【摘要】：河南亞太能源科技股份有限公司(以下簡(jiǎn)稱亞太能源)成立于1996年,是一家從事城市垃圾綜合處理設(shè)備研發(fā)、生產(chǎn)、銷售為一體的專業(yè)化公司。近年來(lái),借助國(guó)家和社會(huì)對(duì)環(huán)保事業(yè)投入的進(jìn)一步加大和不斷的市場(chǎng)開(kāi)拓,公司得以迅速發(fā)展壯大,建成了年產(chǎn)300臺(tái)(套)環(huán)保設(shè)備、5萬(wàn)噸生物柴油的生產(chǎn)基地,實(shí)現(xiàn)了可持續(xù)發(fā)展。但隨著國(guó)外環(huán)保巨頭和大型國(guó)企逐步進(jìn)入國(guó)內(nèi)環(huán)保設(shè)備制造領(lǐng)域,公司正面臨越來(lái)越大的市場(chǎng)競(jìng)爭(zhēng)。當(dāng)前,如何加強(qiáng)市場(chǎng)營(yíng)銷管理,已經(jīng)成為公司面臨的重大課題。因此,對(duì)公司的產(chǎn)品進(jìn)行營(yíng)銷策略研究,對(duì)提高公司經(jīng)濟(jì)效益,實(shí)現(xiàn)企業(yè)營(yíng)銷資源效益最大化意義重大。本文首先就亞太能源的營(yíng)銷現(xiàn)狀進(jìn)行剖析,通過(guò)對(duì)其內(nèi)外部環(huán)境分析,找出其優(yōu)劣勢(shì)和市場(chǎng)營(yíng)銷模式的主要問(wèn)題,進(jìn)而根據(jù)這些問(wèn)題給出相應(yīng)的市場(chǎng)營(yíng)銷策略建議。本文的研究有助于亞太能源在復(fù)雜多變的市場(chǎng)環(huán)境中獲得主動(dòng),有效地利用公司各項(xiàng)資源,避免人力、物力的浪費(fèi)。中小民營(yíng)企業(yè)作為環(huán)保設(shè)備制造的先行者,很多和亞太能源一樣,面臨市場(chǎng)份額不斷被跨國(guó)巨頭和大型國(guó)企擠壓的困難局面,本文提供的比較全面的中小企業(yè)環(huán)保設(shè)備營(yíng)銷思路和營(yíng)銷策略制定技巧,對(duì)它們也有一定的參考價(jià)值。在本文中,通過(guò)引用經(jīng)典的營(yíng)銷分析工具,如PEST模型、SWOT分析模型和波特五力競(jìng)爭(zhēng)模型,分析了亞太能源主要的優(yōu)劣勢(shì),進(jìn)而引用STP戰(zhàn)略和4P營(yíng)銷策略組合來(lái)制定亞太能源的營(yíng)銷策略。本文認(rèn)為亞太能源應(yīng)將有限的資源投入到產(chǎn)品、渠道以及促銷上來(lái),產(chǎn)品上要加大科研投入力度,做好成本優(yōu)化,提高設(shè)備質(zhì)量,開(kāi)發(fā)研制新產(chǎn)品。渠道上在鞏固現(xiàn)有傳統(tǒng)渠道的基礎(chǔ)上,大力開(kāi)拓網(wǎng)絡(luò)渠道資源和代理商渠道。促銷上要加強(qiáng)和終端客戶的聯(lián)系,精準(zhǔn)投放廣告,強(qiáng)化品牌的宣傳推廣。希望通過(guò)本文的研究,對(duì)亞太能源今后的經(jīng)營(yíng)思路和營(yíng)銷策略的制定做出有益的探索和幫助,以應(yīng)對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng),實(shí)現(xiàn)跨越式發(fā)展。
[Abstract]:Henan Asia-Pacific Energy Technology Co., Ltd. (hereinafter referred to as Asia-Pacific Energy Co., Ltd.) was founded in 1996, is a professional company engaged in the research and development, production and sales of municipal solid waste comprehensive treatment equipment. In recent years, with the further increase of national and social investment in environmental protection and continuous market development, the company has developed rapidly. The company has built up an annual production base of 300 sets of environmental protection equipment and 50,000 tons of biodiesel, thus achieving sustainable development. However, with foreign environmental giants and large state-owned enterprises gradually entering the domestic manufacturing field of environmental protection equipment, the company is facing an increasing market competition. At present, how to strengthen marketing management has become the company's face. Therefore, it is of great significance to study the marketing strategy of the company's products to improve the company's economic efficiency and maximize the efficiency of marketing resources. Firstly, this paper analyzes the marketing situation of Asia-Pacific energy, finds out its advantages and disadvantages and the main problems of the marketing model through the analysis of its internal and external environment, and then according to the analysis of the marketing situation of Asia-Pacific energy. This study will help Asia-Pacific Energy to take the initiative in the complex and changeable market environment, effectively utilize the company's resources, avoid waste of manpower and material resources. In this paper, the classical marketing analysis tools such as PEST model, SWOT analysis model and Porter's Five-power competition model are cited. This paper analyzes the main advantages and disadvantages of Asia-Pacific energy, and then uses STP strategy and 4P marketing strategy combination to formulate the marketing strategy of Asia-Pacific energy. On the basis of consolidating the existing traditional channels, we should energetically open up the network channel resources and agent channels. On the promotion, we should strengthen the contact with the end-users, put in accurate advertisements, and strengthen the brand promotion. We hope that through this study, we can make a beneficial contribution to the future business ideas and marketing strategies of Asia-Pacific Energy. Explore and help in order to cope with fierce market competition and achieve leapfrog development.
【學(xué)位授予單位】：華中師范大學(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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本文編號(hào)：2207812