摘要
20 世纪 60 年代以来，发达国家开始使用垃圾焚烧发电技术。虽然中国的垃圾无
害化处理率逐年增加，但是差距还是非常巨大。根据国家十三五规划，垃圾焚烧发电
将持续高速发展，未来几年仍然是垃圾焚烧发电行业发展的黄金期

工程设计属于工程咨询范畴，属于服务业。在工程咨询服务业中，市场行为和消
费品及工业产品有着不同的营销思路和方法，但对于工程咨询服务类市场营销的分析
和研究还相对较少

本文选取 C 公司垃圾焚烧发电工程设计咨询业务营销策略为研究背景。C 公司成
立于 1954，是 G 公司的全资子公司。C 公司 1998 开始进入垃圾焚烧发电行业，参与
了 60 多个垃圾焚烧发电项目咨询和设计工作，为国内前十大垃圾焚烧发电咨询设计
企业。由于近年来，其它行业的饱和或萎缩，越来越多的其它咨询设计企业进入到垃
圾焚烧发电行业内来，原有的竞争对手也不断提高自身的竞争能力，造成行业内竞争
越来越激烈。C 公司如何保持住自身在垃圾焚烧行业咨询设计领域的竞争优势，获得
更多的市场占有率，市场营销策略的正确选择非常重要。本文的研究结合 C 公司目前
的具体经营、内外环境进行的，具有较强的现实意义，对 C 公司的经营及发展具有深
远意义。针对行业的市场营销特点进行研究，对同类企业的营销策略组合具有参考意
义

关键词：垃圾焚烧工程设计；服务营销；市场营销策略III
Abstract
Since 1960s, developed countries began to use waste incineration power generation
technology. Although China&39;s garbage harmless treatment rate increased year by year, but
the gap is still very large. According to the national planning for 13th Five-Year, the
sustained and rapid development of waste incineration power generation, power generation
industry in the next few years is still the golden period of the development of waste
incineration.
Engineering design belongs to the field of engineering consulting, which belongs to
the service industry. In the engineering consulting service industry, market behavior and
consumer goods and industrial products have different marketing ideas and methods, but
for the engineering consulting services marketing research and analysis is relatively small.
In this paper, C waste incineration power generation engineering design consulting
business marketing strategy as the research background. C company was founded in 1954,
is a wholly owned subsidiary of G company. C 1998 began to enter the waste incineration
power generation industry, participated in the design and work of the more than and 50
waste incineration power generation projects, for the top ten domestic waste incineration
power generation consulting and design enterprises. In recent years, other industries are
saturated or shrinking, more and more other consulting and design enterprises to enter into
the waste incineration power generation industry, the original competitors also constantly
improve their competitive ability, resulting in the increasingly fierce competition within the
industry. How to maintain its competitive advantage in the field of waste incineration
industry consulting and design, how to get more market share, the correct choice of
marketing strategy is very important for C company. The research of this paper is based on
the specific operation of C company and the internal and external environment, which has
a strong practical significance, and has far-reaching significance to the operation and
development of C company. According to the marketing characteristics of the industry, it
has reference significance to the marketing strategy combination of the similar enterprises.
Keywords:Waste incineration engineering design; service marketing; marketing strategyV
目录
摘要........I
Abstract ......... III
1 绪论 ... 1
1.1 研究的背景1
1.2 研究的意义1
1.3 研究目标、研究内容以及拟解决的关键问题 .... 2
1.3.1 论文的研究目标 ........... 2
1.3.2 论文研究的内容 ........... 2
1.3.3 论文拟解决的关键问题 ........... 3
1.4 研究方法、技术路线 ........ 3
1.4.1 论文研究的方法 ........... 3
1.4.2 论文研究的技术路线 ... 3
2 理论基础及文献综述........... 5
2.1 国内外研究现状 .... 5
2.1.1 国外研究现状 ... 5
2.1.2 国内研究现状 ... 5
2.2 STP 分析 .... 5
2.2.1 市场细分 ........... 5
2.2.2 目标市场 ........... 6
2.2.3 市场定位 ........... 6
2.3 4PS 营销理论 ......... 7
2.3.1 产品策略（Product）... 7
2.3.2 价格策略 (Price）........ 9
2.3.3 渠道策略 (Place） ....... 9
2.3.4 促销策略（Promotion）........... 9
2.4 7PS 营销理论 ....... 10
2.4.1 人员(People).... 10
2.4.2 有形展示(Physical Evidence) . 12
2.4.3 过程管理(Process Management) ..... 12
3 垃圾焚烧发电工程设计咨询业务市
。。。以上简介无排版格式，详细内容请下载查看