I 摘要 随着我国经济与世界的接轨，政府对控制环境污染的力度越来越大，而火电厂是 制造空气中的粉尘污染、氮氧化物、二氧化碳等污染物质的重要来源，因此燃煤火电 厂对锅炉风量测量提出更高的要求。本文研究的 AX 公司火电风量设备属于工业品， 对于传统的消费品市场营销与工业品的市场营销完全不同，它们各自市场营销的客户 群有所不同，传统消费品的对象很多，而对于工业品的服务客户则相对更加固定。随 着国内生产技术水平不断改进，火电风量产品市场竞争变得越来越激烈，产品同质化 变得越来越严重，这就使得火电风量产品的市场营销策略也应随之变化。传统的单一 产品营销模式已不能保证企业的利润增长点，从单一产品市场营销策略到整体化解决 方案，合同能源管理、火电风量 3D 标定营销策略模式的转变，在新的市场营销争斗 中，具有很强的操作性，又可保证企业的市场的竞争优势。 本文依据工业品营销基础理论，以 AX 公司火电风量产品市场为主要的研究对象， 介绍了 AX 公司的产品特点及技术成就，并指出了 AX 公司火电风量产品在市场营销 中的不足。在对 AX 公司火电风量产品宏观环境分析之后，采用了波特五力分析、 SWOT 分析综合了解 AX 公司火电风量产品的市场环境，并对其主要的行业竞争对手 进行分析，构造了 SWOT 矩阵。通过对 AX 公司火电风量产品市场的现状及营销问题 进行剖析，找到自身的市场营销不足。在此基础上总结了 AX 公司火电风量产品的市 场营销策略。通过本文的分析得出，在现行火电行业市场环境如此惨烈的状况下，AX 公司火电风量产品的市场营销策略应弱化为产品为主的营销策略，转变以合同能源管 理销售、整体系统解决方案销售和 3D 空气流量标定系统为主的营销策略。 本文根据 AX 公司自身的特点，结合火电风量市场环境的特点，提出了符合当前 AX 公司火电风量产品的市场营销策略。研究强调以技术为核心进行产品创新，并以 整体解决方案和风量产品设备标定的营销策略将有助于 AX 公司火电风量产品营销效 果的提升。 关键词：火电风量；火电市场；工业品营销；营销策略西北农林科技大学硕士学位论文 II ABSTRACT Along with our country economy and the world community, the magnitude of the government to control the environmental pollution is more and more big, the power plant is to make the dust pollution in the air, nitrogen, carbon dioxide and other pollutants important source, so the coal-fired power plant boiler air volume measurement is put forward higher request, making coal-fired power plants pay more attention to air flow measurement device for boiler. The thermal power air volume equipment of AX Company studied in this paper belongs to industrial products, and the marketing of traditional consumer products is completely different from that of industrial products. Their respective marketing customers are different, with many objects of traditional consumer products, while their service customers for industrial products are relatively fixed. With the continuous improvement of domestic production technology, the product contending of thermal -electricity air volume products is getting very sharp, and the homogenization of air volume products is becoming very grievous, which makes the marketing strategy of thermal power air volume products should also change accordingly. Energy management contract, air products testing equipment calibration model of marketing strategy shift, in the new marketing battle, strong operability, and can guarantee the comany competitive. Based on the sales theories of industrial products, this paper takes AX company's thermal power air volume product market as the main research object, introduces the product characteristics and technical achievements of AX company, and points out the shortcomings of AX company's thermal power air volume product in marketing. After the macro environment analysis of AX company's thermal power air volume products, porter's five forces analysis and SWOT analysis are adopted to comprehensively understand the market environment of AX company's thermal power air volume products, and its major industry competitors are analyzed to construct SWOT matrix. By analyzing the current situation and marketing problems of AX company's thermal power air volume product market, we find out our own insufficient marketing. On this basis, the marketing strategy of AX company's thermal power air volume products is summarized. Through the analysis of this article, in the thermal power industry market environment now such a tragic situation, AX thermal power air products of theABSTRACT III company's marketing strategy should be reduced to products marketing strategy, and shift to contract energy management, integrated system solutions sales and air volume product testing equipment calibration of marketing strategy.According to AX company's own characteristics and combined with the characteristics of the thermal power air volume market environment, this paper proposed the marketing strategy that conforms to the current thermal power air volume products of AX company. The research lays stress on that product innovation is carried out with technology as the heart, and the marketing strategy of whole solution and air volume product equipment calibration will help AX company to improve the operation effect of thermal power air volume products. KEY WORDS: Thermal power airflow; Thermal power market; Marketing of industrial products; Marketing strategy目 录 I 目 录 摘要................................................................................................................................................I ABSTRACT..................................................................................................................................II 第一章 绪论.................................................................................................................................1 1.1 研究背景........................................................................................................................1 1.2 研究意义........................................................................................................................2 1.3 国内外市场营销研究现状............................................................................................2 1.3.1 国外研究现状......................................................................................................2 1.3.2 国内研究现状.....................................................................................................3 1.4 研究内容........................................................................................................................3 1.5 研究方案........................................................................................................................4 1.5.1 研究的思路..........................................................................................................4 1.5.2 研究的方法..........................................................................................................4 1.5.3 技术路线..............................................................................................................5 第二章 工业品市场营销特征综述.............................................................................................6 2.1 工业品市场营销概述.....................................................................................................6 2.2 工业品市场营销的特点.................................................................................................6 2.3 关系营销.........................................................................................................................7 2.4 大客户营销.....................................................................................................................8 2.5 技术营销.........................................................................................................................9 2.6 绿色营销.........................................................................................................................9 2.7 本章小结.......................................................................................................................10 第三章 AX 公司火电风量产品市场现状及问题.....................................................................11 3.1AX 公司主要概况......................