DMS公司中国区市场营销策略研究

发布时间：2018-06-20 04:50

本文选题：智能电网 + 局放在线监测　；参考：《华南理工大学》2014年硕士论文

【摘要】：随着能源、环境、气候变化等问题愈发突出，一场面向智能化的能源革命正进一步到来。能源革命不能不提及的就是电网发展中的核心智能电网。十二五规划纲要着重表示要发展大容量、特高压、远距离、高效率的输电技术，从而扩增西电东输规模。我国正致力于借助先进技术来将智能电网建设进一步推进。作为智能电网组成部分的局部放电在线监测、检测技术在国外发展较早，目前在国内还处于初级迈向中级发展的阶段，需求非常旺盛，DMS公司作为局部放电检测、监测设备行业的外资品牌，超高频局放监测技术的领导者，一直期望分享中国智能电网发展的巨大市场，随着国家坚强智能电网建设的全面开展，DMS公司也在积极参与该市场的激烈角逐。作为新兴市场的参与者，本文将作者所在的DMS公司作为研究对象，对其营销策略进行了深入的剖析，对同类型外企具有一定的研究普遍意义。论文以基本的市场营销理论为指导，联系工作实践，通过对公司基本情况介绍，核心产品及营销现状，组织结构及战略的分析，指出公司现有营销体系所面临的诸多问题。通过进一步对DMS公司的PEST分析和SWOT分析的研究等，明确了公司目前所处的市场竞争环境及公司面临的机遇和挑战。在策略研究方面，通过市场细分，目标市场定位，，结合4P理论，服务策略，关系营销大客户策略理论基础上制定出适应DMS公司中国区的市场营销方案及营销方案的实施保障措施。本文通过对DMS公司中国区市场营销策略的研究也是为该类型的企业或行业内参与者在营销策略制订方面提供一定参考意见。
[Abstract]:As energy, environment, climate change and other issues become more prominent, an intelligent energy revolution is coming. The energy revolution cannot fail to mention the core smart grid in the development of the grid. The outline of the 12th Five-Year Plan emphasizes the development of transmission technology with large capacity, UHV, long distance and high efficiency, so as to expand the scale of power transmission from the west to the east. Our country is devoting itself to advance the construction of smart grid with advanced technology. As part of smart grid, partial discharge online monitoring has been developed early in foreign countries. At present, it is still in the initial stage of intermediate development in China, and the demand is very strong. DMS company is used as partial discharge detection. Foreign brands in the monitoring equipment industry, and leaders in UHF monitoring technology, have been looking forward to sharing in the huge market for smart grid development in China. With the full development of national smart grid construction, DMS is also actively participating in the fierce competition in the market. As a participant in emerging markets, this paper takes DMS Company as the research object, and analyzes its marketing strategy deeply, which is of general significance to the same type of foreign enterprises. Under the guidance of the basic marketing theory, connecting with the work practice, through the analysis of the company's basic situation, core products and marketing status, organizational structure and strategy, this paper points out many problems faced by the company's current marketing system. Through the further research on pest and SWOT analysis of DMS Company, the market competition environment and the opportunities and challenges faced by DMS Company are clarified. In terms of strategy research, through market segmentation, target market positioning, combined with 4p theory, service strategy, On the basis of the theory of relationship marketing, the author formulates the marketing scheme and the implementation guarantee measures for DMS company in China. In this paper, the research of DMS company's marketing strategy in China is also to provide some reference for this type of enterprise or the participants in the industry in the formulation of marketing strategy.
【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;F203

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