S电气公司在配电市场的营销战略优化

发布时间：2018-07-01 17:49

本文选题：配电市场 + 营销战略　；参考：《东南大学》2015年硕士论文

【摘要】：随着国家产业结构的调整及城市化进程的加快,国内电力市场规模的不断扩大,为电气制造业提供了难得的发展机遇。进入“十二五”之后,我国基础设施建设的持续发展和国内市场现有的巨大存量市场,依然在刺激着整个电气行业的高速发展。从上世纪90年代末至今(1999-2014),中国经济在世界经济中的份额从3%一跃到了12%,改变了世界经济格局的同时,在世界经济中的地位也取得显著提升。这些成果正是得益于改革开放以来经济上走出去和引进来的战略。大量外资随着国家招商引资的战略对国内进行着资本和技术的输入,S公司正是随着这波浪潮进入了中国市场。作为一家世界500强的电气企业,S公司在国内市场取得了很大的成功,但随着市场的不断变化,机遇和挑战并存,如何对现有营销战略进行优化来面对市场的变化,是S公司当下需要思考和解决的问题。本文分析企业当前的营销战略及其执行现状,以SWOT分析为工具对企业内外环境和自身能力做分析,从而对企业现行的营销战略做出优化。本文希望通过对当前环境和行业发展的分析,对竞争对手以及S公司自身的在配电市场的营销战略做出分析,探索电气行业在当前以及未来的中国市场的发展。同时总结过去的成功与问题,提出营销战略的优化,对未来整个行业的发展以及S公司在行业中的营销战略提出建议。同时对国内的电气行业以及其他传统制造行业提供一些思路和借鉴。
[Abstract]:With the adjustment of the national industrial structure and the acceleration of the urbanization process, the scale of the domestic electricity market is expanding, which provides a rare opportunity for the electrical manufacturing industry to develop. After entering the 12th Five-Year Plan, the continuous development of infrastructure construction and the existing huge stock market in the domestic market are still stimulating the rapid development of the entire electrical industry. Since the late 1990s (1999-2014), China's share of the world economy has leapt from 3 percent to 12 percent, changing the world economic landscape and improving its position in the world economy. These achievements have benefited from the strategy of going out and bringing in the economy since the reform and opening up. With the national strategy of attracting investment, a large amount of foreign investment is carrying on the capital and technology input to the domestic company. It is with this wave that the company entered the Chinese market. As one of the top 500 electric companies in the world, the company has achieved great success in the domestic market. However, with the continuous changes of the market, opportunities and challenges coexist, how to optimize the existing marketing strategy to face the changes in the market. It is the problem that S Company needs to think about and solve right now. This paper analyzes the current marketing strategy and its implementation status of the enterprise, using SWOT analysis as a tool to analyze the internal and external environment of the enterprise and its own ability, so as to optimize the current marketing strategy of the enterprise. This paper hopes to analyze the current environment and the development of the industry, to analyze the marketing strategies of the competitors and S Company in the distribution market, and to explore the development of the electric industry in the current and future Chinese market. At the same time, it summarizes the past success and problems, puts forward the optimization of marketing strategy, and puts forward some suggestions for the future development of the whole industry and the marketing strategy of S company in the industry. At the same time to domestic electrical industry and other traditional manufacturing industry to provide some ideas and reference.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.61;F274

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