华锐重工风电产品营销案例研究

发布时间：2018-06-04 04:25

本文选题：风电产品 + 营销案例　；参考：《大连理工大学》2015年硕士论文

【摘要】：随着社会的持续发展,对能源需求的持续增长,传统化石能源使用带来的环境问题日益严重。在此背景下,能源结构调整已经成为了人类必须面对的一个重大课题,清洁能源成为了全人类关注的焦点。其中,利用风能进行风力发电是技术相对完善成熟、最具规模化商业开发条件、性价比相对最高的一种,受到世界各国的普遍重视。风电行业经历了从爆炸式增长到低谷再到行业复苏这一过程。本文研究的目的就是在此复杂多变的市场环境背景下,针对现有公司营销问题,采取适当的营销策略,帮助公司解决当前的风电产品危机,使公司能够持续健康地发展。首先,本文通过案例的描述反映出华锐重工公司风电产品所面临的危机,然后通过SWOT分析法得出公司的优劣势和机会、威胁等方面的针对性内容,并结合相关营销理论,对华锐重工公司风电产品所面临的问题进行了较为详细地分析,并指出公司目前所面临的问题主要是：对市场响应速度慢；与客户关联程度低；关系营销缺失；缺乏对客户的回报意识；产品质量管控不力；产品价格高企；服务意识缺乏。最后,本文针对华锐重工所存在的营销问题,结合公司的优劣势,为华锐重工公司制定符合目前市场情况的营销策略,主要有：树立以客户为中心的营销理念；建立专门的风电产品市场信息组织；通过互联网等手段建立通畅的信息渠道；差异化产品的关联策略；互换市场的利益关联策略；公司内部关系营销策略；公司客户关系营销策略；公司供应商关系营销策略；公司竞争对手关系营销策略；公司政府等社会组织关系营销策略；薄利多销型产品回报策略；高附加值产品回报策略；产品质量策略；产品价格策略；产品售后服务策略,为华锐重工未来的营销发展提供理论参考和建议。
[Abstract]:With the continuous development of society and the continuous increase of energy demand, the environmental problems brought by the traditional fossil energy are becoming more and more serious. In this context, the adjustment of energy structure has become a major issue that human beings must face, and clean energy has become the focus of attention of all mankind. Among them, wind power generation by wind energy is a kind of relatively mature technology, the most large-scale commercial development conditions, and the highest performance to price ratio, which has been widely paid attention to by the countries all over the world. Wind power industry experienced a process from explosive growth to trough to industry recovery. The purpose of this paper is to take appropriate marketing strategies to help the company solve the current wind power product crisis and enable the company to develop healthily under the background of this complex and changeable market environment. First of all, this paper reflects the crisis of Sinovel wind power products through the description of cases, and then through the SWOT analysis to get the company's strengths and weaknesses and opportunities, threats and other aspects of targeted content, and combined with relevant marketing theory, This paper makes a detailed analysis of the problems faced by the wind power products of Sinovel heavy Industry Company, and points out that the problems faced by the company at present are: slow response to the market, low degree of connection with customers, lack of relationship marketing; Lack of return consciousness to customers; ineffective product quality control; high product price; lack of service consciousness. Finally, aiming at the marketing problems of Sinovel heavy Industry, combined with the advantages and disadvantages of the company, the paper formulates the marketing strategy for Sinovel heavy Industry Company in accordance with the current market situation, which mainly includes: establishing a customer-centered marketing concept; Establish a special wind power product market information organization; through the Internet and other means to establish a smooth information channel; differentiated product correlation strategy; swap market interest correlation strategy; internal relationship marketing strategy; Company customer relationship marketing strategy; company supplier relationship marketing strategy; company competitor relationship marketing strategy; company government and other social organization relationship marketing strategy; small profit and multi-selling product return strategy; high value-added product return strategy; Product quality strategy, product price strategy, product after-sale service strategy, for Sinovel heavy industry in the future marketing development to provide theoretical reference and suggestions.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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