本文選題：火電工程建筑 + 營(yíng)銷定位�。� 參考：《西安理工大學(xué)》2017年碩士論文

【摘要】：隨著國(guó)際國(guó)內(nèi)經(jīng)濟(jì)增長(zhǎng)速度變緩,國(guó)家工業(yè)生產(chǎn)對(duì)電力需求明顯變少,電建行業(yè)作為伴隨經(jīng)濟(jì)發(fā)展的特殊建筑業(yè),行業(yè)環(huán)境直接受到波及。電建行業(yè)中火電工程建筑較風(fēng)電工程與水電工程所受影響最大。在國(guó)內(nèi)政策方面,供給側(cè)改革提出的去產(chǎn)能的需要及前段時(shí)間煤價(jià)的暴漲,對(duì)火力發(fā)電行業(yè)產(chǎn)生了直接影響,進(jìn)而對(duì)火力發(fā)電建筑行業(yè)產(chǎn)生了影響。但同時(shí),隨著“一帶一路”戰(zhàn)略目標(biāo)的推進(jìn),又為國(guó)內(nèi)火電工程建筑行業(yè)帶來(lái)了新的發(fā)展機(jī)遇。在宏觀和中觀環(huán)境發(fā)生巨大變化的今天,對(duì)國(guó)內(nèi)火電工程建筑企業(yè)的營(yíng)銷策略不斷提出新的要求。本文以新疆今日建筑工程有限公司為研究對(duì)象,通過(guò)對(duì)公司具體營(yíng)業(yè)情況的調(diào)查和管理層訪談,對(duì)新疆今日建筑工程有限公司當(dāng)前的營(yíng)銷現(xiàn)狀進(jìn)行了分析,總結(jié)出了公司當(dāng)前營(yíng)銷方面存在的問(wèn)題。首先,本文基于傳統(tǒng)營(yíng)銷學(xué)理論,從宏觀環(huán)境和微觀環(huán)境的視角,研究新疆今日建筑工程有限公司所面對(duì)的市場(chǎng)環(huán)境和企業(yè)自身的發(fā)展?fàn)顩r,并運(yùn)用SWOT模型,結(jié)合之前的環(huán)境分析,梳理出新疆今日建筑工程有限公司發(fā)展中的機(jī)會(huì)、威脅、優(yōu)勢(shì)和劣勢(shì)。在此基礎(chǔ)上,研究火電工程建筑的企業(yè)細(xì)分市場(chǎng),根據(jù)新疆今日建筑工程有限公司的特點(diǎn)和優(yōu)勢(shì),確定目標(biāo)市場(chǎng),進(jìn)行市場(chǎng)定位。最終,本文根據(jù)之前的各項(xiàng)分析,重點(diǎn)制定了新疆今日建筑工程有限公司的4P策略,并提出了切實(shí)有效的實(shí)施建議。本文通過(guò)新疆今日建筑工程有限公司的營(yíng)銷環(huán)境分析,運(yùn)用STP分析,通過(guò)市場(chǎng)細(xì)分結(jié)合企業(yè)產(chǎn)品特點(diǎn)合理選擇出了企業(yè)的目標(biāo)市場(chǎng),依據(jù)企業(yè)的市場(chǎng)定位制定了營(yíng)銷策略,并且提出了有效的實(shí)施建議,對(duì)公司未來(lái)營(yíng)銷水平的提高具有一定參考價(jià)值,也對(duì)其他企業(yè)火電工程建筑在現(xiàn)有環(huán)境中的發(fā)展有一定的參考價(jià)值。
[Abstract]:With the slowdown of the international and domestic economic growth, the demand for electricity in national industrial production is obviously reduced. As a special construction industry with economic development, the industry environment is directly affected. Thermal power construction is more affected than wind and hydropower projects in power construction industry. In the aspect of domestic policy, the demand of deproduction capacity put forward by supply-side reform and the sharp rise of coal price in a period of time have a direct impact on the thermal power industry, and then have an impact on the thermal power construction industry. But at the same time, with the promotion of Belt and Road's strategic goal, it brings new development opportunities for domestic thermal power engineering construction industry. With the great changes of macro and meso environment, new requirements are put forward for the marketing strategy of domestic thermal power engineering construction enterprises. This paper takes Xinjiang Today Construction Engineering Co., Ltd as the research object, analyzes the current marketing situation of Xinjiang Today Construction Engineering Co., Ltd through the investigation of the company's specific business situation and management interviews. Summed up the company's current marketing problems. First of all, based on the traditional marketing theory, from the perspective of macro and micro environment, this paper studies the market environment faced by Xinjiang Construction Engineering Co., Ltd and the development of the enterprise itself, and applies the SWOT model. Combined with the previous environmental analysis, this paper combs out the opportunities, threats, strengths and weaknesses in the development of Xinjiang Today Construction Engineering Co., Ltd. On this basis, the enterprise subdivision market of thermal power engineering construction is studied. According to the characteristics and advantages of Xinjiang Today Construction Engineering Co., Ltd, the target market is determined and the market positioning is carried out. Finally, according to the previous analysis, this paper mainly formulates the 4P strategy of Xinjiang Today Construction Engineering Co., Ltd, and puts forward some practical and effective suggestions. Based on the analysis of the marketing environment of Xinjiang Today Construction Engineering Co., Ltd. And the STP analysis, this paper reasonably selects the target market of the enterprise by combining the market segmentation with the characteristics of the enterprise products, and formulates the marketing strategy according to the market position of the enterprise. And put forward the effective implementation suggestion, which has certain reference value to the company's future marketing level enhancement, but also has certain reference value to the other enterprise thermal power engineering construction development in the existing environment.
【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.92;F274

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