【摘要】：能源事關(guān)國家經(jīng)濟(jì)命脈,是國家國民經(jīng)濟(jì)持續(xù)發(fā)展的保障。我國確立了未來20年的能源可持續(xù)發(fā)展戰(zhàn)略：“節(jié)能優(yōu)先、結(jié)構(gòu)優(yōu)化、環(huán)境友好”,可見節(jié)約能源已被提升到我國基本國策的高度。目前,我國能源消耗主要是建筑能耗、交通能耗和工業(yè)能耗,建筑能耗由于建筑物數(shù)量的增加和質(zhì)量要求的提升,顯現(xiàn)出快速上升的趨勢。在這種背景下,許多節(jié)能產(chǎn)品應(yīng)運而生,但由于市場競爭激烈,加上一些公司產(chǎn)品價格定位不合理、營銷能力薄弱等,使得節(jié)能產(chǎn)品的市場拓展受到了很大阻礙。因此,探討節(jié)能產(chǎn)品的市場營銷策略具有一定的現(xiàn)實意義。 本文運用文獻(xiàn)分析法、案例分析法、總結(jié)歸納法等研究方法,根據(jù)市場營銷理論和PEST分析、SWOT分析等戰(zhàn)略分析方法,對空氣能熱泵的營銷環(huán)境進(jìn)行了分析,對KM公司空氣能熱泵進(jìn)行了市場細(xì)分與定位,制定了營銷戰(zhàn)略,提出了KM公司空氣能熱泵的市場營銷策略及其實施建議。KM公司空氣能熱泵的優(yōu)勢、劣勢、機(jī)會和威脅體現(xiàn)在：技術(shù)優(yōu)勢、人才優(yōu)勢和企業(yè)形象優(yōu)勢；產(chǎn)品拓展能力較弱、投資風(fēng)險管控能力不強；國家政策支持、行業(yè)發(fā)展前景良好；行業(yè)整體認(rèn)知度低、行業(yè)競爭激烈、對具體產(chǎn)品的政策扶持力度不夠。空氣能市場可以細(xì)分為商用市場和家用市場兩塊,KM公司空氣能熱泵的目標(biāo)客戶主要包括學(xué)校學(xué)生公寓、酒店賓館、桑拿泳池和住宅小區(qū)等等,從產(chǎn)品定位、競爭定位、消費者定位三個方面闡述了公司產(chǎn)品的市場定位,指出公司空氣能熱泵市場營銷應(yīng)采取增長型戰(zhàn)略。從產(chǎn)品、價格、渠道、促銷等四個方面,提出了具體的空氣能熱泵營銷策略,針對提出的營銷策略,提出了三個方面的實施措施：加強銷售隊伍建設(shè)；加強營銷渠道建設(shè),控制渠道風(fēng)險；加強廣告宣傳。
[Abstract]:Energy is related to the national economic lifeline, is the national economic sustainable development of the guarantee. China has established the strategy of energy sustainable development in the next 20 years: "energy conservation first, structure optimization, environment friendly". It can be seen that energy conservation has been promoted to the height of the basic national policy of our country. At present, the energy consumption of our country is mainly building energy consumption, traffic energy consumption and industrial energy consumption. Because of the increase of the building quantity and the improvement of the quality requirement, the building energy consumption shows a rapid rising trend. In this context, many energy-saving products emerged as the times require. However, due to the fierce market competition, the unreasonable price positioning and weak marketing ability of some companies, the market expansion of energy-saving products has been greatly hindered. Therefore, the discussion of energy-saving products marketing strategy has a certain practical significance. In this paper, the marketing environment of air-energy heat pump is analyzed according to the marketing theory, PEST analysis, SWOT analysis and other strategic analysis methods, such as literature analysis, case analysis, induction method and so on. The market segmentation and positioning of air-energy heat pump of KM company are carried out, the marketing strategy of air-energy heat pump of KM company is formulated, the marketing strategy and implementation suggestion of air-energy heat pump of KM company are put forward. The advantages and disadvantages of air-energy heat pump of KM company are discussed. Opportunities and threats are reflected in: technical advantages, talent advantages and corporate image advantages; The product development ability is weak, the investment risk control ability is not strong; the national policy support, the industry development prospect is good; the overall recognition degree of the industry is low, the industry competition is fierce, and the policy support for specific products is insufficient. The air energy market can be divided into commercial market and household market. The target customers of KM's air energy heat pump mainly include school student apartment, hotel and hotel, sauna pool and residential district, etc., from product positioning, competitive positioning, and so on. This paper expounds the market orientation of the company's products in three aspects, and points out that the growth strategy should be adopted in the air energy heat pump marketing of the company. From four aspects, such as product, price, channel and promotion, this paper puts forward the concrete marketing strategy of air energy heat pump, and puts forward three implementation measures: strengthening the construction of sales force; Strengthen marketing channel construction, control channel risk; strengthen advertising publicity.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.4

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