GF公司离网型光伏发电系统印度尼西亚市场营销策略的研究

发布时间：2018-10-05 11:05

【摘要】：受基础电网设施匮乏,国土面积巨大,岛屿众多等因素影响,2010年印度尼西亚用电普及率仅为67.15%,超过33%的家庭生活在电力匮乏地区。在这种情况下,离网型光伏发电提供一个极具成本效益的选择,可提供灵活、便捷的电力供给解决方案。本文使用PEST方法分析宏观数据、电力结构、可再生能源政策。从技术和成本角度比较柴油和光伏独立发电方式;基于宏观分析,使用SWOT法分析GF公司机会、风险、优势和劣势;采用营销管理学中的目标市场定位分析将市场划分为消费者细分市场和产业细分市场;采用营销组合理论为GF公司制定了产品、价格、渠道和营销沟通策略。目标定位体现了GF公司在印度尼西亚市场的战略决策,定位公司为“可以信赖的、提供稳定电力供给和售后服务的系统服务商”。在制定营销组合时,根据二类产品分别服务消费者市场和组织市场的原则,采用不同的定价策略,以满足消费者市场需求和组织市场需求。在渠道的选择上,突破传统的经销商分销形式,而是计划采用农村城市两个市场不同渠道的方法,本着为顾客提供最快、最好的服务为原则,分别设立城市产品展厅,专营性分销渠道、服务城镇消费者;“专业工程师”和移动经销商服务农村和偏远地区消费者,并使用热线电话和完善的培训为网络作为辅助支持,真正做到可信赖的品牌,全力保障售前和售后服务。产品策略从差异化入手,包含产品差异化、设计差异化和服务差异化三个方面。导入新产品类型以适应细分市场需求,本文列举了五个产品设计上的差异点,多方面传递品牌定位信息,包括:稳定,可信赖、好用的。服务差异化体现在售前到售后的技术支持、光伏发电类产品的知识普以及系统的培训网络和模式的建立。在制定营销策略时,本文以品牌承诺为核心,“激活无限潜能”为标语。向目标受众传递希望、梦想等积极的信息。营销策略覆盖消费者细分市场和产业细分市场中的决策制定者,决策者和使用者在内的六类利益相关者。营销策略包括广告、促销,活动,公共关系营销和个人营销等。通过以上市场营销策略的使用,为GF公司品牌推广和离网型光伏发电系统在印度尼西亚市场的销售提供了切实可行的方案。
[Abstract]:Affected by the lack of basic power grid facilities, huge land area and numerous islands, Indonesia's electricity penetration rate was only 67.15 in 2010, with more than 33 percent of households living in areas where electricity is scarce. In this case, off-grid photovoltaic power generation provides a very cost-effective option, providing flexible and convenient power supply solutions. In this paper, PEST method is used to analyze macro data, power structure and renewable energy policy. Based on macro analysis, SWOT method is used to analyze the opportunities, risks, advantages and disadvantages of GF. The target market positioning analysis in marketing management divides the market into consumer subdivision market and industry subdivision market, and adopts the marketing combination theory to formulate the product, price, channel and marketing communication strategy for GF Company. The target position reflects GF's strategic decision in Indonesia market, positioning company as "reliable, providing stable power supply and after-sales service system service provider". According to the principle of serving the consumer market and the organizational market, different pricing strategies are adopted to meet the needs of the consumer market and the organizational market. With regard to the choice of channels, we should break through the traditional form of distributor distribution, but plan to adopt the method of different channels in two markets in rural cities. In line with the principle of providing customers with the fastest and best service, we will set up separate city product showrooms. Exclusive distribution channels to serve urban consumers, "professional engineers" and mobile dealers to serve rural and remote consumers, and to use hotlines and sound training as a support network to truly achieve a trusted brand, Full protection of pre-sale and after-sales service. Product strategy starts with differentiation, including product differentiation, design differentiation and service differentiation. Introducing new product types to meet the needs of market segments, this paper enumerates five product design differences, many aspects of the transmission of brand positioning information, including: stable, reliable, easy to use. Service differentiation is embodied in pre-sale to after-sale technical support, knowledge popularization of photovoltaic power generation products and the establishment of systematic training networks and models. In formulating marketing strategy, this paper regards brand commitment as the core and activates unlimited potential as the slogan. Deliver positive messages such as hope, dreams, and so on to the target audience. The marketing strategy covers six types of stakeholders, including the decision makers, decision makers and users in the consumer segment market and the industrial segment market. Marketing strategies include advertising, promotion, activities, public relations marketing and personal marketing. Through the use of the above marketing strategy, this paper provides a feasible scheme for GF brand promotion and off-grid photovoltaic system sales in Indonesia.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F416.61

【相似文献】