KM公司空气能热泵市场营销策略研究

发布时间：2019-04-07 20:55

【摘要】：能源事关国家经济命脉,是国家国民经济持续发展的保障。我国确立了未来20年的能源可持续发展战略：“节能优先、结构优化、环境友好”,可见节约能源已被提升到我国基本国策的高度。目前,我国能源消耗主要是建筑能耗、交通能耗和工业能耗,建筑能耗由于建筑物数量的增加和质量要求的提升,显现出快速上升的趋势。在这种背景下,许多节能产品应运而生,但由于市场竞争激烈,加上一些公司产品价格定位不合理、营销能力薄弱等,使得节能产品的市场拓展受到了很大阻碍。因此,探讨节能产品的市场营销策略具有一定的现实意义。本文运用文献分析法、案例分析法、总结归纳法等研究方法,根据市场营销理论和PEST分析、SWOT分析等战略分析方法,对空气能热泵的营销环境进行了分析,对KM公司空气能热泵进行了市场细分与定位,制定了营销战略,提出了KM公司空气能热泵的市场营销策略及其实施建议。KM公司空气能热泵的优势、劣势、机会和威胁体现在：技术优势、人才优势和企业形象优势；产品拓展能力较弱、投资风险管控能力不强；国家政策支持、行业发展前景良好；行业整体认知度低、行业竞争激烈、对具体产品的政策扶持力度不够。空气能市场可以细分为商用市场和家用市场两块,KM公司空气能热泵的目标客户主要包括学校学生公寓、酒店宾馆、桑拿泳池和住宅小区等等,从产品定位、竞争定位、消费者定位三个方面阐述了公司产品的市场定位,指出公司空气能热泵市场营销应采取增长型战略。从产品、价格、渠道、促销等四个方面,提出了具体的空气能热泵营销策略,针对提出的营销策略,提出了三个方面的实施措施：加强销售队伍建设；加强营销渠道建设,控制渠道风险；加强广告宣传。
[Abstract]:Energy is related to the national economic lifeline, is the national economic sustainable development of the guarantee. China has established the strategy of energy sustainable development in the next 20 years: "energy conservation first, structure optimization, environment friendly". It can be seen that energy conservation has been promoted to the height of the basic national policy of our country. At present, the energy consumption of our country is mainly building energy consumption, traffic energy consumption and industrial energy consumption. Because of the increase of the building quantity and the improvement of the quality requirement, the building energy consumption shows a rapid rising trend. In this context, many energy-saving products emerged as the times require. However, due to the fierce market competition, the unreasonable price positioning and weak marketing ability of some companies, the market expansion of energy-saving products has been greatly hindered. Therefore, the discussion of energy-saving products marketing strategy has a certain practical significance. In this paper, the marketing environment of air-energy heat pump is analyzed according to the marketing theory, PEST analysis, SWOT analysis and other strategic analysis methods, such as literature analysis, case analysis, induction method and so on. The market segmentation and positioning of air-energy heat pump of KM company are carried out, the marketing strategy of air-energy heat pump of KM company is formulated, the marketing strategy and implementation suggestion of air-energy heat pump of KM company are put forward. The advantages and disadvantages of air-energy heat pump of KM company are discussed. Opportunities and threats are reflected in: technical advantages, talent advantages and corporate image advantages; The product development ability is weak, the investment risk control ability is not strong; the national policy support, the industry development prospect is good; the overall recognition degree of the industry is low, the industry competition is fierce, and the policy support for specific products is insufficient. The air energy market can be divided into commercial market and household market. The target customers of KM's air energy heat pump mainly include school student apartment, hotel and hotel, sauna pool and residential district, etc., from product positioning, competitive positioning, and so on. This paper expounds the market orientation of the company's products in three aspects, and points out that the growth strategy should be adopted in the air energy heat pump marketing of the company. From four aspects, such as product, price, channel and promotion, this paper puts forward the concrete marketing strategy of air energy heat pump, and puts forward three implementation measures: strengthening the construction of sales force; Strengthen marketing channel construction, control channel risk; strengthen advertising publicity.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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