Z（中国）公司火电厂DCS产品市场营销策略研究

发布时间：2018-06-20 12:10

本文选题：DCS + 火电市场　；参考：《华北电力大学》2015年硕士论文

【摘要】：随着能源工业的快速发展,火电厂对DCS产品的需求日益增加,然而工业品营销与消费品营销有所不同,工业品营销是基于B2B的大客户营销,有其市场客户单一,销售份额大等特点。随着国内外DCS厂商在国内火电市场的竞争越来越激烈,火电厂DCS市场营销策略也随之改变,并成为新的研究目标,从传统的“买产品”到“买服务”的转变,在营销实践中,既具有切实的可操作性,又可以保证市场业务额的增长。本文首先对市场营销理论进行了回顾和分析,涉及市场营销理论、经济学理论、工业品营销理论等,主要介绍了了大客户营销、服务营销、技术营销的内涵,这为后文的分析打下了理论基础。然后,本文以Z(中国)公司为例,对Z(中国)公司火电厂DCS产品市场进行分析,并提出其在市场营销中出现的问题,这为后文提供了丰富的资料,并指明了本文的研究对象。再次是Z(中国)公司的市场宏观环境与微观环境进行分析,运用PEST分析法和波特五力法及SWOT分析法分析,构造SWOT矩阵。最后提出Z(中国)公司在火电厂DCS产品市场营销战略和4P策略。本文认为,在当前内外部市场环境的变化下,该公司火电厂DCS产品的营销策略当强化以技术为核心,转变产品销售为服务增殖销售,以解决方案营销为主,以混合营销模式为基础的营销策略。本文通过对Z(中国)公司DCS产品火电市场营销的分析,提出了Z(中国)公司火电厂DCS产品市场营销策略。强化以技术服务为核心的营销战略,对面向技术服务营销的组织机构调整,以技术服务为手段提升销售渠道,并以技术为先导进行产品创新,还可以技术为方法培育市场。因此,本文的研究具有较强的理论意义和实践意义。
[Abstract]:With the rapid development of energy industry, the demand for DCS products in thermal power plants is increasing day by day. However, the marketing of industrial products is different from that of consumer goods. Large sales share and other characteristics. With the increasingly fierce competition between domestic and foreign DCS manufacturers in the domestic thermal power market, the marketing strategy of DCS in thermal power plants has also changed, and become a new research goal, from the traditional "buy products" to "buy services", in the marketing practice, Both have practical operability, but also to ensure the growth of market business volume. This paper first reviews and analyzes the marketing theory, including marketing theory, economics theory, industrial product marketing theory and so on. It mainly introduces the connotation of major customer marketing, service marketing, technology marketing, etc. This laid a theoretical foundation for the following analysis. Then, taking Z( China) Company as an example, this paper analyzes the DCS product market of Z( China) Thermal Power Plant, and puts forward some problems in marketing, which provides abundant information for the following article, and points out the research object of this paper. Thirdly, the market macro-environment and micro-environment of Z( China) Company are analyzed. The SWOT matrix is constructed by using pest analysis, Porter's five-force method and SWOT analysis. Finally, the marketing strategy and 4 P strategy of ZC (China) Company in DCS of thermal power plant are put forward. In this paper, under the change of the current internal and external market environment, the marketing strategy of DCS products in thermal power plants should be strengthened with technology as the core, product sales as service multiplication sales, and solution marketing as the main marketing. Marketing strategy based on mixed marketing model. Based on the analysis of thermal power marketing of DCS products in Z( China) Company, the marketing strategy of DCS products in Z( China) Company is put forward in this paper. We should strengthen the marketing strategy with technology service as the core, adjust the organization and organization oriented to the technology service marketing, promote the marketing channel by the means of technology service, carry on product innovation with technology as the guide, and cultivate the market with technology as the method. Therefore, the study of this paper has strong theoretical and practical significance.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.61

【参考文献】