摘要
未来我国发展面临着国家重启电网主辅分离、电网全面建设、特高压及智
能电网建设突飞猛进、新一轮农网升级改造、电气化铁路建设持续快速推进、
城市轨道交通建设纷纷上马、城镇固定资产及工业投资保持惯性增长等不容错
过发展机遇,为输配电设备制造业的发展提供了很大的市场空间。此外,经营
输配电设备制造业的企业数量不断增加,整个市场的竞争也日益激烈和复杂。
在业内有点名气的ZN公司将如何在此复杂的市场条件下,扬长避短,走出自
己的一条路,在激烈的市场竞争中取胜,本文对这些问题的研究就具有很强的
现实意义。
本文通过以ZN公司的市场营销作为研究对象,并采用市场营销的相关理论
知识对ZN公司的市场营销策略展幵研究。论文首先通过环境分析理论以及迈克
尔波特的五力竞争模型等,对ZN公司市场营销存在的外部和内部环境条件展开
系统分析,在对市场充分调研的基础上,分析行业发展现状,找出ZN公司目前
所面临的外部机会与威胁,公司内部的优、劣势,运用SWOT分析法,从而得出
ZN公司的市场营销策略。其次,结合公司目前的营销现状,釆用目标市场细分
理论,提出了公司的STP策略。再次,运用营销组合策略4Ps理论以及客户关系
理论等,提出了ZN公司的产品组合、价格、渠道、促销、关系等市场营销策略。
最后,根据ZN公司的整体经营、营销现状,提出了一系列营销策略实施措施,以
确保ZN公司的营销发展策略能够适应瞬息万变的市场竞争环境。
关键词:ZN公司;输配电;市场营销策略
ABSTRACT
In the near future, China is faced with great development opportunities such as
the main-supplement separation of national restart power grid, comprehensive power
grid construction, great progress in The UHV and smart grid construction, a new
round of rural power network upgrading, rapid advance in promoting electrified
railway construction, the launch of urban rail transit construction, the inertia increase
of urban fixed assets and industrial investment. All these opportunities have provided
broad development space for the industry of transmission and distribution equipment
manufacturing. In addition, with more and more business enterprises producing
automation for power system, the competition among power system automation
products and services has been increasingly complex and intense. As a company
with a certain reputation in power industry, how will ZN Company make good use of
their own strengths and avoid weaknesses to develop and win out in such complex
market environment is very essential. Therefore studies on these questions are of
practical significance.
In this paper, ZN’s marketing strategies has been studied with relevant
theoretical knowledge of marketing. Firstly, this paper has made a systematic
analysis of the internal and external environment of ZN Company with
environmental analysis theory and Michael Porter's five forces competitive models.
Based on the sufficient market surveys, this paper has analyzed the industrial
development status and found out the opportunities and challenges the company are
faced with outside and its own strengths and weaknesses. Then marketing strategies
of ZN Company have been obtained by employing SWOT analysis method.
Secondly, in view of the present marketing situation, STP strategy has been put
forward using target market segmentation theory. Thirdly, the product mix,price,
place, promotion,relationship marketing strategies of the company have also been
proposed using 4Ps marketing mix strategy and theoretical and customer relations
theory and so on. Finally, according to the company's overall business management
and marketing situation, this paper has proposed a series of effective implementation
measures off marketing strategies to ensure that the company's marketing strategies
are able to adapt to the constant changing environment of market competition.
Keywords: ZN company; power transmission and distribution; marketing strategies