长江环保股份有限公司市场营销战略研究

发布时间：2018-03-29 02:03

本文选题：长江环保　切入点：环保产业　出处：《西南交通大学》2015年硕士论文

【摘要】：进入21世纪后,全球环保产业开始进入飞速发展阶段,是我国革新和调整产业结构的重要目标和关键,并逐渐成为支撑产业提升经济效益的重要力量。2010年9月,国务院将节能环保产业定位为七大战略新兴产业之首,据国家每五年制定的发展规划,“十二五”期间,我国的环保产业的相关投资会超过三千亿元,而“十一五”期间环保产业投资才16000亿元。由此可见,中国节能环保产业以年均15%-17%的速度迅速发展。长江环保股份有限公司作为广东省及国家环保骨干企业,香港和大陆两地上市公司,过去几年来一直保持着快速的增长,在工业废物收集和资源化业务领域取得了很好的成绩。然而,随着规模的不断扩大,公司想要得到进一步的发展,必须对本公司的市场竞争状况进行分析,并且明确其的市场营销战略是很有必要的。本文从市场营销的研究现状和我国环保行业整体发展概况入手,对长江环保的发展历程、组织结构、主营业务和技术水平等进行了介绍,并运用PEST分析方法对公司的政治、经济、社会和技术进行分析,运用波特五力模型分析方法对公司的供方、买方、替代品、现有竞争者和潜在竞争者进行了分析。在此基础上,本文分析了长江环保目前在营销管理中的各种弊端,市场营销组合策略分析,以成为产业链最完善、经营资质最齐全、服务内容最全面的综合环保服务商。本文的研究虽然只针对特定的公司,但对长江环保公司的实证研究,分析其市场情况,战略和营销组合策略的思路对同类型企业也有一定的借鉴意义和参考价值。
[Abstract]:After entering the 21st century, the global environmental protection industry has begun to enter the stage of rapid development, which is the important goal and key to reform and adjust the industrial structure of our country, and has gradually become an important force to support the industry to enhance the economic benefits. The State Council has positioned the energy conservation and environmental protection industry as the first of the seven strategic emerging industries. According to the development plan formulated by the state every five years, during the 12th Five-Year Plan, the related investment in China's environmental protection industry will exceed 300 billion yuan. The investment in the environmental protection industry during the 11th Five-Year Plan period was only 1.6 trillion yuan. This shows that China's energy-saving and environmental protection industry is developing rapidly at an average annual rate of 15 to 17 percent. The Yangtze River Environmental Protection Co., Ltd. is the backbone environmental protection enterprise in Guangdong Province and the state. Companies listed in Hong Kong and the mainland have enjoyed rapid growth over the past few years and have achieved good results in industrial waste collection and recycling. However, as the scale continues to grow, If the company wants to develop further, it must analyze the market competition of the company. And it is very necessary to define its marketing strategy. This paper starts with the research status of marketing and the overall development of environmental protection industry in China, and analyzes the development course and organizational structure of environmental protection in the Yangtze River. The main business and technical level are introduced, and the politics, economy, society and technology of the company are analyzed by using PEST analysis method, and the supplier, buyer and substitute of the company are analyzed by Porter's five-force model. On the basis of the analysis of the existing competitors and potential competitors, this paper analyzes the shortcomings of the Yangtze environmental protection in marketing management, marketing combination strategy analysis, in order to become the most perfect industry chain, the most complete management qualifications, The most comprehensive integrated environmental protection service provider. Although the research in this paper is only aimed at specific companies, the empirical study of the Yangtze River environmental protection company is to analyze its market situation. The thinking of strategy and marketing combination strategy also has certain reference significance and reference value for the same type of enterprises.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：X324;F274

【参考文献】