本文選題：諧波治理設(shè)備 + 智能建筑��； 參考：《華北電力大學(xué)》2013年碩士論文

【摘要】：隨著電氣電子設(shè)備在智能建筑業(yè)的廣泛應(yīng)用,諧波的危害越發(fā)引起人們的關(guān)注和重視。日益增長的諧波治理需求,極大地促進(jìn)了諧波治理設(shè)備市場(chǎng)的發(fā)展。 諧波治理設(shè)備制造業(yè)在我國的發(fā)展歷史只有十余年,面向智能建筑業(yè)的諧波治理設(shè)備市場(chǎng),更是剛剛處于起步階段。行業(yè)標(biāo)準(zhǔn)不完善、市場(chǎng)規(guī)范不健全、企業(yè)資質(zhì)良莠不齊,銷售終端亂象頻生,都成為市場(chǎng)發(fā)展的障礙�！安扇∈裁礃拥牟呗�,才能同時(shí)滿足企業(yè)高層戰(zhàn)略管理和實(shí)際銷售層面的需求,搶在競(jìng)爭(zhēng)對(duì)手之前,占得市場(chǎng)先機(jī)?”成為諧波治理設(shè)備市場(chǎng)供應(yīng)商共同關(guān)注并努力探索的問題。 本文將通過PEST分析、波特五力模型分析、SWOT分析等方法,對(duì)面向智能建筑業(yè)的諧波治理設(shè)備市場(chǎng)進(jìn)行分析,并結(jié)合A公司的實(shí)際銷售案例,以營銷4Rs理論為框架,對(duì)面向智能建筑業(yè)的諧波治理設(shè)備市場(chǎng)的銷售策略進(jìn)行研究,以期得出一套以市場(chǎng)營銷理論為基礎(chǔ),與實(shí)際銷售經(jīng)驗(yàn)相結(jié)合,既能夠?qū)芾韺討?zhàn)略制定具有參考意義,又能為一線銷售人員提供幫助的銷售指導(dǎo)方案。 本文首先分析了選題背景與研究意義,并對(duì)當(dāng)前國內(nèi)外對(duì)于面向智能建筑業(yè)的諧波治理設(shè)備市場(chǎng)和營銷理論的研究現(xiàn)狀進(jìn)行了總結(jié)；此后,文章對(duì)面向智能建筑業(yè)的諧波治理設(shè)備市場(chǎng)的相關(guān)概念、特點(diǎn)、發(fā)展現(xiàn)狀和未來趨勢(shì)進(jìn)行了總結(jié),為接下來的營銷環(huán)境分析和銷售策略研究做好鋪墊。文章第三部分,使用PEST分析法、波特五力模型、波特競(jìng)爭(zhēng)對(duì)手分析模型等方法,對(duì)諧波治理設(shè)備供應(yīng)商在智能建筑業(yè)所處的營銷環(huán)境進(jìn)行分析。然后,文章根據(jù)SWOT分析理論,結(jié)合A公司實(shí)際銷售案例,對(duì)諧波治理設(shè)備供應(yīng)商在智能建筑業(yè)開展?fàn)I銷活動(dòng)的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅進(jìn)行分析,并在此基礎(chǔ)之上,基于營銷4Rs理論,對(duì)諧波治理設(shè)備生產(chǎn)企業(yè)面向智能建筑業(yè)所應(yīng)采用的營銷策略的提出建議。論文認(rèn)為,在當(dāng)前的營銷環(huán)境之下,A公司應(yīng)當(dāng)充分發(fā)揮自身在技術(shù)、服務(wù)等方面的優(yōu)勢(shì),彌補(bǔ)品牌知名度、管理水平方面的劣勢(shì),抓住相關(guān)行業(yè)高速發(fā)展所帶來的市場(chǎng)機(jī)機(jī)遇,同時(shí)預(yù)防來自國際化大公司和本土私營公司的雙向夾擊。而這種戰(zhàn)略在執(zhí)行層面上需要銷售人員的積極配合,所應(yīng)采取的主要銷售策略包括：與客戶協(xié)同發(fā)展、時(shí)刻關(guān)注客戶需求變化、實(shí)行高效的前瞻性客戶關(guān)系管理、與客戶共享利益。
[Abstract]:With the wide application of electrical and electronic equipment in intelligent construction, people pay more attention to the harm of harmonics. The increasing demand for harmonic control greatly promotes the development of harmonic control equipment market. The harmonic treatment equipment manufacturing industry has a history of only more than ten years in our country. The harmonic treatment equipment market for intelligent construction industry is just in its infancy. Imperfect industry standards, imperfect market norms, mixed quality of enterprises and frequent confusion of sales terminals have become obstacles to the development of the market. "what kind of strategy can be adopted to meet both the strategic management and the actual sales level of the needs of the company, in order to catch the market ahead of competitors?" Become the harmonic equipment market supplier common concern and strive to explore the problem. This paper will analyze the harmonic equipment market for intelligent construction industry by means of PEST analysis and Porter's five-force model analysis. Combining with the actual sales case of A Company, the paper will take the marketing 4Rs theory as the frame. This paper studies the marketing strategy of harmonic control equipment market for intelligent construction industry, in order to get a set of marketing theory as the basis, combined with the actual sales experience, which can be used as a reference for management strategy formulation. Also can provide the sales guidance program for the front-line sales staff. This paper first analyzes the background and significance of the topic, and summarizes the current domestic and foreign research on the market and marketing theory of harmonic control equipment for intelligent construction industry. This paper summarizes the related concepts, characteristics, development status and future trends of harmonic control equipment market for intelligent construction industry, which will pave the way for the following marketing environment analysis and sales strategy research. In the third part, the author analyzes the marketing environment of harmonic equipment suppliers in the intelligent construction industry by using PEST analysis method, Porter five force model, Porter competitor analysis model and so on. Then, according to the theory of SWOT analysis, combined with the actual sales case of A Company, this paper analyzes the advantages, disadvantages, opportunities and threats of harmonic management equipment suppliers in the intelligent construction industry, and on this basis, Based on the theory of marketing 4Rs, this paper puts forward some suggestions on the marketing strategy for intelligent construction industry in harmonic equipment production enterprises. The paper holds that under the current marketing environment, company A should give full play to its advantages in technology and service, make up for the disadvantages of brand awareness and management level, and seize the market opportunities brought by the rapid development of related industries. At the same time to prevent from international large companies and local private companies two-way attack. This strategy needs the active cooperation of sales personnel in the executive level. The main sales strategies should include: cooperating with customers, paying close attention to the changes of customer demand, and implementing efficient and forward-looking customer relationship management. Share benefits with customers.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.92

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