本文選題：地鐵空調(diào)產(chǎn)品 + SWOT分析�。� 參考：《中國(guó)地質(zhì)大學(xué)(北京)》2012年碩士論文

【摘要】：地下鐵道是解決現(xiàn)代城市交通擁擠問題的有效手段,相比汽車是一種更為低碳、環(huán)保的交通出行方式,今后的二、三十年將是我國(guó)城市地鐵交通發(fā)展的高峰期。地鐵環(huán)境控制系統(tǒng)是整個(gè)地鐵工程的重要組成部分,因此如何優(yōu)化設(shè)計(jì)地鐵環(huán)控系統(tǒng)、節(jié)約能耗、降低環(huán)控系統(tǒng)運(yùn)行費(fèi)用,是非常值得關(guān)注的一個(gè)課題。 筆者通過對(duì)空調(diào)產(chǎn)品在地鐵行業(yè)的市場(chǎng)發(fā)展及應(yīng)用現(xiàn)狀分析,根據(jù)國(guó)家“十二”五規(guī)劃綱要對(duì)地鐵建設(shè)的要求,為空調(diào)企業(yè)如何滿足未來地鐵行業(yè)對(duì)空調(diào)技術(shù)的需求以及實(shí)現(xiàn)綠色低碳的環(huán)保理念、如何實(shí)施產(chǎn)品技術(shù)的革新、如何調(diào)整企業(yè)的營(yíng)銷策略提供一定的理論依據(jù),以便企業(yè)能適應(yīng)新的需求,新的競(jìng)爭(zhēng)。 通過論述,清晰了解空調(diào)產(chǎn)品現(xiàn)在國(guó)內(nèi)技術(shù)運(yùn)用的現(xiàn)狀、不足和改進(jìn)革新的重點(diǎn),同時(shí)借鑒國(guó)外地鐵先進(jìn)技術(shù),通過SWOT分析找出目前產(chǎn)品所處的狀態(tài),找出一種適合地鐵空調(diào)企業(yè)自我發(fā)展的營(yíng)銷策略；為空調(diào)產(chǎn)品在市場(chǎng)上所處的不同時(shí)期、不同狀態(tài)時(shí)所做出的相應(yīng)正確的調(diào)整提供參考。同時(shí)也讓空調(diào)企業(yè)清晰了解國(guó)家政策對(duì)地鐵建設(shè)的必要性以及必然性,根據(jù)全球節(jié)能環(huán)保理念以及國(guó)家鼓勵(lì)扶持的技術(shù)政策,盡快調(diào)整產(chǎn)品技術(shù)研發(fā)方向,加快產(chǎn)品技術(shù)革新,盡快進(jìn)入市場(chǎng)的產(chǎn)品導(dǎo)入期。 本文主要采用的方法是：文獻(xiàn)綜述法、實(shí)地調(diào)研法、定量與定性相結(jié)合。通過運(yùn)用以上研究方法,分析地鐵空調(diào)產(chǎn)品生產(chǎn)企業(yè)的優(yōu)劣勢(shì),機(jī)會(huì)和威脅；產(chǎn)品的研發(fā)方向、產(chǎn)品的運(yùn)行成本及相關(guān)的實(shí)驗(yàn)數(shù)據(jù)來充分論證地鐵空調(diào)產(chǎn)品的技術(shù)革新要點(diǎn)。根據(jù)市場(chǎng)的變化和國(guó)家的政策變化,再分析空調(diào)產(chǎn)品在地鐵行業(yè)的發(fā)展機(jī)遇和挑戰(zhàn)；再綜述國(guó)內(nèi)外的營(yíng)銷的文獻(xiàn),總結(jié)國(guó)內(nèi)外專家對(duì)SWOT分析方法、營(yíng)銷模式、營(yíng)銷組合、營(yíng)銷競(jìng)爭(zhēng)、營(yíng)銷渠道等的理論,最后總結(jié)分析本文研究對(duì)象適用的營(yíng)銷策略,給予了空調(diào)產(chǎn)品在地鐵行業(yè)未來營(yíng)銷策略的改進(jìn)方案。
[Abstract]:Subway is an effective method to solve the problem of modern urban traffic congestion. Compared with the automobile, it is a more low-carbon and environmentally friendly mode of transportation. The next 20 or 30 years will be the peak period for the development of urban subway traffic in China. The subway environment control system is an important part of the whole subway project, so how to optimize the design of the subway environmental control system, save energy consumption, reduce the operating cost of the environmental control system, is a very worthy of attention. Based on the analysis of the market development and application of air conditioning products in the subway industry, according to the requirements of the national "twelve" five year plan outline for subway construction, It provides some theoretical basis for how to meet the needs of air conditioning technology in the future subway industry, how to realize the concept of green and low-carbon environmental protection, how to implement the innovation of product technology, and how to adjust the marketing strategy of the enterprise. So that enterprises can adapt to new needs, new competition. Through the discussion, it is clear to understand the present situation of the domestic technology application, the deficiency and the key point of the improvement and innovation of the air conditioning products. At the same time, we can learn from the advanced technology of the foreign subway and find out the current status of the products through SWOT analysis. To find out a marketing strategy suitable for the self-development of subway air-conditioning enterprises, and to provide a reference for the corresponding correct adjustment of air conditioning products in different periods and different states in the market. At the same time, it also makes air conditioning enterprises understand clearly the necessity and inevitability of national policies for subway construction. According to the concept of global energy conservation and environmental protection and the technical policies encouraged and supported by the state, the direction of product technology research and development should be adjusted as soon as possible so as to speed up the technological innovation of products. Enter the market as soon as possible the product introduction period. The main methods used in this paper are literature review, field investigation, quantitative and qualitative analysis. The advantages and disadvantages, opportunities and threats of subway air conditioning production enterprises, the direction of product research and development, the operating cost of products and relevant experimental data are analyzed to fully demonstrate the main points of technological innovation of subway air conditioning products by using the above research methods. According to the changes of the market and the national policy, this paper analyzes the opportunities and challenges of the development of air conditioning products in the subway industry, summarizes the domestic and foreign marketing literature, summarizes the SWOT analysis methods, marketing models, marketing mix, The theory of marketing competition, marketing channel and so on. Finally, this paper summarizes and analyzes the suitable marketing strategy of the research object, and gives the improvement scheme of the future marketing strategy of air conditioning products in the subway industry.
【學(xué)位授予單位】：中國(guó)地質(zhì)大學(xué)(北京)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F572;F426.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前9條

