【摘要】：能源事關(guān)國(guó)家經(jīng)濟(jì)命脈,是國(guó)家國(guó)民經(jīng)濟(jì)持續(xù)發(fā)展的保障。我國(guó)確立了未來(lái)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(jiàn)節(jié)約能源已被提升到我國(guó)基本國(guó)策的高度。目前,我國(guó)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(shì)。在這種背景下,許多節(jié)能產(chǎn)品應(yīng)運(yùn)而生,但由于市場(chǎng)競(jìng)爭(zhēng)激烈,加上一些公司產(chǎn)品價(jià)格定位不合理、營(yíng)銷能力薄弱等,使得節(jié)能產(chǎn)品的市場(chǎng)拓展受到了很大阻礙。因此,探討節(jié)能產(chǎn)品的市場(chǎng)營(yíng)銷策略具有一定的現(xiàn)實(shí)意義。 本文運(yùn)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(chǎng)營(yíng)銷理論和PEST分析、SWOT分析等戰(zhàn)略分析方法,對(duì)空氣能熱泵的營(yíng)銷環(huán)境進(jìn)行了分析,對(duì)KM公司空氣能熱泵進(jìn)行了市場(chǎng)細(xì)分與定位,制定了營(yíng)銷戰(zhàn)略,提出了KM公司空氣能熱泵的市場(chǎng)營(yíng)銷策略及其實(shí)施建議。KM公司空氣能熱泵的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅體現(xiàn)在：技術(shù)優(yōu)勢(shì)、人才優(yōu)勢(shì)和企業(yè)形象優(yōu)勢(shì)；產(chǎn)品拓展能力較弱、投資風(fēng)險(xiǎn)管控能力不強(qiáng)；國(guó)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(jìng)爭(zhēng)激烈、對(duì)具體產(chǎn)品的政策扶持力度不夠。空氣能市場(chǎng)可以細(xì)分為商用市場(chǎng)和家用市場(chǎng)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(jìng)爭(zhēng)定位、消費(fèi)者定位三個(gè)方面闡述了公司產(chǎn)品的市場(chǎng)定位,指出公司空氣能熱泵市場(chǎng)營(yíng)銷應(yīng)采取增長(zhǎng)型戰(zhàn)略。從產(chǎn)品、價(jià)格、渠道、促銷等四個(gè)方面,提出了具體的空氣能熱泵營(yíng)銷策略,針對(duì)提出的營(yíng)銷策略,提出了三個(gè)方面的實(shí)施措施：加強(qiáng)銷售隊(duì)伍建設(shè)；加強(qiáng)營(yíng)銷渠道建設(shè),控制渠道風(fēng)險(xiǎn)；加強(qiáng)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(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.4

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