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论文以西安 KB 电力科技有限公司营销策略为研究对象，通过简介市场营销理论和对
国内变压器绝缘油市场现状的调查和研究，结合公司自身情况以及植物变压器绝缘油产品
的特点，运用市场营销理论中的 SWOT 矩阵法分析西安 KB 电力科技有限公司目前市场
竞争态势下自身的优势和劣势，以及企业外部环境所面临的机会和威胁；运用 STP 理论
结合行业现状与发展趋势对公司所处的变压器用绝缘油市场进行细分，针对公司植物变压
器绝缘油产品的特点选择合适的目标市场，通过对产品的差异化市场定位，从4P 的角度
构建了有针对性的营销策略，并提出了保障落实该营销策略的实施建议
本文以作者在西安 KB 电力科技有限公司的工作经验，通过对该公司在植物变压器绝
缘油产品具体营销情况的调查和访谈，针对其营销方面的现状和存在的问题，制定了西安
KB 电力科技有限公司的营销策略改进方案，并提出了建设性的实施建议，希望能对提高
该公司的营销体系建设和产品营销绩效方面提供有效帮助
【关键词】产品营销植物绝缘油营销策略
【论文类型】应用研究西安理工大学工商管理硕士学位论文
II
Title:TheResearch on Marketing Strategy of Xi&39;an KB Power
Technology Co., Ltd
Major: Business Administration
Student: XUE Feng Signature:
Supervisor: Prof. GuoQiang XIONG Signature:
Abstract
The rapid development of China&39;s economy in recent years, the power industry is one of
the key sectors of infrastructure investment in China has been, west to East is the construction
of efficient layout of power grid in China in optimizing the allocation of resources in the
country&39;s most important content. Due to the vast territory, the need to transport distance, low
transmission loss, large capacity transmission capacity of ultra high voltage transmission
technology, including the ultra-high voltage, large capacity transformer, which is one of the key
equipment. At the same time, the upgrading of the old grid also brings a large number of orders
to the transformer factory. Transformer insulation oil as an integral part of the transformer, its
performance requirements with the development of technology and continuously improve.
Good prospects for the development of transformer insulation oil market competition more
intense. Xi&39;an KB electric power science and Technology Co., Ltd. in order to achieve the
development and can win, combined with the actual situation of the company to develop a
scientific marketing strategy is an important means to stand out in the competition.
Based on the marketing strategy of Xi&39;an KB Electric Power Technology Co. Ltd as the
research object, through the introduction of the marketing theory and the status quo of domestic
transformer insulating oil market investigation and study, the insulation characteristics of oil
products combined with the situation of the company and plant transformer, advantages and
disadvantages with the SWOT matrix method of marketing theory in the analysis of Xi&39;an KB
electric power science and technology limited current market competition situation, the external
environment of the enterprise and the opportunities and threats; transformer using STP theory
combined with the status quo and development trend of the industry of the company. The
breakdown of insulating oil in the market, the company plant transformer insulation
characteristics of oil products to choose the right target market, based on the difference of the
product market positioning 4P, from the perspective of constructing the targeted marketing
strategy, and put forward to guarantee the implementation of the marketing strategyAbstract
III
Implementation recommendations.
In this paper the author in Xi&39;an KB power technology limited work experience, based on
the specific situation of marketing products in the oil insulated transformer plant investigation
and interview, according to its present situation and existing problems of marketing, the
development of Xi&39;an KB Electric Power Technology Co. Ltd, marketing strategy improvement
program, and put forward constructive suggestions the hope can provide effective help to
improve the company&39;s marketing system and product marketing performance.
【Key Words】Product Marketing Plant Insulation Oil Marketing Strategy
【Type Of Thesis】Applied Research目录目录
1导论........1
1.1研究背景和意义..1
1.1.1研究背景....1
1.1.2研究意义....2
1.2研究内容和目的..2
1.2.1研究内容....2
1.2.2研究目的....3
1.3论文研究框架......4
2理论基础5
2.1市场营销理论相关概念..5
2.1.1市场营销的定义....5
2.1.2市场营销理论发展阶段....5
2.1.3国内营销理论的发展过程6
2.2市场营销环境分析理论..6
2.2.1营销环境分析........6
2.2.2 SWOT 分析8
2.3 STP 理论..9
2.3.1市场细分..10
2.3.2目标市场选择......11
2.3.3市场定位..12
2.4营销策略理论....12
2.4.1产品策略..13
2.4.2价格策略..14
2.4.3渠道策略..14
2.4.4促销策略..15
3.西安 KB 电力科技有限公司营销现状及存在问题分析......16
3.1行业现状及发展趋势....16
3.1.1行业发展现状......16
3.1.2市场的基本特点..18
3.1.3行业的发展趋势..19
3.2公司概况22
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