發(fā)布時(shí)間：2018-01-26 19:33

  本文關(guān)鍵詞： 變壓器 國際市場分析 營銷策略 電力市場 SWOT分析　出處：《華北電力大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著全球工業(yè)市場一體化的快速推進(jìn),輸變電企業(yè)對變壓器產(chǎn)品的需求也日益增加,然而國際上從事變壓器生產(chǎn)的廠商較多,滲透力強(qiáng),競爭越來越激烈,目前國際市場處于壟斷競爭狀態(tài)。我國傳統(tǒng)變壓器生產(chǎn)企業(yè)的產(chǎn)品營銷模式較為保守,已不能滿足在國際市場的市場業(yè)務(wù)開拓需求。因此,我國變壓器生產(chǎn)企業(yè)轉(zhuǎn)變國際市場營銷模式,制定新的國際市場營銷戰(zhàn)略,提高國際市場份額,增強(qiáng)國際競爭力具有重要意義。 本文以同成變壓器公司為例,定位于國際市場,以商業(yè)營銷策劃書的形式,運(yùn)用市場營銷學(xué)、消費(fèi)者行為學(xué)、宏微觀經(jīng)濟(jì)學(xué)、工業(yè)品營銷學(xué)、國際貿(mào)易學(xué)等理論,對該公司變壓器產(chǎn)品的市場營銷、戰(zhàn)略制定、運(yùn)營計(jì)劃等各方面進(jìn)行了系統(tǒng)分析和詳細(xì)研究,優(yōu)化變壓器產(chǎn)品的國際化營銷策略,為該公司贏得全球市場份額、占領(lǐng)國際市場,為企業(yè)的未來發(fā)展奠定良好的基礎(chǔ)。 本文對市場營銷模式設(shè)計(jì)理論進(jìn)行研究,研究了工業(yè)品營銷、國際市場營銷模式、技術(shù)營銷和4P營銷策略等。本文對同成變壓器公司的國際市場的變壓器產(chǎn)品及國際市場營銷策略進(jìn)行分析。首先介紹了企業(yè)及項(xiàng)目概況,進(jìn)行了目標(biāo)市場分析和定位。然后對變壓器行業(yè)市場宏觀環(huán)境和微觀環(huán)境進(jìn)行PEST分析,即分析政策、經(jīng)濟(jì)、社會、技術(shù)等市場因素,分析了市場環(huán)境下,企業(yè)面臨的有利因素和不利因素,總體上可知市場環(huán)境有利于同成發(fā)展。利用SWOT分析工具分析了項(xiàng)目的優(yōu)勢、劣勢、機(jī)會和威脅。然后用波特五力競爭分析模型分析了企業(yè)在變壓器行業(yè)競爭環(huán)境中的競爭力。本文對同成進(jìn)行了市場分析,通過STP營銷對國際變壓器市場進(jìn)行細(xì)分和策略分析,制定了面向中高端市場定位的營銷戰(zhàn)略,面向模式多樣化的混合營銷策略,技術(shù)服務(wù)的營銷戰(zhàn)略和成本驅(qū)動(dòng)的營銷戰(zhàn)略。本文對同成變壓器國際市場營銷策略進(jìn)行部署和實(shí)施,并評估了預(yù)期實(shí)施結(jié)果。本文總結(jié)了同成變壓器國際市場營銷策略改進(jìn)中的可取與不足之處,得出了結(jié)論,并提出了未來我國變壓器在國際化市場的思考。 本文成果通過對同成變壓器公司多年來國際市場營銷策略的案例研究,勢必對同成變壓器公司未來的國際化營銷戰(zhàn)略轉(zhuǎn)型提供支持和幫助；同時(shí),也對于其他變壓器生產(chǎn)企業(yè)占領(lǐng)國際市場,增強(qiáng)企業(yè)市場份額,提高我國高技術(shù)機(jī)電產(chǎn)品同行的國際化推廣提供有益的借鑒。
[Abstract]:With the rapid development of the integration of global industrial market, the demand of power transmission and transformation enterprises for transformer products is increasing day by day. However, there are more and more manufacturers engaged in transformer production in the world, and the competition is becoming more and more intense. At present, the international market is in a state of monopoly and competition. The traditional transformer manufacturing enterprises in our country are conservative in product marketing mode, and can not meet the market development needs in the international market. It is of great significance for the transformer manufacturing enterprises in China to change the international marketing model, formulate new international marketing strategies, increase the international market share and enhance the international competitiveness. This paper takes Tongcheng Transformer Company as an example, positioning in the international market, using marketing, consumer behavior, macroeconomics, industrial marketing in the form of commercial marketing planning book. Based on the theory of international trade, this paper makes a systematic analysis and detailed study on the marketing, strategy formulation and operation plan of transformer products, and optimizes the international marketing strategy of transformer products. For the company to win global market share, occupy the international market, for the future development of the enterprise laid a good foundation. In this paper, the design theory of marketing model is studied, and the industrial product marketing and international marketing model are studied. Technical marketing and 4P marketing strategy etc. This paper analyzes the transformer products and international marketing strategies in the international market of Tongcheng Transformer Company. Firstly, it introduces the general situation of enterprises and projects. Then the market macro-environment and micro-environment of transformer industry are analyzed by PEST, that is, the market factors such as policy, economy, society and technology are analyzed, and the market environment is analyzed. On the whole, the market environment is conducive to the development of the same enterprise. The advantages and disadvantages of the project are analyzed by using the SWOT analysis tool. Opportunities and threats. Then using the Porter five-force competitive analysis model to analyze the competitiveness of enterprises in the transformer industry competitive environment. This paper analyzes the market of Tongcheng. Through the STP marketing to the international transformer market subdivision and strategy analysis, has formulated the middle and high-end market orientation marketing strategy, facing the pattern diversification the mixed marketing strategy. Technical service marketing strategy and cost driven marketing strategy. This paper plans and implements the international marketing strategy of the same transformers. The paper summarizes the advantages and disadvantages in the improvement of international marketing strategy for the same transformers, draws a conclusion, and puts forward some thoughts on the future of China's transformers in the international market. Through the case study on the international marketing strategy of Tongcheng Transformer Company for many years, this paper is bound to provide support and help to the future international marketing strategy transformation of Tongcheng Transformer Company. At the same time, it also provides a useful reference for other transformer manufacturing enterprises to occupy the international market, strengthen the market share of enterprises, and improve the international promotion of high-tech mechanical and electrical products in our country.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.6

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