河南亚太公司城市生活垃圾综合处理设备营销策略研究
发布时间：2018-08-27 16:25
【摘要】：河南亚太能源科技股份有限公司(以下简称亚太能源)成立于1996年,是一家从事城市垃圾综合处理设备研发、生产、销售为一体的专业化公司。近年来,借助国家和社会对环保事业投入的进一步加大和不断的市场开拓,公司得以迅速发展壮大,建成了年产300台(套)环保设备、5万吨生物柴油的生产基地,实现了可持续发展。但随着国外环保巨头和大型国企逐步进入国内环保设备制造领域,公司正面临越来越大的市场竞争。当前,如何加强市场营销管理,已经成为公司面临的重大课题。因此,对公司的产品进行营销策略研究,对提高公司经济效益,实现企业营销资源效益最大化意义重大。本文首先就亚太能源的营销现状进行剖析,通过对其内外部环境分析,找出其优劣势和市场营销模式的主要问题,进而根据这些问题给出相应的市场营销策略建议。本文的研究有助于亚太能源在复杂多变的市场环境中获得主动,有效地利用公司各项资源,避免人力、物力的浪费。中小民营企业作为环保设备制造的先行者,很多和亚太能源一样,面临市场份额不断被跨国巨头和大型国企挤压的困难局面,本文提供的比较全面的中小企业环保设备营销思路和营销策略制定技巧,对它们也有一定的参考价值。在本文中,通过引用经典的营销分析工具,如PEST模型、SWOT分析模型和波特五力竞争模型,分析了亚太能源主要的优劣势,进而引用STP战略和4P营销策略组合来制定亚太能源的营销策略。本文认为亚太能源应将有限的资源投入到产品、渠道以及促销上来,产品上要加大科研投入力度,做好成本优化,提高设备质量,开发研制新产品。渠道上在巩固现有传统渠道的基础上,大力开拓网络渠道资源和代理商渠道。促销上要加强和终端客户的联系,精准投放广告,强化品牌的宣传推广。希望通过本文的研究,对亚太能源今后的经营思路和营销策略的制定做出有益的探索和帮助,以应对激烈的市场竞争,实现跨越式发展。
[Abstract]:Henan Asia-Pacific Energy Technology Co., Ltd. (hereinafter referred to as Asia-Pacific Energy Co., Ltd.) was founded in 1996, is a professional company engaged in the research and development, production and sales of municipal solid waste comprehensive treatment equipment. In recent years, with the further increase of national and social investment in environmental protection and continuous market development, the company has developed rapidly. The company has built up an annual production base of 300 sets of environmental protection equipment and 50,000 tons of biodiesel, thus achieving sustainable development. However, with foreign environmental giants and large state-owned enterprises gradually entering the domestic manufacturing field of environmental protection equipment, the company is facing an increasing market competition. At present, how to strengthen marketing management has become the company's face. Therefore, it is of great significance to study the marketing strategy of the company's products to improve the company's economic efficiency and maximize the efficiency of marketing resources. Firstly, this paper analyzes the marketing situation of Asia-Pacific energy, finds out its advantages and disadvantages and the main problems of the marketing model through the analysis of its internal and external environment, and then according to the analysis of the marketing situation of Asia-Pacific energy. This study will help Asia-Pacific Energy to take the initiative in the complex and changeable market environment, effectively utilize the company's resources, avoid waste of manpower and material resources. In this paper, the classical marketing analysis tools such as PEST model, SWOT analysis model and Porter's Five-power competition model are cited. This paper analyzes the main advantages and disadvantages of Asia-Pacific energy, and then uses STP strategy and 4P marketing strategy combination to formulate the marketing strategy of Asia-Pacific energy. On the basis of consolidating the existing traditional channels, we should energetically open up the network channel resources and agent channels. On the promotion, we should strengthen the contact with the end-users, put in accurate advertisements, and strengthen the brand promotion. We hope that through this study, we can make a beneficial contribution to the future business ideas and marketing strategies of Asia-Pacific Energy. Explore and help in order to cope with fierce market competition and achieve leapfrog development.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4
本文编号：2207812
[Abstract]:Henan Asia-Pacific Energy Technology Co., Ltd. (hereinafter referred to as Asia-Pacific Energy Co., Ltd.) was founded in 1996, is a professional company engaged in the research and development, production and sales of municipal solid waste comprehensive treatment equipment. In recent years, with the further increase of national and social investment in environmental protection and continuous market development, the company has developed rapidly. The company has built up an annual production base of 300 sets of environmental protection equipment and 50,000 tons of biodiesel, thus achieving sustainable development. However, with foreign environmental giants and large state-owned enterprises gradually entering the domestic manufacturing field of environmental protection equipment, the company is facing an increasing market competition. At present, how to strengthen marketing management has become the company's face. Therefore, it is of great significance to study the marketing strategy of the company's products to improve the company's economic efficiency and maximize the efficiency of marketing resources. Firstly, this paper analyzes the marketing situation of Asia-Pacific energy, finds out its advantages and disadvantages and the main problems of the marketing model through the analysis of its internal and external environment, and then according to the analysis of the marketing situation of Asia-Pacific energy. This study will help Asia-Pacific Energy to take the initiative in the complex and changeable market environment, effectively utilize the company's resources, avoid waste of manpower and material resources. In this paper, the classical marketing analysis tools such as PEST model, SWOT analysis model and Porter's Five-power competition model are cited. This paper analyzes the main advantages and disadvantages of Asia-Pacific energy, and then uses STP strategy and 4P marketing strategy combination to formulate the marketing strategy of Asia-Pacific energy. On the basis of consolidating the existing traditional channels, we should energetically open up the network channel resources and agent channels. On the promotion, we should strengthen the contact with the end-users, put in accurate advertisements, and strengthen the brand promotion. We hope that through this study, we can make a beneficial contribution to the future business ideas and marketing strategies of Asia-Pacific Energy. Explore and help in order to cope with fierce market competition and achieve leapfrog development.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4
【参考文献】
相关期刊论文 前2条
1 许海平;;构建工业品营销体系的战略分析[J];中国市场;2013年11期
2 ;我国城市生活垃圾处理行业2013年发展综述[J];中国环保产业;2014年12期
，本文编号：2207812
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