施耐德公司海南光伏项目销售的案例研究

发布时间：2018-04-30 08:26

本文选题：光伏 + 工业品销售　；参考：《华南理工大学》2014年硕士论文

【摘要】：施耐德公司是一家总部位于法国的全球500强企业，为全球性的电气供应商，在中国的工业市场销售份额排名前三。近些年中国投资的疲软，传统的行业都在减少投资，施耐德公司也在开拓新市场业务。光伏行业的厂房控制系统（FMCS）就是施耐德公司的一个新的业务方向。施耐德公司的销售模式为间接销售，提供给系统集成商进行集成并给客户提供交钥匙工程。同时施耐德公司要向最终用户进行品牌销售，让最终用户选择其品牌产品，从而达成销售。海南汉能光伏公司的母公司汉能集团是国内光伏巨头，此次位于海南项目投资500亿。工业自动化产品需求的品牌定位是进口欧美品牌，，同时要求系统集成商有较多的行业成功业绩，强大的实施能力。施耐德公司在该项目销售中如何在没有业绩支撑的情况下让设计院进行上图、如何让业主客户认可施耐德工业自动化产品、如何与系统集成商（SI）进行强强联合达到完美的赢下项目销售。本文先综述了工业品销售的相关理论知识，然后对汉能公司和施耐德公司进行介绍，进而把汉能公司FMCS项目的销售过程进行详细的案例介绍。在案例分析阶段，本文进行了光伏行业的环境分析、施耐德公司的优劣分析、客户需求分析、销售策略分析，来寻找此次项目销售的成功之处。
[Abstract]:Schneider is a French-based global 500 company, a global electrical supplier, in China's industrial market sales share of the top three. In recent years, Chinese investment has been weak, traditional industries have been cutting back, and Schneider is opening up new markets. The PV plant control system FMCSs is a new business direction for Schneider. Schneider's sales model is indirect, providing integration to system integrators and turnkey engineering to customers. At the same time, Schneider will sell its brand to end users, allowing them to choose their brand products. Hanergy, the parent company of Hainan Hanergy Photovoltaic Company, is a domestic photovoltaic giant with an investment of 0. 50 billion. The brand orientation of the demand for industrial automation products is to import European and American brands, at the same time, system integrators are required to have more successful performance and strong implementation capability. How Schneider managed to get the design institute to do the above without performance support during the sales of the project, and how to get the customer to approve the Schneider industrial automation products, How to work with the system integrator (SIQ) to achieve a perfect win over project sales. This paper first summarizes the relevant theoretical knowledge of industrial product sales, then introduces Hanergy and Schneider Company, and then introduces the sales process of FMCS project of Hanergy Company in detail. In the stage of case analysis, this paper analyzes the environment of photovoltaic industry, the advantages and disadvantages of Schneider Company, customer demand analysis, sales strategy analysis, to find the success of the project sales.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.6

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