發(fā)布時間：2018-06-20 12:10

  本文選題：DCS + 火電市場�。� 參考：《華北電力大學》2015年碩士論文

【摘要】：隨著能源工業(yè)的快速發(fā)展,火電廠對DCS產(chǎn)品的需求日益增加,然而工業(yè)品營銷與消費品營銷有所不同,工業(yè)品營銷是基于B2B的大客戶營銷,有其市場客戶單一,銷售份額大等特點。隨著國內(nèi)外DCS廠商在國內(nèi)火電市場的競爭越來越激烈,火電廠DCS市場營銷策略也隨之改變,并成為新的研究目標,從傳統(tǒng)的“買產(chǎn)品”到“買服務(wù)”的轉(zhuǎn)變,在營銷實踐中,既具有切實的可操作性,又可以保證市場業(yè)務(wù)額的增長。本文首先對市場營銷理論進行了回顧和分析,涉及市場營銷理論、經(jīng)濟學理論、工業(yè)品營銷理論等,主要介紹了了大客戶營銷、服務(wù)營銷、技術(shù)營銷的內(nèi)涵,這為后文的分析打下了理論基礎(chǔ)。然后,本文以Z(中國)公司為例,對Z(中國)公司火電廠DCS產(chǎn)品市場進行分析,并提出其在市場營銷中出現(xiàn)的問題,這為后文提供了豐富的資料,并指明了本文的研究對象。再次是Z(中國)公司的市場宏觀環(huán)境與微觀環(huán)境進行分析,運用PEST分析法和波特五力法及SWOT分析法分析,構(gòu)造SWOT矩陣。最后提出Z(中國)公司在火電廠DCS產(chǎn)品市場營銷戰(zhàn)略和4P策略。本文認為,在當前內(nèi)外部市場環(huán)境的變化下,該公司火電廠DCS產(chǎn)品的營銷策略當強化以技術(shù)為核心,轉(zhuǎn)變產(chǎn)品銷售為服務(wù)增殖銷售,以解決方案營銷為主,以混合營銷模式為基礎(chǔ)的營銷策略。本文通過對Z(中國)公司DCS產(chǎn)品火電市場營銷的分析,提出了Z(中國)公司火電廠DCS產(chǎn)品市場營銷策略。強化以技術(shù)服務(wù)為核心的營銷戰(zhàn)略,對面向技術(shù)服務(wù)營銷的組織機構(gòu)調(diào)整,以技術(shù)服務(wù)為手段提升銷售渠道,并以技術(shù)為先導進行產(chǎn)品創(chuàng)新,還可以技術(shù)為方法培育市場。因此,本文的研究具有較強的理論意義和實踐意義。
[Abstract]:With the rapid development of energy industry, the demand for DCS products in thermal power plants is increasing day by day. However, the marketing of industrial products is different from that of consumer goods. Large sales share and other characteristics. With the increasingly fierce competition between domestic and foreign DCS manufacturers in the domestic thermal power market, the marketing strategy of DCS in thermal power plants has also changed, and become a new research goal, from the traditional "buy products" to "buy services", in the marketing practice, Both have practical operability, but also to ensure the growth of market business volume. This paper first reviews and analyzes the marketing theory, including marketing theory, economics theory, industrial product marketing theory and so on. It mainly introduces the connotation of major customer marketing, service marketing, technology marketing, etc. This laid a theoretical foundation for the following analysis. Then, taking Z( China) Company as an example, this paper analyzes the DCS product market of Z( China) Thermal Power Plant, and puts forward some problems in marketing, which provides abundant information for the following article, and points out the research object of this paper. Thirdly, the market macro-environment and micro-environment of Z( China) Company are analyzed. The SWOT matrix is constructed by using pest analysis, Porter's five-force method and SWOT analysis. Finally, the marketing strategy and 4 P strategy of ZC (China) Company in DCS of thermal power plant are put forward. In this paper, under the change of the current internal and external market environment, the marketing strategy of DCS products in thermal power plants should be strengthened with technology as the core, product sales as service multiplication sales, and solution marketing as the main marketing. Marketing strategy based on mixed marketing model. Based on the analysis of thermal power marketing of DCS products in Z( China) Company, the marketing strategy of DCS products in Z( China) Company is put forward in this paper. We should strengthen the marketing strategy with technology service as the core, adjust the organization and organization oriented to the technology service marketing, promote the marketing channel by the means of technology service, carry on product innovation with technology as the guide, and cultivate the market with technology as the method. Therefore, the study of this paper has strong theoretical and practical significance.
【學位授予單位】：華北電力大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.61

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本文編號：2044213