HP公司高效节能配电变压器市场营销战略研究
发布时间：2019-05-18 10:34
【摘要】：随着经济的高速发展,能源短缺与环境恶化已成为制约经济发展的瓶颈,大力推动节能技术进步、推广应用高效节能产品是节约能源、保护环境、维持经济可持续发展的必由之路,也是实现国家节能减排战略目标的必然选择。据统计,配电网损耗约占全网损耗的80%,而配电变压器损耗约占配电网损耗的60%,在网运行的配电变压器总数达1530万台,每年配电变压器损耗高达1755.6亿千瓦时,相当于三峡电站2013年全年发电量(约1000亿千瓦时)的1.7倍,因此,大力推广应用高效节能配电变压器是配电网节能降耗的的重要措施之一。目前变压器行业制造企业超出2000家,产能过剩超出40%,市场竞争极其惨烈,为获得市场份额,恶性竞争时常发生。制造企业如何结合自身特点,制定适合自身发展的市场营销战略,赢取市场,拓展盈利,是非常值得研究的重要课题。本文针对配电变压器制造企业特别是一些大中型知名变压器制造企业市场营销中存在的问题,分析了市场营销战略的概念、特点及制定模式,通过对竞争战略轮盘、战略钟、战略管理模型等几种企业战略理论的进一步研究,明确了市场营销战略与企业发展战略间的关系和作用。通过对HP公司面临的内部环境分析,发现了Hp公司的内在优势与不足；通过对HP公司的外部环境详细分析,结合高效节能配电变压器上下游产业链的发展现状和市场现状,对未来的市场预期进行了客观评估,特别是对市场营销机会和风险分析进行了详细分析,为准确制定市场营销战略奠定了基础。通过行业进入与退出壁垒分析,发现了导致HP公司高效节能配电变压器市场份额严重下滑的主要因素,进而结合HP公司的自身条件,确定了HP公司的高效节能配电变压器市场营销战略目标与定位,并运用SWOT矩阵和博弈论理论对制定的市场营销战略目标进行进一步的验证分析,制定了完善产品结构、转变营销理念、扩大经营规模、弥补营销策略不足和强化品牌战略建设的组合式高效节能配电变压器市场营销战略,提出了在充分发挥HP公司的技术优势、区位优势、行业影响力和管理简洁高效的综合优势基础上,实现到2020年,年生产高效节能配电变压器15万台、销售达到13万台、年产值突破50亿元人民币、国内市场占有率进入前三名、净利润达到10%的具体战略目标。本文结合作者多年工作经验,通过大量的调研、数据收集和行业资料整理,提出的研究成果对其他类似知名变压器制造企业的市场营销战略提升,具有一定的借鉴意义。
[Abstract]:With the rapid development of economy, energy shortage and environmental deterioration have become the bottleneck restricting economic development. Vigorously promoting the progress of energy-saving technology, popularizing and applying efficient energy-saving products is to save energy and protect the environment. The only way to maintain sustainable economic development is also an inevitable choice to achieve the national strategic goal of energy saving and emission reduction. According to statistics, the loss of distribution network accounts for about 80% of the loss of the whole network, while the loss of distribution transformer accounts for about 60% of the loss of distribution network. The total number of distribution transformers operating in the network is 15.3 million, and the loss of distribution transformer is as high as 175.56 billion kilowatt-hours per year. It is equivalent to 1.7 times of the annual power generation of the three Gorges Power Station in 2013 (about 100 billion kilowatt hours). Therefore, it is one of the important measures to popularize the application of high efficiency and energy saving distribution transformers to save energy and reduce consumption in distribution networks. At present, there are more than 2000 manufacturing enterprises in transformer industry, and the overcapacity exceeds 40%. The market competition is extremely fierce. In order to obtain market share, vicious competition often occurs. How to combine their own characteristics, formulate marketing strategy suitable for their own development, win the market and expand profits is an important topic worthy of study. In view of the problems existing in the marketing of distribution transformer manufacturing enterprises, especially some large and medium-sized well-known transformer manufacturing enterprises, this paper analyzes the concept, characteristics and formulation mode of marketing strategy, through the competitive strategic roulette and strategic clock. The further research of several enterprise strategy theories, such as strategic management model, clarifies the relationship and function between marketing strategy and enterprise development strategy. Through the analysis of the internal environment faced by HP Company, the inherent advantages and disadvantages of Hp Company are found. Through the detailed analysis of the external environment of HP Company, combined with the development status and market situation of the upstream and downstream industrial chain of high efficiency energy saving distribution transformer, the future market expectation is objectively evaluated. In particular, the marketing opportunities and risk analysis are analyzed in detail, which lays the foundation for the accurate formulation of marketing strategy. Through the analysis of barriers to entry and exit of the industry, the main factors leading to the serious decline of the market share of high efficiency and energy saving distribution transformers in HP Company are found, and then combined with the conditions of HP Company, The marketing strategic goal and position of high efficiency and energy saving distribution transformer of HP Company are determined, and the marketing strategic goal is further verified and analyzed by using SWOT matrix and game theory, and the product structure is worked out. The marketing strategy of combined high efficiency and energy saving distribution transformer is to change the marketing concept, expand the management scale, make up for the shortage of marketing strategy and strengthen the brand strategic construction, and puts forward the marketing strategy of giving full play to the technical advantages and location advantages of HP company. On the basis of the comprehensive advantages of industry influence and simple and efficient management, by 2020, 150000 high efficiency and energy saving distribution transformers will be produced annually, 130000 units will be sold, the annual output value will exceed 5 billion yuan, and the domestic market share will enter the top three. Net profit reaches the specific strategic target of 10%. Based on the author's many years of working experience, through a large number of research, data collection and industry data collation, the research results put forward in this paper have certain reference significance for the promotion of marketing strategy of other similar well-known transformer manufacturing enterprises.
