【摘要】：環(huán)保產(chǎn)業(yè)是為防治污染、改善生態(tài)環(huán)境、保護(hù)資源提供物質(zhì)基礎(chǔ)和技術(shù)保障的產(chǎn)業(yè)。國家對(duì)環(huán)保的高度重視政策吸引了大量投資者進(jìn)入這一行業(yè),加之國外大型企業(yè)也來搶占市場,使得脫硫除塵行業(yè)變得高度不確定,對(duì)抗環(huán)境越發(fā)激烈。企業(yè)在這樣的嚴(yán)峻形勢(shì)下,要想占據(jù)競爭優(yōu)勢(shì)擊敗競爭對(duì)手,僅僅依靠以往的經(jīng)驗(yàn)和環(huán)境變化所提供的機(jī)會(huì)獲取成功就顯得十分困難,根本無法鞏固和發(fā)展原有的競爭優(yōu)勢(shì),企業(yè)必須用新思想、新方法進(jìn)行市場營銷戰(zhàn)略決策、未來選擇和確定全新的營銷管理模式,必須掌握和運(yùn)用博弈的理論和方法——市場營銷戰(zhàn)略管理,把其作為公司管理的中心問題,將公司整體營銷納入戰(zhàn)略管理軌道。通過HJ公司目標(biāo)市場購買行為分析,確定了區(qū)域確定目標(biāo)市場戰(zhàn)略有山東本地、京津冀地區(qū)、東北地區(qū)以及西北地區(qū)。在行業(yè)戰(zhàn)略定位上主要是電力行業(yè)、冶金行業(yè)、建材行業(yè)、煤炭行業(yè)、鋼鐵行業(yè)、石油化工行業(yè)以及水泥行業(yè)等行業(yè),其營銷戰(zhàn)略定位就是——質(zhì)高價(jià)廉,優(yōu)質(zhì)服務(wù)。并構(gòu)建以環(huán)保技術(shù)為先導(dǎo)的企業(yè)立足戰(zhàn)略,以環(huán)保服務(wù)為支柱的差異化市場戰(zhàn)略,以質(zhì)量為核心的品牌戰(zhàn)略,培育以脫硫除塵、除塵、脫硫脫硝以及污水處理為主導(dǎo)的優(yōu)勢(shì)產(chǎn)業(yè)。在HJ公司市場營銷策略及保障措施主要有：HJ公司產(chǎn)品策略,包括開發(fā)脫氮環(huán)保產(chǎn)品,開發(fā)氨法脫硫技術(shù)；在分銷策略方面包括市場開發(fā)以及廠家直銷和代理銷售；在價(jià)格策略上可根據(jù)直接買方與代理商購貨數(shù)量的差異,實(shí)施返利策略,給予小幅的定價(jià)優(yōu)惠：在服務(wù)策略方面包括開發(fā)環(huán)保技術(shù)咨詢、轉(zhuǎn)移和服務(wù)業(yè)務(wù)；服務(wù)差異化策略。最后得出了HJ公司市場營銷戰(zhàn)略實(shí)施的技術(shù)保障、質(zhì)量保障、價(jià)格保障以及服務(wù)保障等措施。
[Abstract]:Environmental protection industry is an industry that provides material basis and technical guarantee for pollution prevention, ecological environment improvement and resource protection. The country's policy of attaching great importance to environmental protection has attracted a large number of investors to enter the industry, and foreign large enterprises have also come to seize the market, which makes the desulfurization and dust removal industry highly uncertain, and the confrontation environment is becoming more and more fierce. In such a severe situation, if enterprises want to occupy competitive advantage to defeat their competitors, it is very difficult to obtain success only by relying on the past experience and the opportunity provided by the changes in the environment. It is simply impossible to consolidate and develop the original competitive advantage. Enterprises must use new ideas and methods to make marketing strategic decisions, choose and determine new marketing management models in the future, and must master and apply the theory and method of game theory and marketing strategic management. Regard it as the central problem of company management, bring the whole marketing into the strategic management track. Through the analysis of the target market purchasing behavior of HJ Company, it is determined that the regional target market strategies are Shandong, Beijing, Tianjin and Hebei, Northeast China and Northwest China. In the industry strategic positioning is mainly electric power industry, metallurgical industry, building materials industry, coal industry, steel industry, petrochemical industry and cement industry and other industries, its marketing strategy positioning is-high quality and low price, high quality service. And build the enterprise based on environmental protection technology as the leading strategy, environmental protection service as the pillar of the differentiated market strategy, quality as the core of the brand strategy to foster desulfurization and dust removal, Desulphurization and denitrification as well as sewage treatment as the dominant industry. The marketing strategy and guarantee measures of HJ company are as follows: product strategy of HJ company, including development of denitrification and environmental protection products, development of ammonia desulphurization technology, distribution strategy including market development and direct marketing and agent sales of manufacturers; According to the difference of the purchase quantity between the direct buyer and the agent, we can implement the rebate strategy and give the small price preference: in the service strategy, we can develop the environmental protection technical consultation, transfer and service business, and the service differentiation strategy. Finally, the technical guarantee, quality guarantee, price guarantee and service guarantee of HJ marketing strategy are obtained.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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