should strengthen the measures to ensure the implementation of reclaimed water marketing strategy, from the aspects of market management, human resources, etc. In the four aspects of industry competition and investment control, measures are taken to deal with various risks in the implementation of reclaimed water marketing strategy. Reuse of reclaimed water is facing a good development prospect and the market value is becoming more and more obvious. It is an attempt to apply the theory and find an effective way to solve the practical problems.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：X703;F274

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