本课题主要以市场营销作为理论基础，结合发展的实际情况，以德能电力设备成套
公司作为研究对象，由此进行相关领域市场营销的探索，找寻企业发展中存在的问题，
在此环节中提出有效的应对举措。针对企业现有发展中存在的低效能营销问题，探索提
升企业竞争实力的有效方案，这也是会对行业内其他企业发展带来全新的思路。本文对
该企业营销方式与营销效果进行深入的探索，分析其践行中存在的问题。依托于 SWOT
方式进行探索，找寻企业发展的内外环境，以及面临的挑战与承担的风险。针对相关该
行业的探索，提出目标市场与细分市场的确立。采用行业竞争研讨的方式研究市场竞争
的发展态势，参考企业实际运行的状态，选择 STP（市场定位理论）研究方式。在具体
化的分析环节中，能够结合研究的课题，探索有效的营销方案，在此环节中，能够创立
企业发展的最佳营销策略，同时也是会为相关行业的发展带来高效的直接效果
关键词：新形势；电力设备；营销策略华北电力大学专业硕士学位论文
II
Abstract
Now the market competition is increasingly fierce, if enterprises want to obtain a better
development, they have to fully understand the role of marketing, which also plays an
irreplaceable role in the development of enterprises. So enterprises need to establish a robust
marketing mechanism and design effective marketing plans from the objective conditions of
market development. Effective market operation model is an important guarantee of
enterprise development, and it can significantly improve the enterprises’ competitiveness.
Deneng power equipment set company, which has strong technical strength and perfect sales
network, is the main power equipment manufacturers in China. But in recent years, the sales
profit has been significantly reduced, and facing a huge competitive pressure. This paper
analyzed the environment and opportunities which the company faced, and put forward some
marketing countermeasures, it is conducive to the better development of Deneng company.
This paper mainly focuses on the marketing as the theoretical basis, combined with the
actual situation, using Deneng company as research object, explored the problems in the
development of enterprises, and put forward effective countermeasures. According to the
existing inefficient energy marketing issues, the paper seeks to the effective scheme to
improve the competitiveness, it also will bring new ideas to others in the industry. This paper
explored the marketing mode, the marketing effect and their problems, relying on the SWOT
method to search for the enterprises’ internal and external environment, challenges and risks.
After this, the target market and market segment have been established, and then using
industry competition approach to study the development trend of market competition, refer to
the actual operation of the enterprise, the paper selected STP (Segmenting, Targeting,
Positioning) research mode. In the specific analysis links, the paper explored effective
marketing scheme, it found thar the company can create the best marketing strategy in this
link, and it also will bring high efficiency and direct effect for the development of related
industries.
Keywords: New Situation; Power Equipment; Marketing Strategy华北电力大学专业硕士学位论文
III
目 录
摘要. I
Abstract.II
第 1 章 绪论.......1
1.1 选题背景及意义....1
1.2 国内外研究现状及发展动态........2
1.2.1 电力设备行业发展动态...........2
1.2.2 营销策略发展动态.......2
1.2.3 电力设备行业营销策略发展动态.......4
1.3 研究思路与方法....6
1.3.1 规范研究和实证研究相结合的方法...6
1.3.2 分析归纳法.......6
1.4 研究内容....6
第 2 章 市场营销理论综述.......8
2.1 STP 理论.....8
2.1.1 市场细分...........8
2.1.2 目标市场选择.10
2.1.3 市场定位.........12
2.2 营销策略..14
2.2.1 产品策略.........14
2.2.2 价格策略.........14
2.2.3 分销渠道策略.14
2.2.4 促销策略.........16
2.3 本章小结..16
第 3 章 公司发展现状及存在问题分析.........18
3.1 德能电力设备成套公司基本情况........
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