G公司能效管理产品营销策略研究

发布时间：2018-04-26 14:26

本文选题：节能减排 + 能效管理　；参考：《华南理工大学》2015年硕士论文

【摘要】：随着全球经济高速发展,能源的可持续利用和人类生存环境问题也逐渐严峻。面对这个人类共同的难题,节能减排,倡导低耗高能发展已是全球性共识。而在如何解决能源逐渐匮乏的问题上,各个国家都清楚认识到：一方面是加大力度开发如太阳能、风能等可再生绿色能源,另一方面是提高各种能源的使用效率,即进行能源使用的精益化管理,实现能效管理高效化和精细化——这就需要智能高效、应需而生的能效管理系统来支撑这一结果的实现。在现实中,能效管理是物联网产业的一个重要细分领域,在功能实现上主要包括底层对能耗和环境量数据的采集,中间层对数据的可靠传送以及上层网管对数据存储和能效模型分析优化。当前,物联网突飞猛进发展进程中,“互联互通”、“创新跨界”越来越被人们所频繁提及,“重体验”、“重感知”越来越被人们所着重关注,这些也正是能效管理产品功能实现和市场推广需要融入的元素。本文旨在物联网产业背景下,详细阐述G公司能效管理产品业务和营销现状,并运用掌握的相关营销管理理论,进一步对G公司能效管理产品聚焦ICT领域推行的营销策略进行深入分析,最后结合自身在ICT领域多年的工作实践,提出针对性的营销策略优化改进建议。在具体内容上,第一章主要介绍了该论文的研究背景和意义,以及物联网发展现状和趋势,能效管理产品的发展现状和与物联网之间存在的联系等几个方面；第二章主要具体介绍了G公司能效管理产品营销现状,包括公司概况、产品系列和销售现状等几个方面；第三章重点运用行业分析理论和商业模式画布、迈克尔·波特五力分析及SWOT分析等模型深入对G公司能效管理产品营销内外部环境进行深入分析；第四章承接上文对G公司能效管理产品功能和营销策略选择进行分析,并从产品策略、定价策略、人力策略和推广策略等营销策略方面针对性提出相关选择措施。本文的价值成果目标在于为同行业发展提供营销策略实践指导和参考价值,聚焦朴实和接地气,同时也是本人多年工作实践和学位课程攻读的总结。
[Abstract]:With the rapid development of global economy, the sustainable use of energy and human living environment problems are becoming more and more serious. In the face of this common human problem, energy saving and emission reduction, advocating low energy consumption and energy development has become a global consensus. On how to solve the problem of the gradual shortage of energy, all countries have clearly realized that, on the one hand, efforts should be made to develop renewable green energy such as solar and wind energy, and on the other hand, to improve the efficiency of the use of various kinds of energy. That is, lean management of energy use to achieve high efficiency and refinement of energy efficiency management, which requires intelligent and efficient energy efficiency management system to support the realization of this result. In reality, energy efficiency management is an important subdivision of the Internet of things industry. The reliable transmission of data in the middle layer and the optimization of the data storage and energy efficiency model of the upper network management. At present, with the rapid development of the Internet of things, "interconnection" and "cross-border innovation" are more and more frequently mentioned, and "re-experience" and "re-perception" have been paid more and more attention to. These are also energy efficiency management product function realization and marketing needs to be integrated into the elements. Under the background of Internet of things industry, this paper elaborates the current situation of energy efficiency management products and marketing in G Company, and applies the relevant marketing management theory. This paper further analyzes the marketing strategy of energy efficiency management products focused on ICT in G Company, and finally puts forward some suggestions for optimization and improvement of marketing strategy based on the practice in the field of ICT for many years. In the specific content, the first chapter mainly introduces the research background and significance of the paper, as well as the current situation and trend of the development of the Internet of things, energy efficiency management products development status and the relationship between the Internet of things and so on. The second chapter mainly introduces the current situation of energy efficiency management products marketing in G Company, including the general situation of the company, product series and sales status, etc. The third chapter focuses on the use of industry analysis theory and business model canvas. Michael Porter's five-force analysis and SWOT analysis model deeply analyze the internal and external environment of energy efficiency management product marketing in G Company. Chapter four analyzes the function and marketing strategy of energy efficiency management product in G Company. And from the product strategy, pricing strategy, manpower strategy and promotion strategy and other marketing strategies targeted to put forward the relevant selection measures. The goal of this paper is to provide practical guidance and reference value for the development of the same industry, focusing on simplicity and approachability, and is also a summary of my many years of work practice and degree course study.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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