HP公司高效節(jié)能配電變壓器市場營銷戰(zhàn)略研究
發(fā)布時間：2019-05-18 10:34
【摘要】：隨著經(jīng)濟的高速發(fā)展,能源短缺與環(huán)境惡化已成為制約經(jīng)濟發(fā)展的瓶頸,大力推動節(jié)能技術(shù)進步、推廣應(yīng)用高效節(jié)能產(chǎn)品是節(jié)約能源、保護環(huán)境、維持經(jīng)濟可持續(xù)發(fā)展的必由之路,也是實現(xiàn)國家節(jié)能減排戰(zhàn)略目標的必然選擇。據(jù)統(tǒng)計,配電網(wǎng)損耗約占全網(wǎng)損耗的80%,而配電變壓器損耗約占配電網(wǎng)損耗的60%,在網(wǎng)運行的配電變壓器總數(shù)達1530萬臺,每年配電變壓器損耗高達1755.6億千瓦時,相當(dāng)于三峽電站2013年全年發(fā)電量(約1000億千瓦時)的1.7倍,因此,大力推廣應(yīng)用高效節(jié)能配電變壓器是配電網(wǎng)節(jié)能降耗的的重要措施之一。目前變壓器行業(yè)制造企業(yè)超出2000家,產(chǎn)能過剩超出40%,市場競爭極其慘烈,為獲得市場份額,惡性競爭時常發(fā)生。制造企業(yè)如何結(jié)合自身特點,制定適合自身發(fā)展的市場營銷戰(zhàn)略,贏取市場,拓展盈利,是非常值得研究的重要課題。本文針對配電變壓器制造企業(yè)特別是一些大中型知名變壓器制造企業(yè)市場營銷中存在的問題,分析了市場營銷戰(zhàn)略的概念、特點及制定模式,通過對競爭戰(zhàn)略輪盤、戰(zhàn)略鐘、戰(zhàn)略管理模型等幾種企業(yè)戰(zhàn)略理論的進一步研究,明確了市場營銷戰(zhàn)略與企業(yè)發(fā)展戰(zhàn)略間的關(guān)系和作用。通過對HP公司面臨的內(nèi)部環(huán)境分析,發(fā)現(xiàn)了Hp公司的內(nèi)在優(yōu)勢與不足；通過對HP公司的外部環(huán)境詳細分析,結(jié)合高效節(jié)能配電變壓器上下游產(chǎn)業(yè)鏈的發(fā)展現(xiàn)狀和市場現(xiàn)狀,對未來的市場預(yù)期進行了客觀評估,特別是對市場營銷機會和風(fēng)險分析進行了詳細分析,為準確制定市場營銷戰(zhàn)略奠定了基礎(chǔ)。通過行業(yè)進入與退出壁壘分析,發(fā)現(xiàn)了導(dǎo)致HP公司高效節(jié)能配電變壓器市場份額嚴重下滑的主要因素,進而結(jié)合HP公司的自身條件,確定了HP公司的高效節(jié)能配電變壓器市場營銷戰(zhàn)略目標與定位,并運用SWOT矩陣和博弈論理論對制定的市場營銷戰(zhàn)略目標進行進一步的驗證分析,制定了完善產(chǎn)品結(jié)構(gòu)、轉(zhuǎn)變營銷理念、擴大經(jīng)營規(guī)模、彌補營銷策略不足和強化品牌戰(zhàn)略建設(shè)的組合式高效節(jié)能配電變壓器市場營銷戰(zhàn)略,提出了在充分發(fā)揮HP公司的技術(shù)優(yōu)勢、區(qū)位優(yōu)勢、行業(yè)影響力和管理簡潔高效的綜合優(yōu)勢基礎(chǔ)上,實現(xiàn)到2020年,年生產(chǎn)高效節(jié)能配電變壓器15萬臺、銷售達到13萬臺、年產(chǎn)值突破50億元人民幣、國內(nèi)市場占有率進入前三名、凈利潤達到10%的具體戰(zhàn)略目標。本文結(jié)合作者多年工作經(jīng)驗,通過大量的調(diào)研、數(shù)據(jù)收集和行業(yè)資料整理,提出的研究成果對其他類似知名變壓器制造企業(yè)的市場營銷戰(zhàn)略提升,具有一定的借鑒意義。
[Abstract]:With the rapid development of economy, energy shortage and environmental deterioration have become the bottleneck restricting economic development. Vigorously promoting the progress of energy-saving technology, popularizing and applying efficient energy-saving products is to save energy and protect the environment. The only way to maintain sustainable economic development is also an inevitable choice to achieve the national strategic goal of energy saving and emission reduction. According to statistics, the loss of distribution network accounts for about 80% of the loss of the whole network, while the loss of distribution transformer accounts for about 60% of the loss of distribution network. The total number of distribution transformers operating in the network is 15.3 million, and the loss of distribution transformer is as high as 175.56 billion kilowatt-hours per year. It is equivalent to 1.7 times of the annual power generation of the three Gorges Power Station in 2013 (about 100 billion kilowatt hours). Therefore, it is one of the important measures to popularize the application of high efficiency and energy saving distribution transformers to save energy and reduce consumption in distribution networks. At present, there are more than 2000 manufacturing enterprises in transformer industry, and the overcapacity exceeds 40%. The market competition is extremely fierce. In order to obtain market share, vicious competition often occurs. How to combine their own characteristics, formulate marketing strategy suitable for their own development, win the market and expand profits is an important topic worthy of study. In view of the problems existing in the marketing of distribution transformer manufacturing enterprises, especially some large and medium-sized well-known transformer manufacturing enterprises, this paper analyzes the concept, characteristics and formulation mode of marketing strategy, through the competitive strategic roulette and strategic clock. The further research of several enterprise strategy theories, such as strategic management model, clarifies the relationship and function between marketing strategy and enterprise development strategy. Through the analysis of the internal environment faced by HP Company, the inherent advantages and disadvantages of Hp Company are found. Through the detailed analysis of the external environment of HP Company, combined with the development status and market situation of the upstream and downstream industrial chain of high efficiency energy saving distribution transformer, the future market expectation is objectively evaluated. In particular, the marketing opportunities and risk analysis are analyzed in detail, which lays the foundation for the accurate formulation of marketing strategy. Through the analysis of barriers to entry and exit of the industry, the main factors leading to the serious decline of the market share of high efficiency and energy saving distribution transformers in HP Company are found, and then combined with the conditions of HP Company, The marketing strategic goal and position of high efficiency and energy saving distribution transformer of HP Company are determined, and the marketing strategic goal is further verified and analyzed by using SWOT matrix and game theory, and the product structure is worked out. The marketing strategy of combined high efficiency and energy saving distribution transformer is to change the marketing concept, expand the management scale, make up for the shortage of marketing strategy and strengthen the brand strategic construction, and puts forward the marketing strategy of giving full play to the technical advantages and location advantages of HP company. On the basis of the comprehensive advantages of industry influence and simple and efficient management, by 2020, 150000 high efficiency and energy saving distribution transformers will be produced annually, 130000 units will be sold, the annual output value will exceed 5 billion yuan, and the domestic market share will enter the top three. Net profit reaches the specific strategic target of 10%. Based on the author's many years of working experience, through a large number of research, data collection and industry data collation, the research results put forward in this paper have certain reference significance for the promotion of marketing strategy of other similar well-known transformer manufacturing enterprises.
