本文選題：長江環(huán)保　切入點(diǎn)：環(huán)保產(chǎn)業(yè)　出處：《西南交通大學(xué)》2015年碩士論文

【摘要】：進(jìn)入21世紀(jì)后,全球環(huán)保產(chǎn)業(yè)開始進(jìn)入飛速發(fā)展階段,是我國革新和調(diào)整產(chǎn)業(yè)結(jié)構(gòu)的重要目標(biāo)和關(guān)鍵,并逐漸成為支撐產(chǎn)業(yè)提升經(jīng)濟(jì)效益的重要力量。2010年9月,國務(wù)院將節(jié)能環(huán)保產(chǎn)業(yè)定位為七大戰(zhàn)略新興產(chǎn)業(yè)之首,據(jù)國家每五年制定的發(fā)展規(guī)劃,“十二五”期間,我國的環(huán)保產(chǎn)業(yè)的相關(guān)投資會超過三千億元,而“十一五”期間環(huán)保產(chǎn)業(yè)投資才16000億元。由此可見,中國節(jié)能環(huán)保產(chǎn)業(yè)以年均15%-17%的速度迅速發(fā)展。長江環(huán)保股份有限公司作為廣東省及國家環(huán)保骨干企業(yè),香港和大陸兩地上市公司,過去幾年來一直保持著快速的增長,在工業(yè)廢物收集和資源化業(yè)務(wù)領(lǐng)域取得了很好的成績。然而,隨著規(guī)模的不斷擴(kuò)大,公司想要得到進(jìn)一步的發(fā)展,必須對本公司的市場競爭狀況進(jìn)行分析,并且明確其的市場營銷戰(zhàn)略是很有必要的。本文從市場營銷的研究現(xiàn)狀和我國環(huán)保行業(yè)整體發(fā)展概況入手,對長江環(huán)保的發(fā)展歷程、組織結(jié)構(gòu)、主營業(yè)務(wù)和技術(shù)水平等進(jìn)行了介紹,并運(yùn)用PEST分析方法對公司的政治、經(jīng)濟(jì)、社會和技術(shù)進(jìn)行分析,運(yùn)用波特五力模型分析方法對公司的供方、買方、替代品、現(xiàn)有競爭者和潛在競爭者進(jìn)行了分析。在此基礎(chǔ)上,本文分析了長江環(huán)保目前在營銷管理中的各種弊端,市場營銷組合策略分析,以成為產(chǎn)業(yè)鏈最完善、經(jīng)營資質(zhì)最齊全、服務(wù)內(nèi)容最全面的綜合環(huán)保服務(wù)商。本文的研究雖然只針對特定的公司,但對長江環(huán)保公司的實證研究,分析其市場情況,戰(zhàn)略和營銷組合策略的思路對同類型企業(yè)也有一定的借鑒意義和參考價值。
[Abstract]:After entering the 21st century, the global environmental protection industry has begun to enter the stage of rapid development, which is the important goal and key to reform and adjust the industrial structure of our country, and has gradually become an important force to support the industry to enhance the economic benefits. The State Council has positioned the energy conservation and environmental protection industry as the first of the seven strategic emerging industries. According to the development plan formulated by the state every five years, during the 12th Five-Year Plan, the related investment in China's environmental protection industry will exceed 300 billion yuan. The investment in the environmental protection industry during the 11th Five-Year Plan period was only 1.6 trillion yuan. This shows that China's energy-saving and environmental protection industry is developing rapidly at an average annual rate of 15 to 17 percent. The Yangtze River Environmental Protection Co., Ltd. is the backbone environmental protection enterprise in Guangdong Province and the state. Companies listed in Hong Kong and the mainland have enjoyed rapid growth over the past few years and have achieved good results in industrial waste collection and recycling. However, as the scale continues to grow, If the company wants to develop further, it must analyze the market competition of the company. And it is very necessary to define its marketing strategy. This paper starts with the research status of marketing and the overall development of environmental protection industry in China, and analyzes the development course and organizational structure of environmental protection in the Yangtze River. The main business and technical level are introduced, and the politics, economy, society and technology of the company are analyzed by using PEST analysis method, and the supplier, buyer and substitute of the company are analyzed by Porter's five-force model. On the basis of the analysis of the existing competitors and potential competitors, this paper analyzes the shortcomings of the Yangtze environmental protection in marketing management, marketing combination strategy analysis, in order to become the most perfect industry chain, the most complete management qualifications, The most comprehensive integrated environmental protection service provider. Although the research in this paper is only aimed at specific companies, the empirical study of the Yangtze River environmental protection company is to analyze its market situation. The thinking of strategy and marketing combination strategy also has certain reference significance and reference value for the same type of enterprises.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：X324;F274

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