【摘要】：“十二五”期間,我國電力基本建設(shè)將繼續(xù)保持較大的投資規(guī)模,配電網(wǎng)投資將逐步加大,這樣的發(fā)展趨勢(shì),必將帶動(dòng)互感器企業(yè)的大規(guī)模爆發(fā)式發(fā)展,也必將帶來互感器企業(yè)的激烈競爭。新一輪的市場機(jī)遇面前,企業(yè)如何領(lǐng)先競爭對(duì)手獲取更大的市場空間,占據(jù)有利的市場高地,是每個(gè)互感器企業(yè)追求的目標(biāo)。因此對(duì)互感器企業(yè)的營銷策略進(jìn)行研究具有非常重要的現(xiàn)實(shí)意義。 本文從彩橋互感器市場營銷工作出發(fā),運(yùn)用現(xiàn)代管理學(xué)理論和市場營銷理論,結(jié)合彩橋互感器實(shí)際和實(shí)戰(zhàn)營銷經(jīng)驗(yàn),首先分析了彩橋互感器在營銷過程中存在的問題,對(duì)彩橋互感器現(xiàn)有的營銷模式和營銷能力進(jìn)行了剖析、找出不足,運(yùn)用PEST-5F的方式分析彩橋互感器所面臨的環(huán)境,采用SWOT分析方法,分析了彩橋互感器的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅。在此基礎(chǔ)上對(duì)彩橋互感器市場進(jìn)行了市場細(xì)分、目標(biāo)市場選擇與市場定位。然后根據(jù)彩橋互感器原有營銷體系的優(yōu)勢(shì)和不足,為彩橋互感器制定出了一套科學(xué)、系統(tǒng)的營銷組合策略,為彩橋互感器決策層了解市場、懂得市場、占有市場提供依據(jù),對(duì)企業(yè)未來可持續(xù)性發(fā)展提供借鑒；最后從法人治理結(jié)構(gòu)、組織結(jié)構(gòu)、信息結(jié)構(gòu)、政策激勵(lì)機(jī)制方面為彩橋互感器營銷提出了全面合理的保障體系,該體系有利于推進(jìn)企業(yè)科學(xué)營銷的進(jìn)程及營銷策略的貫徹實(shí)施。
[Abstract]:During the 12th Five-Year Plan period, China's power infrastructure will continue to maintain a large scale of investment, and the distribution network investment will be gradually increased. Such a development trend will certainly lead to large-scale explosive development of transformer enterprises. It will also bring the fierce competition of transformer enterprises. In the face of the new round of market opportunities, it is the goal that every transformer enterprise pursues how to gain more market space and occupy favorable market heights by leading competitors. Therefore, it is of great practical significance to study the marketing strategy of transformer enterprises. Starting from the marketing work of color bridge transformer, using modern management theory and marketing theory, combining the actual and actual marketing experience of color bridge transformer, this paper first analyzes the problems existing in the marketing process of color bridge transformer. This paper analyzes the current marketing mode and marketing ability of the color bridge transformer, finds out the deficiency, analyzes the environment of the color bridge transformer by using the PEST-5F method, and analyzes the advantages, disadvantages and opportunities of the color bridge transformer by using the SWOT analysis method. A threat. On this basis, the market segmentation, target market selection and market positioning are carried out. Then, according to the advantages and disadvantages of the original marketing system of the color bridge transformer, a set of scientific and systematic marketing combination strategies are formulated for the color bridge transformer, which provides the basis for the decision makers of the color bridge transformer to understand the market, and occupy the market. To provide reference for the sustainable development of enterprises in the future; Finally, from the aspects of corporate governance structure, organization structure, information structure and policy incentive mechanism, the paper puts forward a comprehensive and reasonable guarantee system for the marketing of Caiqiao Transformer, which is conducive to promoting the process of scientific marketing and the implementation of marketing strategy.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.6

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