S企业营销战略研究

发布时间：2018-07-04 09:22

本文选题：新能源光伏 + 营销策略　；参考：《南京农业大学》2015年硕士论文

【摘要】：光伏行业是一个朝阳行业,由于政策驱动过于敏感,规则未为完善,发展不稳定。2011年随着欧洲各国逐渐削减补贴,到2012年欧美双反落案,再到中国国内产能过剩,破产兼并,面临信用危机,融资渠道不畅。在产能过大而市场萎缩的背景下,企业要生存必须结合自身优势,重新规划运营模式和营销战略,建立一个良性,高效,更加完善的商业模式以应对激烈的全球化竞争。目前国内已有的研究主要以案例分析方法分析中国光伏产业的发展,在现状基础上论述解决中国光伏产业市场危机的方法。本文主要结合营销管理理论,运营管理理论,企业竞争理论,从一个贸易型光伏企业的视角,分析贸易型光伏企业的特征,在新市场环境下,S企业面临的冲击,如何通过调整战略,适应市场需求,从营销战略的角度,为S企业制定营销战略目标和实施举措。为贸易型光伏企业的发展策略提供战略参考。本文积极搜集行业资料并且建立模型对比,希望对于中国光伏企业的发展有所帮助。期待更多的企业将目光放在以延伸顾客价值建立综合竞争力之上,而不是仅仅扩产降本。未来通过光伏企业的努力,以光伏行业作为新能源的主要推动力,最终改进人们的生活质量。
[Abstract]:The photovoltaic industry is a sunrise industry, because of the policy drive is too sensitive, the rules are not perfect, the development is unstable. In 2011, as European countries gradually cut subsidies, by 2012, Europe and the United States were both charged with overcapacity, and then went to China to overcapacity, bankruptcy and merger. Facing credit crisis, financing channel is not smooth. Under the background of excessive production capacity and shrinking market, enterprises must combine their advantages with their own advantages, replan their operation mode and marketing strategy, and establish a benign, efficient and more perfect business model to cope with the fierce global competition. At present, the existing research in China mainly analyzes the development of photovoltaic industry in China with the method of case analysis, and on the basis of the present situation, discusses the methods to solve the market crisis of China's photovoltaic industry. This paper mainly combines marketing management theory, operation management theory, enterprise competition theory, from the perspective of a trade photovoltaic enterprise, analyzes the characteristics of trade photovoltaic enterprise, and the impact of S enterprise in the new market environment. How to adjust the strategy to meet the needs of the market, from the point of view of marketing strategy, for S enterprise marketing strategy goals and implementation measures. It provides strategic reference for the development strategy of trade photovoltaic enterprises. This paper actively collects industry data and builds model comparison, hoping to be helpful to the development of Chinese photovoltaic enterprises. Expect more enterprises to focus on expanding customer value to build comprehensive competitiveness, rather than simply expanding production cost. In the future, through the efforts of photovoltaic enterprises, the photovoltaic industry as the main driving force of new energy, and ultimately improve the quality of life of people.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.61;F274

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