1 王劍宏;劉新榮;;淺談日本的城市地下空間的開發(fā)與利用[J];地下空間與工程學(xué)報(bào);2006年03期

2 夏正偉;;城市活力空間的延續(xù)與拓展——城市地下空間開發(fā)利用的新思考[J];常州工學(xué)院學(xué)報(bào);2009年03期

3 吳金明;新經(jīng)濟(jì)時(shí)代的“4V”營(yíng)銷組合[J];中國(guó)工業(yè)經(jīng)濟(jì);2001年06期

4 華瑤,王瑞瑛,王海燕;營(yíng)銷渠道開發(fā)策略[J];工業(yè)技術(shù)經(jīng)濟(jì);2002年02期

5 王莉平;;我國(guó)目前城市地下空間開發(fā)中的問題及對(duì)策[J];山西建筑;2011年23期

6 黃體鴻;;企業(yè)營(yíng)銷模式分類比較分析[J];理論月刊;2008年05期

7 薛華培;張偉;;論中等城市地下空間開發(fā)利用的途徑與措施[J];南京工程學(xué)院學(xué)報(bào)(自然科學(xué)版);2007年03期

8 同亞莉;營(yíng)銷渠道的開發(fā)策略[J];企業(yè)管理;2001年03期

9 楊酉文;;后空調(diào)時(shí)代營(yíng)銷模式的轉(zhuǎn)變探析[J];中國(guó)商貿(mào);2011年35期

，

本文編號(hào)：2053827