本文關(guān)鍵詞： 佩爾優(yōu) 營(yíng)銷 戰(zhàn)略 調(diào)整　出處：《西南交通大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會(huì)的進(jìn)步和國(guó)民經(jīng)濟(jì)不斷的發(fā)展,我國(guó)的蓄能移峰事業(yè)在國(guó)民經(jīng)濟(jì)發(fā)展中的地位和作用日漸受到人們的關(guān)注。近幾年,國(guó)家對(duì)于蓄能移峰填谷的政策變化頻繁,在此變化當(dāng)中市場(chǎng)競(jìng)爭(zhēng)尤為激烈,面對(duì)風(fēng)云突變的市場(chǎng)環(huán)境和政策環(huán)境,蓄能移峰企業(yè)生存受到了嚴(yán)峻的挑戰(zhàn)。營(yíng)銷戰(zhàn)略是戰(zhàn)略管理的核心內(nèi)容,貫穿企業(yè)生產(chǎn)經(jīng)營(yíng)的全過(guò)程,是客觀存在的,是各企業(yè)在生存中必須要面對(duì)的問(wèn)題,其重要性不容忽視。企業(yè)想在激烈的競(jìng)爭(zhēng)中保持良好的經(jīng)營(yíng)以及生存與發(fā)展,就需要企業(yè)發(fā)展與市場(chǎng)的環(huán)境緊密地結(jié)合起來(lái),不斷地調(diào)整企業(yè)營(yíng)銷戰(zhàn)略,以適應(yīng)市場(chǎng)的變化和要求。面對(duì)外部環(huán)境的變化,企業(yè)需要針對(duì)于目前企業(yè)的實(shí)際情況,分析自身經(jīng)營(yíng)特點(diǎn),找出自身經(jīng)營(yíng)發(fā)展的優(yōu)勢(shì)和劣勢(shì),以高瞻遠(yuǎn)矚發(fā)展的眼光來(lái)制定出企業(yè)的營(yíng)銷戰(zhàn)略,來(lái)提高企業(yè)自身的競(jìng)爭(zhēng)力。本文圍繞本企業(yè)營(yíng)銷戰(zhàn)略問(wèn)題,從四個(gè)部分進(jìn)行相關(guān)的闡述分析,第一個(gè)部分是緒論部分,從戰(zhàn)略的定義、企業(yè)營(yíng)銷戰(zhàn)略管理的框架結(jié)構(gòu)、戰(zhàn)略管理過(guò)程、戰(zhàn)略分析工具和方法、“發(fā)展戰(zhàn)略”國(guó)內(nèi)研究綜述、研究意義、研究方法、研究結(jié)構(gòu)框架進(jìn)行簡(jiǎn)單的闡述；第二部分是佩爾優(yōu)公司蓄能業(yè)務(wù)營(yíng)銷現(xiàn)狀及存在問(wèn)題,從背景、蓄能調(diào)峰定義、佩爾優(yōu)公司簡(jiǎn)介、佩爾優(yōu)公司戰(zhàn)略調(diào)整的必要性進(jìn)行了論述；第三部分是佩爾優(yōu)公司蓄能業(yè)務(wù)營(yíng)銷環(huán)境分析,從行業(yè)發(fā)展宏觀環(huán)境PEST分析,包括政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境、技術(shù)環(huán)境、競(jìng)爭(zhēng)行業(yè)分析、行業(yè)現(xiàn)有競(jìng)爭(zhēng)分析、公司的競(jìng)爭(zhēng)優(yōu)勢(shì)、公司的競(jìng)爭(zhēng)劣勢(shì)。第四部分是通過(guò)佩爾優(yōu)公司的SWOT分析的結(jié)論基礎(chǔ)上對(duì)公司營(yíng)銷戰(zhàn)略的確定、目標(biāo)市場(chǎng)的細(xì)分及選擇以及公司市場(chǎng)的定位做了分析,同時(shí)制定了公司的營(yíng)銷策略方案,并對(duì)營(yíng)銷戰(zhàn)略方案實(shí)施保障措施進(jìn)行了詳細(xì)的描述和分析探討。
[Abstract]:With the progress of society and the continuous development of national economy, the status and role of energy storage and peak shift in the development of national economy has been paid more and more attention in recent years. The national policy for energy storage peak and valley changes frequently, in which the market competition is particularly fierce, in the face of sudden changes in the market environment and policy environment. The marketing strategy is the core content of strategic management, runs through the whole process of enterprise production and management, is objective existence, is the question that each enterprise must face in the survival. The importance can not be ignored. Enterprises want to maintain good management, survival and development in the fierce competition, it is necessary to closely integrate the development of enterprises with the market environment, and constantly adjust the marketing strategy of enterprises. In order to adapt to the changes and requirements of the market, facing the changes of the external environment, enterprises need to analyze their own operating characteristics and find out the advantages and disadvantages of their own management and development in view of the actual situation of the enterprises at present. In order to improve the competitiveness of the enterprise, the author formulates the marketing strategy of the enterprise with foresight and foresight. This paper focuses on the issue of the marketing strategy of the enterprise and analyzes it from four parts. The first part is the introduction part, from the definition of strategy, the framework structure of enterprise marketing strategy management, strategic management process, strategic analysis tools and methods, "development strategy" domestic research summary, research significance. The research method, the research structure frame carries on the simple elaboration; The second part is the current situation and the existing problems of the Pell-outstanding company's storage business marketing, from the background, the definition of the storage peak regulation, the introduction of the Pellou Company, the necessity of the strategic adjustment of the Perlmerian Company. The third part is the analysis of the marketing environment of the energy storage business of Perlson Company, including the political environment, the economic environment, the social and cultural environment, the technological environment and the competitive industry analysis from the macro environment of industry development PEST. Industry analysis, the company's competitive advantages, the company's competitive disadvantage. 4th part is based on the conclusion of Perger's SWOT analysis of the company's marketing strategy. The segmentation and selection of the target market and the positioning of the company's market are analyzed. At the same time, the marketing strategy scheme of the company is formulated, and the implementation of the safeguard measures of the marketing strategy scheme is described and analyzed in detail.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.2

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