本文關(guān)鍵詞： 變壓器 國(guó)際市場(chǎng)分析 營(yíng)銷策略 電力市場(chǎng) SWOT分析　出處：《華北電力大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著全球工業(yè)市場(chǎng)一體化的快速推進(jìn),輸變電企業(yè)對(duì)變壓器產(chǎn)品的需求也日益增加,然而國(guó)際上從事變壓器生產(chǎn)的廠商較多,滲透力強(qiáng),競(jìng)爭(zhēng)越來(lái)越激烈,目前國(guó)際市場(chǎng)處于壟斷競(jìng)爭(zhēng)狀態(tài)。我國(guó)傳統(tǒng)變壓器生產(chǎn)企業(yè)的產(chǎn)品營(yíng)銷模式較為保守,已不能滿足在國(guó)際市場(chǎng)的市場(chǎng)業(yè)務(wù)開(kāi)拓需求。因此,我國(guó)變壓器生產(chǎn)企業(yè)轉(zhuǎn)變國(guó)際市場(chǎng)營(yíng)銷模式,制定新的國(guó)際市場(chǎng)營(yíng)銷戰(zhàn)略,提高國(guó)際市場(chǎng)份額,增強(qiáng)國(guó)際競(jìng)爭(zhēng)力具有重要意義。 本文以同成變壓器公司為例,定位于國(guó)際市場(chǎng),以商業(yè)營(yíng)銷策劃書(shū)的形式,運(yùn)用市場(chǎng)營(yíng)銷學(xué)、消費(fèi)者行為學(xué)、宏微觀經(jīng)濟(jì)學(xué)、工業(yè)品營(yíng)銷學(xué)、國(guó)際貿(mào)易學(xué)等理論,對(duì)該公司變壓器產(chǎn)品的市場(chǎng)營(yíng)銷、戰(zhàn)略制定、運(yùn)營(yíng)計(jì)劃等各方面進(jìn)行了系統(tǒng)分析和詳細(xì)研究,優(yōu)化變壓器產(chǎn)品的國(guó)際化營(yíng)銷策略,為該公司贏得全球市場(chǎng)份額、占領(lǐng)國(guó)際市場(chǎng),為企業(yè)的未來(lái)發(fā)展奠定良好的基礎(chǔ)。 本文對(duì)市場(chǎng)營(yíng)銷模式設(shè)計(jì)理論進(jìn)行研究,研究了工業(yè)品營(yíng)銷、國(guó)際市場(chǎng)營(yíng)銷模式、技術(shù)營(yíng)銷和4P營(yíng)銷策略等。本文對(duì)同成變壓器公司的國(guó)際市場(chǎng)的變壓器產(chǎn)品及國(guó)際市場(chǎng)營(yíng)銷策略進(jìn)行分析。首先介紹了企業(yè)及項(xiàng)目概況,進(jìn)行了目標(biāo)市場(chǎng)分析和定位。然后對(duì)變壓器行業(yè)市場(chǎng)宏觀環(huán)境和微觀環(huán)境進(jìn)行PEST分析,即分析政策、經(jīng)濟(jì)、社會(huì)、技術(shù)等市場(chǎng)因素,分析了市場(chǎng)環(huán)境下,企業(yè)面臨的有利因素和不利因素,總體上可知市場(chǎng)環(huán)境有利于同成發(fā)展。利用SWOT分析工具分析了項(xiàng)目的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅。然后用波特五力競(jìng)爭(zhēng)分析模型分析了企業(yè)在變壓器行業(yè)競(jìng)爭(zhēng)環(huán)境中的競(jìng)爭(zhēng)力。本文對(duì)同成進(jìn)行了市場(chǎng)分析,通過(guò)STP營(yíng)銷對(duì)國(guó)際變壓器市場(chǎng)進(jìn)行細(xì)分和策略分析,制定了面向中高端市場(chǎng)定位的營(yíng)銷戰(zhàn)略,面向模式多樣化的混合營(yíng)銷策略,技術(shù)服務(wù)的營(yíng)銷戰(zhàn)略和成本驅(qū)動(dòng)的營(yíng)銷戰(zhàn)略。本文對(duì)同成變壓器國(guó)際市場(chǎng)營(yíng)銷策略進(jìn)行部署和實(shí)施,并評(píng)估了預(yù)期實(shí)施結(jié)果。本文總結(jié)了同成變壓器國(guó)際市場(chǎng)營(yíng)銷策略改進(jìn)中的可取與不足之處,得出了結(jié)論,并提出了未來(lái)我國(guó)變壓器在國(guó)際化市場(chǎng)的思考。 本文成果通過(guò)對(duì)同成變壓器公司多年來(lái)國(guó)際市場(chǎng)營(yíng)銷策略的案例研究,勢(shì)必對(duì)同成變壓器公司未來(lái)的國(guó)際化營(yíng)銷戰(zhàn)略轉(zhuǎn)型提供支持和幫助；同時(shí),也對(duì)于其他變壓器生產(chǎn)企業(yè)占領(lǐng)國(guó)際市場(chǎng),增強(qiáng)企業(yè)市場(chǎng)份額,提高我國(guó)高技術(shù)機(jī)電產(chǎn)品同行的國(guó)際化推廣提供有益的借鑒。
[Abstract]:With the rapid development of the integration of global industrial market, the demand of power transmission and transformation enterprises for transformer products is increasing day by day. However, there are more and more manufacturers engaged in transformer production in the world, and the competition is becoming more and more intense. At present, the international market is in a state of monopoly and competition. The traditional transformer manufacturing enterprises in our country are conservative in product marketing mode, and can not meet the market development needs in the international market. It is of great significance for the transformer manufacturing enterprises in China to change the international marketing model, formulate new international marketing strategies, increase the international market share and enhance the international competitiveness. This paper takes Tongcheng Transformer Company as an example, positioning in the international market, using marketing, consumer behavior, macroeconomics, industrial marketing in the form of commercial marketing planning book. Based on the theory of international