【摘要】：當(dāng)前,全球可再生能源發(fā)展如火如荼,風(fēng)電、光伏等非水可再生能源的快速發(fā)展,正在逐步調(diào)整全球各個國家的電力能源供應(yīng)結(jié)構(gòu),對改善地球生態(tài)環(huán)境起了積極有效的作用。中國作為世界大國,在這場清潔能源的大發(fā)展中,積極的走在了世界前列。然而,同歐美諸多國家不同,我國地域廣闊,地勢西高東低,地形復(fù)雜,不同地區(qū)風(fēng)資源差異較大。因此,風(fēng)電項目在各個地區(qū)的建設(shè)條件差異較大。不同的建設(shè)條件對于項目風(fēng)電機組的選型提出了不同的要求。這也為風(fēng)電機組的針對性設(shè)計和定制化營銷提供了廣泛的市場空間。在此背景下,對京城新能源公司開展大型風(fēng)力發(fā)電機組定制化營銷策略的研究具有較強的理論和實踐意義。本文從大型風(fēng)力發(fā)電機組營銷理論研究出發(fā),系統(tǒng)的對國際、國內(nèi)風(fēng)電市場進行了PEST分析和五力模型分析。結(jié)合對京城新能源公司競爭力SWOT分析和目標(biāo)市場STP分析,構(gòu)建了目標(biāo)市場預(yù)測模型。同時,結(jié)合風(fēng)電行業(yè)特點,通過構(gòu)建判別矩陣對客戶需求要素進行了分析,并對京城新能源公司開展定制化營銷進行了流程設(shè)計,構(gòu)建了客戶滿意度量化評估體系。最后,結(jié)合京城新能源公司自身情況,提出了其定制化營銷策略的實施方案,確保營銷目標(biāo)的實現(xiàn)。本文的創(chuàng)新主要體現(xiàn)在:首先,提出了京城新能源公司大型風(fēng)力發(fā)電機組定制化營銷方案,為風(fēng)電行業(yè)相關(guān)整機企業(yè)提供了參考意義;其次,對國際、國內(nèi)風(fēng)電市場進行了PEST分析和五力模型分析;再次,構(gòu)建了京城新能源公司SWOT競爭力分析模型,構(gòu)建了目標(biāo)市場預(yù)測模型,對未來國內(nèi)Ⅳ類風(fēng)資源區(qū)2MW機組市場容量進行了預(yù)測;最后,對客戶需求要素進行了分析,提出了客戶滿意度量化評估體系,為定制化營銷方案的實施提供了有力支撐。
[Abstract]:At present, the global renewable energy development is in full swing. The rapid development of non-water renewable energy such as wind power, photovoltaic and so on is gradually adjusting the power supply structure of every country in the world, which has played an active and effective role in improving the ecological environment of the earth. As a big country in the world, China has been in the forefront of the world in the great development of clean energy. However, different from many countries in Europe and America, our country has a vast area, a high terrain in the west and a low in the east, complex topography, and great differences in wind resources in different regions. Therefore, the construction conditions of wind power projects in different regions are quite different. Different construction conditions put forward different requirements for project wind turbine selection. This also provides a wide market space for the targeted design and customized marketing of wind turbines. Under this background, it is of great theoretical and practical significance to study the customized marketing strategy of large scale wind turbine in Beijing New Energy Company. Based on the research of large-scale wind turbine marketing theory, this paper systematically analyzes the international and domestic wind power market with PEST analysis and five-force model analysis. Combined with the SWOT analysis of the competitiveness of Beijing New Energy Company and the STP analysis of the target market, the forecast model of the target market is constructed. At the same time, according to the characteristics of wind power industry, this paper analyzes the factors of customer demand by constructing discriminant matrix, designs the process of customized marketing of Jingcheng New Energy Company, and constructs a quantitative evaluation system of customer satisfaction. Finally, according to the situation of Jingcheng New Energy Company, the implementation scheme of its customized marketing strategy is put forward to ensure the realization of marketing target. The innovation of this paper is mainly reflected in: firstly, the customized marketing scheme of large scale wind turbine generator set in Beijing New Energy Company is put forward, which provides reference significance for wind power industry related enterprises; Secondly, the international and domestic wind power market is analyzed by PEST and five-force model. Thirdly, the SWOT competitiveness analysis model of Beijing New Energy Company is constructed, and the target market forecasting model is constructed, and the market capacity of 2MW units in class 鈪，

本文編號：2325240