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MBA论文_京城新能源公司大型风力发电机组定制化营销策略研究DOC

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文本描述
摘要
当前,全球可再生能源发展如火如荼,风电、光伏等非水可再生能源的快速
发展,正在逐步调整全球各个国家的电力能源供应结构,对改善地球生态环境起
了积极有效的作用。中国作为世界大国,在这场清洁能源的大发展中,积极的走
在了世界前列。然而,同欧美诸多国家不同,我国地域广阔,地势西高东低,地
形复杂,不同地区风资源差异较大。因此,风电项目在各个地区的建设条件差异
较大。不同的建设条件对于项目风电机组的选型提出了不同的要求。这也为风电
机组的针对性设计和定制化营销提供了广泛的市场空间。在此背景下,对京城新
能源公司开展大型风力发电机组定制化营销策略的研究具有较强的理论和实践意

本文从大型风力发电机组营销理论研究出发,系统的对国际、国内风电市场
进行了
PEST
分析和五力模型分析。结合对京城新能源公司竞争力
SWOT
分析和
目标市场
STP
分析,构建了目标市场预测模型。同时,结合风电行业特点,通过
构建判别矩阵对客户需求要素进行了分析,并对京城新能源公司开展定制化营销
进行了流程设计,构建了客户满意度量化评估体系。最后,结合京城新能源公司
自身情况,提出了其定制化营销策略的实施方案,确保营销目标的实现

本文的创新主要体现在:首先,提出了京城新能源公司大型风力发电机组定
制化营销方案,为风电行业相关整机企业提供了参考意义;其次,对国际、国内
风电市场进行了
PEST
分析和五力模型分析;再次,构建了京城新能源公司
SWOT
竞争力分析模型,构建了目标市场预测模型,对未来国内Ⅳ类风资源区
2MW

组市场容量进行了预测;最后,对客户需求要素进行了分析,提出了客户满意度
量化评估体系,为定制化营销方案的实施提供了有力支撑

关键词:风力发电机组;定制化营销;预测模型;评估体系;营销策略华北电力大学硕士学位论文
II
Abstract
At present, the global renewable energy development is in full swing. The rapid
development of non-water renewable energy such as wind power and photovoltaic is
gradually adjusting the electricity energy supply structure of the various countries of the
world, and has played a positive and effective role in improving the ecological environment of
the earth. China, as a big country, in the great development of clean energy, has actively
stepped up in the forefront of the world. However, unlike many countries in Europe and
America, our country is vast, complex terrain with low lying from west to east of the
West-East . There are large differences in wind resources in different regions. Therefore, the
construction conditions of wind power projects in various regions are quite different. The
different construction conditions put forward different requirements for the selection of wind
turbine generator sets. This also provides a wide range of market space for the targeted
design and customized marketing of wind turbine.
Under this background, it is of great theoretical and practical significance for Beijing
JINGCHENG New Energy Company (hereunder after called as JCNE) to carry out
customized marketing strategy research on large-scale wind turbine. In this paper, the PEST
analysis and the five-force model analysis of international and domestic wind power market
are carried out based on the study of marketing theory of large-scale wind turbines. Combined
with SWOT analysis and STP analysis of target market, the target market forecasting model is
built. At the same time, combined with the characteristics of the wind power industry, the use
of judgement matrix to analyze customers&39; demand factor, and carried out a customized
marketing process design for JCNE, customer satisfaction to build a quantitative assessment
system.. Finally, according to the situation of JCNE, the implementation plan of the
customized marketing strategy to ensure the realization of the marketing objectives was put
forward.
This innovation of this paper is mainly embodied in: first of all, the customized
marketing solutions of large-scale wind turbine of JCNE was put forward, providing a
reference for the wind power industry industry-related enterprises, secondly, the PEST and the
five-force model are analyzed for the international and domestic wind power market, thirdly,
this paper constructs SWOT competitiveness analysis model of JCNE and the target market
forecasting model, and predicts future market capacity of the 2MW units in domestic IV class
wind resource area, finally, it analyzes the customer demand level and puts forward the
quantitative evaluation system of customer satisfaction, which provides strong support for the
implementation of customized marketing solutions.
Keywords: wind turbine; customized marketing;forecasting model; assessment system;
marketing strategy华北电力大学硕士学位论文
III
目 录
摘要 ....... I
Abstract .... II
目 录 ...... III
第 1 章 绪论 .. 1
1.1 研究背景和意义 .... 1
1.2 国内外研究现状 .... 2
1.3 研究内容及研究路线3
1.3.1 研究内容 ... 3
1.3.2 研究路线和方法 ......... 3
1.4 预期成果和可能的创新点 ........ 3
1.4.1 预期成果 ... 3
1.4.2 可能的创新点 ........... 4
第 2 章 相关理论研究 ...... 5
2.1 工业品营销 ........ 5
2.1.1 工业品营销的定义 ....... 5
2.1.2 工业品营销理论发展 ..... 5
2.1.3 工业品营销的特点 ....... 6
2.2 定制化营销........ 7
2.2.1 定制化营销定义 ......... 7
2.2.2 定制化营销理论的发展 ... 8
2.2.3 定制化营销的特点 ....... 9
2.3 大型风电机组的定制化营销的意义和关键要素. 10
2.3.1 大型风电机组的定制化营销的意义 .... 10
2.3.2 大型风电机组定制化营销的关键要素 .. 10
2.4 本章小结......... 11
第 3 章 大型风电机组行业分析 ......... 12
3.1 风电行业背景..... 12
3.1.1 风力发电机组原理 ...... 12
3.1.2 全球风电行业市场情况 .. 13华北电力大学硕士学位论文
IV
3.1.3 国内风电行业市场情况 .. 15
3.2 风电行业整机设备市场环境分析. 19
3.2.1 外部环境 PEST 分析 ..... 19
3.2.2 风电行业五力模型分析 .. 23
3.3 风电整机设备制造行业现状和趋势........... 27
3.3.1 整机制造商面临进一步惨烈洗牌 ...... 28
3.3.2 利润下降迫使整机制造企业进一步“精细化”管理 .. 29
3.3.3 行业竞争加剧促进企业走多元化道路 .. 29
3.3.4 行业需求特点推动企业采取差异化竞争策略 ........ 29
3.4 本章小结......... 30
第 4 章 京城新能源公司市场分析 ....... 31
4.1 企业基本情况介绍. 31
4.2 主要竞争对手分析. 32
4.3 京城新能源公司 SWOT 分析...... 33
4.3.1 公司具有的市场优势 .... 33
4.3.2 公司存在的劣势 ...
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