trade, this paper makes a systematic analysis and detailed study on the marketing, strategy formulation and operation plan of transformer products, and optimizes the international marketing strategy of transformer products. For the company to win global market share, occupy the international market, for the future development of the enterprise laid a good foundation. In this paper, the design theory of marketing model is studied, and the industrial product marketing and international marketing model are studied. Technical marketing and 4P marketing strategy etc. This paper analyzes the transformer products and international marketing strategies in the international market of Tongcheng Transformer Company. Firstly, it introduces the general situation of enterprises and projects. Then the market macro-environment and micro-environment of transformer industry are analyzed by PEST, that is, the market factors such as policy, economy, society and technology are analyzed, and the market environment is analyzed. On the whole, the market environment is conducive to the development of the same enterprise. The advantages and disadvantages of the project are analyzed by using the SWOT analysis tool. Opportunities and threats. Then using the Porter five-force competitive analysis model to analyze the competitiveness of enterprises in the transformer industry competitive environment. This paper analyzes the market of Tongcheng. Through the STP marketing to the international transformer market subdivision and strategy analysis, has formulated the middle and high-end market orientation marketing strategy, facing the pattern diversification the mixed marketing strategy. Technical service marketing strategy and cost driven marketing strategy. This paper plans and implements the international marketing strategy of the same transformers. The paper summarizes the advantages and disadvantages in the improvement of international marketing strategy for the same transformers, draws a conclusion, and puts forward some thoughts on the future of China's transformers in the international market. Through the case study on the international marketing strategy of Tongcheng Transformer Company for many years, this paper is bound to provide support and help to the future international marketing strategy transformation of Tongcheng Transformer Company. At the same time, it also provides a useful reference for other transformer manufacturing enterprises to occupy the international market, strengthen the market share of enterprises, and improve the international promotion of high-tech mechanical and electrical products in our country.
【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】：2014
【分類號(hào)】：F274;F426.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 王耀中,尹國(guó)君;從比較優(yōu)勢(shì)到競(jìng)爭(zhēng)優(yōu)勢(shì)——我國(guó)機(jī)電產(chǎn)品出口優(yōu)勢(shì)分析[J];財(cái)經(jīng)理論與實(shí)踐;2002年04期

2 田貞余;中國(guó)勞動(dòng)密集型產(chǎn)品出口競(jìng)爭(zhēng)力分析[J];改革與戰(zhàn)略;2005年01期

3 蘇定東,徐康寧;我國(guó)機(jī)電產(chǎn)品出口價(jià)值變動(dòng)分析[J];國(guó)際貿(mào)易問(wèn)題;2000年01期

4 張?bào)K;以變應(yīng)變——我國(guó)機(jī)電產(chǎn)品出口戰(zhàn)略[J];國(guó)際貿(mào)易;1998年05期

5 郭振巖;;中國(guó)變壓器行業(yè)現(xiàn)狀及應(yīng)對(duì)措施[J];變壓器;2012年03期

6 王軼強(qiáng);;工業(yè)品企業(yè)客戶關(guān)系管理研究[J];中國(guó)市場(chǎng);2010年22期

7 龔丹;;中國(guó)變壓器企業(yè)出口競(jìng)爭(zhēng)力分析——A變壓器公司競(jìng)爭(zhēng)力分析[J];中外企業(yè)家;2012年01期

，

本文編號(hào)：1466413