【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】：2015
【分類號】：F274;F426.61
本文編號：2479922
[Abstract]:With the rapid development of economy, energy shortage and environmental deterioration have become the bottleneck restricting economic development. Vigorously promoting the progress of energy-saving technology, popularizing and applying efficient energy-saving products is to save energy and protect the environment. The only way to maintain sustainable economic development is also an inevitable choice to achieve the national strategic goal of energy saving and emission reduction. According to statistics, the loss of distribution network accounts for about 80% of the loss of the whole network, while the loss of distribution transformer accounts for about 60% of the loss of distribution network. The total number of distribution transformers operating in the network is 15.3 million, and the loss of distribution transformer is as high as 175.56 billion kilowatt-hours per year. It is equivalent to 1.7 times of the annual power generation of the three Gorges Power Station in 2013 (about 100 billion kilowatt hours). Therefore, it is one of the important measures to popularize the application of high efficiency and energy saving distribution transformers to save energy and reduce consumption in distribution networks. At present, there are more than 2000 manufacturing enterprises in transformer industry, and the overcapacity exceeds 40%. The market competition is extremely fierce. In order to obtain market share, vicious competition often occurs. How to combine their own characteristics, formulate marketing strategy suitable for their own development, win the market and expand profits is an important topic worthy of study. In view of the problems existing in the marketing of distribution transformer manufacturing enterprises, especially some large and medium-sized well-known transformer manufacturing enterprises, this paper analyzes the concept, characteristics and formulation mode of marketing strategy, through the competitive strategic roulette and strategic clock. The further research of several enterprise strategy theories, such as strategic management model, clarifies the relationship and function between marketing strategy and enterprise development strategy. Through the analysis of the internal environment faced by HP Company, the inherent advantages and disadvantages of Hp Company are found. Through the detailed analysis of the external environment of HP Company, combined with the development status and market situation of the upstream and downstream industrial chain of high efficiency energy saving distribution transformer, the future market expectation is objectively evaluated. In particular, the marketing opportunities and risk analysis are analyzed in detail, which lays the foundation for the accurate formulation of marketing strategy. Through the analysis of barriers to entry and exit of the industry, the main factors leading to the serious decline of the market share of high efficiency and energy saving distribution transformers in HP Company are found, and then combined with the conditions of HP Company, The marketing strategic goal and position of high efficiency and energy saving distribution transformer of HP Company are determined, and the marketing strategic goal is further verified and analyzed by using SWOT matrix and game theory, and the product structure is worked out. The marketing strategy of combined high efficiency and energy saving distribution transformer is to change the marketing concept, expand the management scale, make up for the shortage of marketing strategy and strengthen the brand strategic construction, and puts forward the marketing strategy of giving full play to the technical advantages and location advantages of HP company. On the basis of the comprehensive advantages of industry influence and simple and efficient management, by 2020, 150000 high efficiency and energy saving distribution transformers will be produced annually, 130000 units will be sold, the annual output value will exceed 5 billion yuan, and the domestic market share will enter the top three. Net profit reaches the specific strategic target of 10%. Based on the author's many years of working experience, through a large number of research, data collection and industry data collation, the research results put forward in this paper have certain reference significance for the promotion of marketing strategy of other similar well-known transformer manufacturing enterprises.
【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】：2015
【分類號】：F274;F426.61
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