本文關(guān)鍵詞： 佩爾優(yōu) 營銷 戰(zhàn)略 調(diào)整　出處：《西南交通大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會的進(jìn)步和國民經(jīng)濟(jì)不斷的發(fā)展,我國的蓄能移峰事業(yè)在國民經(jīng)濟(jì)發(fā)展中的地位和作用日漸受到人們的關(guān)注。近幾年,國家對于蓄能移峰填谷的政策變化頻繁,在此變化當(dāng)中市場競爭尤為激烈,面對風(fēng)云突變的市場環(huán)境和政策環(huán)境,蓄能移峰企業(yè)生存受到了嚴(yán)峻的挑戰(zhàn)。營銷戰(zhàn)略是戰(zhàn)略管理的核心內(nèi)容,貫穿企業(yè)生產(chǎn)經(jīng)營的全過程,是客觀存在的,是各企業(yè)在生存中必須要面對的問題,其重要性不容忽視。企業(yè)想在激烈的競爭中保持良好的經(jīng)營以及生存與發(fā)展,就需要企業(yè)發(fā)展與市場的環(huán)境緊密地結(jié)合起來,不斷地調(diào)整企業(yè)營銷戰(zhàn)略,以適應(yīng)市場的變化和要求。面對外部環(huán)境的變化,企業(yè)需要針對于目前企業(yè)的實際情況,分析自身經(jīng)營特點(diǎn),找出自身經(jīng)營發(fā)展的優(yōu)勢和劣勢,以高瞻遠(yuǎn)矚發(fā)展的眼光來制定出企業(yè)的營銷戰(zhàn)略,來提高企業(yè)自身的競爭力。本文圍繞本企業(yè)營銷戰(zhàn)略問題,從四個部分進(jìn)行相關(guān)的闡述分析,第一個部分是緒論部分,從戰(zhàn)略的定義、企業(yè)營銷戰(zhàn)略管理的框架結(jié)構(gòu)、戰(zhàn)略管理過程、戰(zhàn)略分析工具和方法、“發(fā)展戰(zhàn)略”國內(nèi)研究綜述、研究意義、研究方法、研究結(jié)構(gòu)框架進(jìn)行簡單的闡述；第二部分是佩爾優(yōu)公司蓄能業(yè)務(wù)營銷現(xiàn)狀及存在問題,從背景、蓄能調(diào)峰定義、佩爾優(yōu)公司簡介、佩爾優(yōu)公司戰(zhàn)略調(diào)整的必要性進(jìn)行了論述；第三部分是佩爾優(yōu)公司蓄能業(yè)務(wù)營銷環(huán)境分析,從行業(yè)發(fā)展宏觀環(huán)境PEST分析,包括政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會文化環(huán)境、技術(shù)環(huán)境、競爭行業(yè)分析、行業(yè)現(xiàn)有競爭分析、公司的競爭優(yōu)勢、公司的競爭劣勢。第四部分是通過佩爾優(yōu)公司的SWOT分析的結(jié)論基礎(chǔ)上對公司營銷戰(zhàn)略的確定、目標(biāo)市場的細(xì)分及選擇以及公司市場的定位做了分析,同時制定了公司的營銷策略方案,并對營銷戰(zhàn)略方案實施保障措施進(jìn)行了詳細(xì)的描述和分析探討。
[Abstract]:With the progress of society and the continuous development of national economy, the status and role of energy storage and peak shift in the development of national economy has been paid more and more attention in recent years. The national policy for energy storage peak and valley changes frequently, in which the market competition is particularly fierce, in the face of sudden changes in the market environment and policy environment. The marketing strategy is the core content of strategic management, runs through the whole process of enterprise production and management, is objective existence, is the question that each enterprise must face in the survival. The importance can not be ignored. Enterprises want to maintain good management, survival and development in the fierce competition, it is necessary to closely integrate the development of enterprises with the market environment, and constantly adjust the marketing strategy of enterprises. In order to adapt to the changes and requirements of the market, facing the changes of the external environment, enterprises need to analyze their own operating characteristics and find out the advantages and disadvantages of their own management and development in view of the actual situation of the enterprises at present. In order to improve the competitiveness of the enterprise, the author formulates the marketing strategy of the enterprise with foresight and foresight. This paper focuses on the issue of the marketing strategy of the enterprise and analyzes it from four parts. The first part is the introduction part, from the definition of strategy, the framework structure of enterprise marketing strategy management, strategic management process, strategic analysis tools and methods, "development strategy" domestic research summary, research significance. The research method, the research structure frame carries on the simple elaboration; The second part is the current situation and the existing problems of the Pell-outstanding company's storage business marketing, from the background, the definition of the storage peak regulation, the introduction of the Pellou Company, the necessity of the strategic adjustment of the Perlmerian Company. The third part is the analysis of the marketing environment of the energy storage business of Perlson Company, including the political environment, the economic environment, the social and cultural environment, the technological environment and the competitive industry analysis from the macro environment of industry development PEST. Industry analysis, the company's competitive advantages, the company's competitive disadvantage. 4th part is based on the conclusion of Perger's SWOT analysis of the company's marketing strategy. The segmentation and selection of the target market and the positioning of the company's market are analyzed. At the same time, the marketing strategy scheme of the company is formulated, and the implementation of the safeguard measures of the marketing strategy scheme is described and analyzed in detail.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 蘇瑞雄;;電力市場營銷中存在的問題及強(qiáng)化對策的分析[J];廣東科技;2008年16期

2 曾黎黎;粘中元;;電力市場營銷策略探究[J];黑龍江科技信息;2009年03期

3 張金蘭;;電力市場營銷存在的問題分析及解決對策[J];民營科技;2009年12期

4 王書祺;;新時代背景下電力市場營銷不良風(fēng)險及對策[J];黑龍江科技信息;2013年32期

5 吳憲和;;把營銷做成文化[J];市場營銷導(dǎo)刊;2004年01期

6 張建;;電力企業(yè)對電力市場營銷策略的研究[J];現(xiàn)代營銷(學(xué)苑版);2010年10期

7 高潔;劉婷婷;;淺析電力市場營銷策略[J];中國電力教育;2010年01期

8 屠梅艷;;淺談我國電力市場營銷的風(fēng)險[J];科技資訊;2011年32期

相關(guān)碩士學(xué)位論文 前8條

1 丁健;湖南省電力公司市場營銷戰(zhàn)略[D];湖南大學(xué);2003年

2 吉濤;重慶用電市場細(xì)分及電力營銷策略研究[D];重慶大學(xué);2003年

3 楊勇;電力市場營銷及其客戶關(guān)系管理研究[D];武漢大學(xué);2004年

4 余濱;電力市場中市場預(yù)測與分析系統(tǒng)的研究[D];東南大學(xué);2004年

5 郝建國;電力市場環(huán)境下市場營銷策略的研究[D];華北電力大學(xué)（河北）;2005年

6 張煒;電力市場營銷理論及實證研究[D];華北電力大學(xué)（北京）;2007年

7 朱紅波;珠海電力市場營銷策略研究[D];華北電力大學(xué)（北京）;2007年

8 龐博;電力市場運(yùn)營理論與模式探討[D];華北電力大學(xué)（北京）;2008年

，

本文編號：1472398