能源事关国家经济命脉,是国家国民经济持续发展的保障。我国确立了未来

20年的能源可持续发展战略:“节能优先、结构优化、环境友好”,可见节约能

源己被提升到我国基本国策的高度。目前,我国能源消耗主要是建筑能耗、交通

能耗和工业能耗,建筑能耗由于建筑物数量的增加和质量要求的提升,显现出快

速上升的趋势。在这种背景下,许多节能产品应运而生,但由于市场竞争激烈,

加上一些公司产品价格定位不合理、营销能力薄弱等,使得节能产品的市场拓展

受到了很大阻碍。因此,探讨节能产品的市场营销策略具有一定的现实意义。

本文运用文献分析法、案例分析法、总结归纳法等研究方法,根据市场营销

理论和PEST分析、SWOT分析等战略分析方法,对空气能热泵的营销环境进行了分

析,对KM公司空气能热泵进行了市场细分与定位,制定了营销战略,提出了 KM

公司空气能热泵的市场营销策略及其实施建议。KM公司空气能热泵的优势、劣势、

机会和威胁体现在:技术优势、人才优势和企业形象优势;产品拓展能力较弱、

投资风险管控能力不强;国家政策支持、行业发展前景良好;行业整体认知度低、

行业竞争激烈、对具体产品的政策扶持力度不够。空气能市场可以细分为商用市

场和家用市场两块,KM公司空气能热泵的目标客户主要包括学校学生公寓、酒店

宾馆、桑拿泳池和住宅小区等等,从产品定位、竞争定位、消费者定位三个方面

阐述了公司产品的市场定位,指出公司空气能热泵市场营销应采取增长型战略。

从产品、价格、渠道、促销等四个方面,提出了具体的空气能热泵营销策略,针

对提出的营销策略,提出了三个方面的实施措施:加强销售队伍建设;加强营销

渠道建设,控制渠道风险;加强广告宣传。

关键词:空气能热泵,市场营销,策略研宄

I

RESEARCH ON THE MARKETING STRATEGY OF AIR

ENERGY HEAT PUMP FOR KM COMPANY

ABSTRACT

Energy is the lifeline of the national economy,and it is the sustainable

development cornerstone of the national economy. We have made the energy

development strategy of the next 20 years: “giving priority to energy conservation,

structural optimization, environment friendly”,we can see that the energy conservation

has been elevated to the height of the basic national policy. At present,the energy

consumption mainly includes building energy consumption, industrial energy

consumption and transportation energy consumption. Due to the increased number and

the enhanced quality, the energy consumption reveals a rapid upward trend. In this

context, a number of energy-saving products have emerged,but because of the fierce

market competition, unreasonable product price and weaken marketing capability, the

market expansion of energy-saving products has been greatly hampered. Therefore,

there has a certain practical significance to discuss the strategy of energy-saving

products marketing.

In this paper, the author use literature analysis, case analysis, summarized analysis

and other research methods, and the theory of marketing, PEST analysis, SWOT

analysis and strategic analysis, analyze the marketing environment of the air heat pump,

It makes market segmentation and positioning for the air heat pump of the KM

company, to carry on the market segmentation and positioning for the KM air heat

pump, and make the marketing strategy and the implementation recommendations of

the air heat pump. The strength of the air heat pump of the KM company reflected in:

technological advantages, personnel and corporate image advantage; The weakness

includes the weaken product development capacity and investment risk management

capability; the opportunities includes the national policy support and good development

prospects of the industry; the threats includes low awareness and intense competition of

the industry, the policy support for specific products is also not enough. Air energy

market can be subdivided into the commercial market and the domestic market, the

target customers of the air heat pump include school student apartments, hotels, sauna

and swimming pool and residential quarters and so on in the KM company,this paper

elaborates the market positioning of the company's products from product positioning,