【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
本文编号：2479922
[Abstract]:With the rapid development of economy, energy shortage and environmental deterioration have become the bottleneck restricting economic development. Vigorously promoting the progress of energy-saving technology, popularizing and applying efficient energy-saving products is to save energy and protect the environment. The only way to maintain sustainable economic development is also an inevitable choice to achieve the national strategic goal of energy saving and emission reduction. According to statistics, the loss of distribution network accounts for about 80% of the loss of the whole network, while the loss of distribution transformer accounts for about 60% of the loss of distribution network. The total number of distribution transformers operating in the network is 15.3 million, and the loss of distribution transformer is as high as 175.56 billion kilowatt-hours per year. It is equivalent to 1.7 times of the annual power generation of the three Gorges Power Station in 2013 (about 100 billion kilowatt hours). Therefore, it is one of the important measures to popularize the application of high efficiency and energy saving distribution transformers to save energy and reduce consumption in distribution networks. At present, there are more than 2000 manufacturing enterprises in transformer industry, and the overcapacity exceeds 40%. The market competition is extremely fierce. In order to obtain market share, vicious competition often occurs. How to combine their own characteristics, formulate marketing strategy suitable for their own development, win the market and expand profits is an important topic worthy of study. In view of the problems existing in the marketing of distribution transformer manufacturing enterprises, especially some large and medium-sized well-known transformer manufacturing enterprises, this paper analyzes the concept, characteristics and formulation mode of marketing strategy, through the competitive strategic roulette and strategic clock. The further research of several enterprise strategy theories, such as strategic management model, clarifies the relationship and function between marketing strategy and enterprise development strategy. Through the analysis of the internal environment faced by HP Company, the inherent advantages and disadvantages of Hp Company are found. Through the detailed analysis of the external environment of HP Company, combined with the development status and market situation of the upstream and downstream industrial chain of high efficiency energy saving distribution transformer, the future market expectation is objectively evaluated. In particular, the marketing opportunities and risk analysis are analyzed in detail, which lays the foundation for the accurate formulation of marketing strategy. Through the analysis of barriers to entry and exit of the industry, the main factors leading to the serious decline of the market share of high efficiency and energy saving distribution transformers in HP Company are found, and then combined with the conditions of HP Company, The marketing strategic goal and position of high efficiency and energy saving distribution transformer of HP Company are determined, and the marketing strategic goal is further verified and analyzed by using SWOT matrix and game theory, and the product structure is worked out. The marketing strategy of combined high efficiency and energy saving distribution transformer is to change the marketing concept, expand the management scale, make up for the shortage of marketing strategy and strengthen the brand strategic construction, and puts forward the marketing strategy of giving full play to the technical advantages and location advantages of HP company. On the basis of the comprehensive advantages of industry influence and simple and efficient management, by 2020, 150000 high efficiency and energy saving distribution transformers will be produced annually, 130000 units will be sold, the annual output value will exceed 5 billion yuan, and the domestic market share will enter the top three. Net profit reaches the specific strategic target of 10%. Based on the author's many years of working experience, through a large number of research, data collection and industry data collation, the research results put forward in this paper have certain reference significance for the promotion of marketing strategy of other similar well-known transformer manufacturing enterprises.
【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
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相关期刊论文 前3条
1 丁兴良;;变压器企业市场营销模式分析[J];高科技与产业化;2009年09期
2 周泽人;;论基于博弈论的投标报价建模方法[J];建筑管理现代化;2007年05期
3 雷祺;刘晓梅;;浅谈AMA关于市场营销定义的演变[J];市场营销导刊;2009年02期
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