空调产品在地铁行业中的营销策略研究

发布时间：2018-06-22 18:43

本文选题：地铁空调产品 + SWOT分析　；参考：《中国地质大学(北京)》2012年硕士论文

【摘要】：地下铁道是解决现代城市交通拥挤问题的有效手段,相比汽车是一种更为低碳、环保的交通出行方式,今后的二、三十年将是我国城市地铁交通发展的高峰期。地铁环境控制系统是整个地铁工程的重要组成部分,因此如何优化设计地铁环控系统、节约能耗、降低环控系统运行费用,是非常值得关注的一个课题。笔者通过对空调产品在地铁行业的市场发展及应用现状分析,根据国家“十二”五规划纲要对地铁建设的要求,为空调企业如何满足未来地铁行业对空调技术的需求以及实现绿色低碳的环保理念、如何实施产品技术的革新、如何调整企业的营销策略提供一定的理论依据,以便企业能适应新的需求,新的竞争。通过论述,清晰了解空调产品现在国内技术运用的现状、不足和改进革新的重点,同时借鉴国外地铁先进技术,通过SWOT分析找出目前产品所处的状态,找出一种适合地铁空调企业自我发展的营销策略；为空调产品在市场上所处的不同时期、不同状态时所做出的相应正确的调整提供参考。同时也让空调企业清晰了解国家政策对地铁建设的必要性以及必然性,根据全球节能环保理念以及国家鼓励扶持的技术政策,尽快调整产品技术研发方向,加快产品技术革新,尽快进入市场的产品导入期。本文主要采用的方法是：文献综述法、实地调研法、定量与定性相结合。通过运用以上研究方法,分析地铁空调产品生产企业的优劣势,机会和威胁；产品的研发方向、产品的运行成本及相关的实验数据来充分论证地铁空调产品的技术革新要点。根据市场的变化和国家的政策变化,再分析空调产品在地铁行业的发展机遇和挑战；再综述国内外的营销的文献,总结国内外专家对SWOT分析方法、营销模式、营销组合、营销竞争、营销渠道等的理论,最后总结分析本文研究对象适用的营销策略,给予了空调产品在地铁行业未来营销策略的改进方案。
[Abstract]:Subway is an effective method to solve the problem of modern urban traffic congestion. Compared with the automobile, it is a more low-carbon and environmentally friendly mode of transportation. The next 20 or 30 years will be the peak period for the development of urban subway traffic in China. The subway environment control system is an important part of the whole subway project, so how to optimize the design of the subway environmental control system, save energy consumption, reduce the operating cost of the environmental control system, is a very worthy of attention. Based on the analysis of the market development and application of air conditioning products in the subway industry, according to the requirements of the national "twelve" five year plan outline for subway construction, It provides some theoretical basis for how to meet the needs of air conditioning technology in the future subway industry, how to realize the concept of green and low-carbon environmental protection, how to implement the innovation of product technology, and how to adjust the marketing strategy of the enterprise. So that enterprises can adapt to new needs, new competition. Through the discussion, it is clear to understand the present situation of the domestic technology application, the deficiency and the key point of the improvement and innovation of the air conditioning products. At the same time, we can learn from the advanced technology of the foreign subway and find out the current status of the products through SWOT analysis. To find out a marketing strategy suitable for the self-development of subway air-conditioning enterprises, and to provide a reference for the corresponding correct adjustment of air conditioning products in different periods and different states in the market. At the same time, it also makes air conditioning enterprises understand clearly the necessity and inevitability of national policies for subway construction. According to the concept of global energy conservation and environmental protection and the technical policies encouraged and supported by the state, the direction of product technology research and development should be adjusted as soon as possible so as to speed up the technological innovation of products. Enter the market as soon as possible the product introduction period. The main methods used in this paper are literature review, field investigation, quantitative and qualitative analysis. The advantages and disadvantages, opportunities and threats of subway air conditioning production enterprises, the direction of product research and development, the operating cost of products and relevant experimental data are analyzed to fully demonstrate the main points of technological innovation of subway air conditioning products by using the above research methods. According to the changes of the market and the national policy, this paper analyzes the opportunities and challenges of the development of air conditioning products in the subway industry, summarizes the domestic and foreign marketing literature, summarizes the SWOT analysis methods, marketing models, marketing mix, The theory of marketing competition, marketing channel and so on. Finally, this paper summarizes and analyzes the suitable marketing strategy of the research object, and gives the improvement scheme of the future marketing strategy of air conditioning products in the subway industry.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F572;F426.6

【参考文献】