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摘 要
随着能源、环境、气候变化等问题愈发突出，一场面向智能化的能源革命正进一步
到来。能源革命不能不提及的就是电网发展中的核心智能电网。十二五规划纲要着重表
示要发展大容量、特高压、远距离、高效率的输电技术，从而扩增西电东输规模。我国
正致力于借助先进技术来将智能电网建设进一步推进。作为智能电网组成部分的局部放
电在线监测、检测技术在国外发展较早，目前在国内还处于初级迈向中级发展的阶段，
需求非常旺盛，DMS 公司作为局部放电检测、监测设备行业的外资品牌，超高频局放
监测技术的领导者，一直期望分享中国智能电网发展的巨大市场，随着国家坚强智能电
网建设的全面开展，DMS 公司也在积极参与该市场的激烈角逐

作为新兴市场的参与者，本文将作者所在的 DMS 公司作为研究对象，对其营销策
略进行了深入的剖析，对同类型外企具有一定的研究普遍意义。论文以基本的市场营销
理论为指导，联系工作实践，通过对公司基本情况介绍，核心产品及营销现状，组织结
构及战略的分析，指出公司现有营销体系所面临的诸多问题。通过进一步对 DMS 公司
的 PEST 分析和 SWOT 分析的研究等，明确了公司目前所处的市场竞争环境及公司面临
的机遇和挑战

在策略研究方面，通过市场细分，目标市场定位，结合 4P 理论，服务策略，关系
营销大客户策略理论基础上制定出适应 DMS 公司中国区的市场营销方案及营销方案的
实施保障措施。本文通过对 DMS 公司中国区市场营销策略的研究也是为该类型的企业
或行业内参与者在营销策略制订方面提供一定参考意见

关键词：智能电网；局放在线监测；渠道管理；营销策略
ABSTRACT
Along with the increasingly prominent energy, environment, increasingly significant
issues such as climate change, a revolution towards intelligent energy is further to the former.
Energy revolution has to mention is the core of the smart grid in the development of power
grid. The 12th five-year plan outline said emphatically to develop large capacity, high voltage,
long-distance transmission technology, high efficiency, so as to increase China's scale.
Therefore, China is committed to using advanced technology to further advance for the
construction of smart grid. As an integral part of the smart grid, partial discharge on-line
monitoring and detection technology in overseas development earlier, at present in domestic
is still in the stage of elementary to intermediate development, very strong demand, DMS
company as partial discharge detection and monitoring equipment industry of foreign brand,
ultra-high frequency monitoring partial discharge technology leader, had been expected to
share the huge market of China's smart grid development, as the country's overall strong smart
grid construction, DMS company is taking part in China market violent competition.
As a participant in the emerging markets, where the author of this article will be DMS
Company as a research object, in-depth analysis of its marketing strategy, research generally
has some significance for the same type of foreign companies. The basic thesis of marketing
theory, contact practice, the basic situation of the company through the introduction of core
products and marketing situation, analysis, organizational structure and strategy, the company
pointed out that many problems faced by the existing marketing system. Through further
research on PEST analysis and SWOT analysis of the company's DMS, clearly the
opportunities and challenges which the company's current market environment and the
company faces.
In the Strategy, through market segmentation, target market, combined with 4P theory,
service strategy, large customer relationship marketing strategy based on the theory developed
to adapt to the implementation of safeguards in China's DMS company marketing programs
and marketing programs. In this paper, DMS's China marketing strategy for research but also
in the type of business or industry participants to provide a reference to the views through the
formulation of marketing strategy.
Keywords: Smart grid；On line partial discharge monitoring ；Channel management
marketing strategy