发电量标志的一个国家的经济实力，同样发电量的多少，发电量增长的
速度，在政治和经济领域也代表的一个国家的经济状况，以及经济活力。电
力装备制造业的制造能力和技术水平也是衡量一个国家的技术实力和科技水
平。近 20 年来，中国在此方面放生了深远的变化，也改变了世界能源领域的
格局。A 公司自成立以来一直专注于电力装备辅机行业，伴随着中国电力行
业的发展而发展，本文针对 A 公司市场营销体系优化进行研究，希望能对 A
公司销售发展和提升竞争力提供依据。
本文首先介绍了 PEST 模型、营销组合理论、客户关系管理以及 SWOT
理论，在此基础上，分析了 A 公司市场的外部环境因素，行业现状，根据行
业特性分析了 A 公司现有的营销体系，并针对 A 公司的产品、渠道、客户以
及市场区域做了分析。而后在分析结论的基础上对 A 公司产品、销售渠道、
客户关系管理得出了优化方案。最后通过人员配置以及提升核心竞争力方面
给出了实施优化方案的保障措施。本章重视理论分析，同时结合市场实际情
况，有比较强的实用性，对 A 公司市场销售发展有一定的参考意思，对 A 公
司进行市场营销体系优化有一定的参考价值。
关键词：市场营销；产品组合；客户管理；关系销售；核心竞争力。哈尔滨工业大学工商管理硕士学位论文
- II -
Abstract
As the national economy highly develops, the power industry of China
contributes a lot. The GDP of China，No. 15 in the world in the year of 1978,
jumped to No. 2 in the year of 2010. And until today, it enlarges the superiority
compared to the second one, Japan. The electric energy production per capita of
China, as the one of twenty-fourths of US in 1990, reached the world average
level in 2012. And the national whole electric energy production surpassed that
of US, reached the first one in the world.
Generally the electric energy production means the power of economy of the
country. The quantity of it and the growth rate of it, both of them mean the status
and vitality of the economy of the country. The ability of construction and the
level of the technology of the Power generation equipment industry also mean
the level of a country’s science and technology. In recent 20 years, a deeply
change has happened in China. And it also changed the situation of the world
energy field. From the beginning of A Company was created, it concentrated on
auxiliary machinery of power generation equipment industry. And A company
develops as the electricity industry of China develops. This paper studied the
marketing sector of A company, by hoping that it could provide some bases to
help A company to promote sales and competitiveness.
First, this paper introduced the theories of PEST, marketing combination,
customer relationship management and SWOT. On the bases of these theories,
this paper analyzed the external circumstance of the market and the status of the
industry. Then this paper analyzed the existing marketing system of A company.
And it also analyzed the products, distribution channels, customers and sales
areas. Based on the analyses, this paper gave the way of promotion of products,
distribution channels and customer relationship management. At last, this paper
gave the supporting measures to support the way of promotion through
promoting of staffing of market region and competitiveness promotions. This
paper pays attention on theories. It has utility at some level. It could be a
reference in marketing development to A Company. It’s valuable to A Company
in promoting marketing system.
第 1 章 绪论
1.1 问题的提出
1.1.1 研究背景
A 公司所处行业为电力装备辅机行业，其行业和电力装备市场息息相关，
而电力装备市场同国内国际的电力市场的发展又紧密的联系在一起。从分析国
内外电力市场的发展，便可以得出 A 公司所处行业的背景。
2011 年，中国的年发电量终于超过了美国，以 4.47 万亿千瓦时的年发电量，
第一次夺得了世界第一的位置。2012 年，中国达到 4.9 万亿千瓦时的年发电量，
扩大与第二位美国的差距；并且装机容量 10.6 亿千瓦，位居世界第二位，同时
也是本世纪第一年没有拉闸限电的第一年，当然这其中也有经济周期和全球金
融危机的因素在里面。
用电量被称为“经济运行情况的温度计”，与整体经济形势有着密切的联系。
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