在区域经济一体化竞争日趋激烈的国际新形势下，我国“一带一路”政策本 着利益互享、项目共建、决策共议的原则为南亚区域经济一体化发展带来 了崭新 的视角。巴基斯坦在“一带一路”沿线国家中占据着重要的战略地位，由于当地 电力缺口较大，且环境污染日益严重，当地政府近几年加大了对可再生能源的投 入力度。 蔗渣发电站作为巴基斯坦可再生能源的重要组成部分，在近几年得到了 飞速的发展。 中国 A 电力企业是国内一家以蔗渣发电锅炉制造、工程总包为主营业务的上 市企业。自 2010 年进入巴基斯坦电力市场以来，A 电力企业尽管取得了一定的销 售业绩，但是由于其市场定位模糊、营销理念过于传统、同样面临着销售业绩不 佳、产业规模局限性较大、 以及营销策略不完善等各种问题。近几年，面对着日 益激烈的竞争环境，A 电力企业在巴基斯坦电力市场的销售业绩开始呈现大幅下滑 的趋势。 本文以 4P 营销理论为切入点， 通过调查研究的方法研究 A 电力企业在巴基斯 坦营销现状的基础上，总结出 A 电力企业在巴基斯坦蔗渣发电市场存在的主要问 题，并对其问题根源进行了分析。在此基础上， 基于调查研究的结果，进一步通 过 PEST 分析法、以及 SWOT 分析法，对 A 电力企业在巴基斯坦电力市场营销环境 进行分析。并在环境分析的基础上，结合 STP 战略理论对巴 基斯坦电力市场进行 了有效的市场细分，并在选择目标市场后对 A 电力企业进行了准确的市场定位， 在原有产品、价格、营销渠道、以及促销方式所组成的 4P 营销策略基础上 ，融入 由客户、客户购买成本、便利、沟通四大因素所组成的 4C 营销理念以及战略联盟 理论，对其在巴基斯坦具体的营销策略进行全方位优化。 本文的创新之处在于目前针对 于巴基斯坦电力市场的研究大多局限于宏观环 境和行业现状领域，而对于其中某一类型电站具体的营销策略的研究几乎没有， 因此本文正是建立在此基础之上采用定性分析、定 量分析相结合的方法进行分析， 在帮助 A 电力企业扭转颓势的过程中也给以锅炉制造、工程总包为主营业务的中 国电力企业在巴基斯坦开展营销活动提供一定的对策和建议。 关键词：巴基斯坦，蔗渣发电站，营销策略，工程总包湖北工业大学硕士学位论文 II Abstract Under the new international situation of increasingly fierce competition in regional economic integration, China's "One Belt And One Road" policy, which is based on the principles of Shared benefits, joint construction of projects and Shared decision-making, has brought a new perspective to the development of regional economic integration in South Asia. Pakistan occupies an important strategic position among the countries along the "One Belt And One Road" route. Due to the large power gap and increasingly serious environmental pollution, the local government has increased its investment in renewable energy in recent years.Bagasse power generation, as an important component of renewable energy in Pakistan, has developed rapidly in recent years. China A power enterprise is A listed enterprise whose main business is bagasse boiler manufacturing and EPC contractor. Since entering the Pakistan’s power market in 2010, although A power enterprise has achieved certain sales performance, it is also faced with various problems such as poor sales performance, large limitations in products’ scale, and imperfect marketing strategies due to its vague market positioning and traditional marketing concept. In recent years, in the face of the increasingly fierce competition environment, the sales performance of China A power enterprise in Pakistan’s power market has been declined sharply. Based on the 4P marketing theory as an important point, this thesis studies the marketing status of A power enterprise in Pakistan by means of investigation and research, and summarizes the main problems of A power enterprise in the bagasse power generation market in Pakistan, and analyzes the causes of the problems. On this basis, the thesis is further based on the results of the investigation and research, the marketing environment of A power enterprise in Pakistan is analyzed through PEST analysis and SWOT analysis. And on the basis of environmental analysis, adopt the STP theory to Pakistan electric power market for effective market segmentation, choose target market and carry on the accurate market positioning, on the basis of the original 4 p marketing strategy, which is composed of product, price, place and promotion, into 4C marketing theory, which is composed of customer, customerprocurement cost, convenience and communication, and strategic alliance theory to optimizing the marketing strategy of A enterprise. The innovation of this thesis is that in the current study on Pakistan's electricity market is mostly confined to the macro environment and industry status, but few of the study focused on the marketing strategy of one type of power plant, in this condition, therefore, this thesis is based on this situation to comprehensive analysis, providing the proposed to Chinese power manufacturing and contractor enterprises’ while assisting A power enterprise to optimizing the adverse situation in Pakistan. Key words: Pakistan, Bagasse PowerPlant,Marketing Strategy,EPC湖北工业大学硕士学位论文 III 目 录 摘要 ...................................................................I Abstract ................................................................. II 目 录 ................................................................III 第 1 章 引 言 ..............................................................1 1.1 研究背景 ............................................................ 1 1.2 研究 目的和意义 ...................................................... 2 1.2.1 研究目的 ..................................................... 2 1.2.2 研究意义 ..................................................... 2 1.3 国内外研究综述 ...................................................... 3 1.3.1 国外研究综 述.................................................. 3 1.3.2 国内研究综述.................................................. 5 1.3.3 国内外研究评 述................................................ 7 1.4 研究内容与研究方法 .................................................. 8 1.4.1 研究内容 ...................................................... 8 1.4.2 研究方法 .................................................... 11 第 2 章 国际市场营销基本概念 与相关理论.....................................12 2.1 国际市场营销的基本概念 ............................................. 12 2.2.国际市场营销相关理 论............................................... 12 2.2.1 战略联盟理论 ................................................. 12 2.2.2 STP 战略理论 ................................................. 12 2.2.3 4P 营销理论 .................................................. 13 2.2.4 4C 营销理论 .................................................. 14 2.3 国际市场营销分析工具 ............................................... 15 2.3.1 PEST 分析法 .................................................. 15 2.3.2 SWOT 分析法 .................................................. 16 第 3 章 A 电力企业在巴基斯坦营 销现状和问题分析 .............................17 3.1 A 电力企业简介 ..................................................... 17湖北工业大学硕士学位论文 IV 3.1.1 A 电力企业发展概况 ........................................... 17 3.1.2 A 电力企业蔗渣发电产品介绍 ................................... 18 3.1.3 A 电力企业在 巴基斯坦业务情况 ................................. 18 3.2 巴基斯坦市场客户问卷调查设计与数据收集 ............................. 19 3.2.1 问卷调查内容和结构介 绍....................................... 19 3.2.2 受访者基本情况分析........................................... 19 3.3 A 电力企业在巴基斯坦营销现状分析 ................................... 21 3.3.1 设备供货为主营业务........................................... 21 3.3.2 产品质量和售后服务认可度 高................................... 21 3.3.3 定价过程重视成本控制......................................... 22 3.3.4 国内营销渠道稳 固............................................. 24 3.3.5 展会促销投入力度增大......................................... 24 3.4 A 电力企业在巴基斯坦电力市场营 销存在的问题 ......................... 25 3.4.1 市场定位偏差较大..................