I 摘要 近年来，我国为了改进环境、打造良性的生态圈，结合国际能源战略，不断 建立自己的能源战略，开发新型能源如太阳能、氢能、生物能和风能等。多年来， 风电已发展成为全球领先的发电来源之。预计 2018-2023 年期间，风电能源的开发 将更加强劲。据统计，2018 年全球风电总投资 1272 亿美元，已成为世界上增长最 快的工业领域之一。中国风电运维后市场的总体容量逐年递增。DF 公司成立于 2010 年 6 月。作为西南地区第一家大型专业为风电服务企业，DF 公司主要业务范 围包括风机调试、定检、运维、大部件更换、（主控、变桨、监控系统）技术改造 等，属于技术服务型企业。本文作者以自己就职的 DF 公司为研究对象，围绕当前 DF 公司在服务营销中存在的问题，开展服务营销策略研究。 全文共分为七部分：第一章为绪论。第二章梳理了服务、服务营销的相关理 论，并做了服务营销有关的国内外研究综述。第三章为 DF 公司风电服务营销的环 境分析。本章首先概述了全国风电服务现状，接下来基于 PEST 模型分析了 DF 公 司面临的外部环境，并开展了风电服务市场的竞争性分析，随后是内部环境分析， 在此基础上形成了 DF 公司的优势、劣势、机遇与威胁。第四章首先介绍了 DF 公 司的服务营销工作现状，基于 7PS 理念，分别从产品、价格、渠道、促销、人员、 过程与有形展示共计七个方面整理归纳了 DF 公司目前在服务营销过程中存在的 突出问题与产生原因。第五章针对第四章梳理的 DF 公司服务营销存在的问题，同 样基于 7PS 视角一一给出优化营销策略。第六章从建立备品备件管理制度、加强 员工技术培训并办理责任险、强化风电行业人才培养、拓展海外风电市场等方面 完成 DF 公司服务营销保障措施设计。最后是研究结论。 本文的开展，充实了国内关于风电服务行业企业的市场营销研究成果。对于 DF 公司而言，本文的研究思路、研究方法与研究成果，都可以成为在日后开展市 场营销优化工作的借鉴与指导，具有较强的针对性。 关键词：风电，服务营销，营销策略ABSTRACT II ABSTRACT In recent years, in order to improve the environment and create a benign ecosystem, China has continuously established its own energy strategy and developed new energy such as solar energy, hydrogen energy, bioenergy and wind energy. Over the years, wind power has become one of the world's leading sources of power generation. It is expected that the development of wind power energy will be stronger in 2018-2023. According to statistics, the total investment in wind power in 2018 is 127.2 billion US dollars, which has become one of the fastest growing industrial fields in the world. After the operation and maintenance of wind power in China, the overall capacity of the market is increasing year by year. DF Company was established in June 2010. As the first large-scale professional wind power service enterprise in Southwest China, DF Company's main business scope includes wind turbine commissioning, regular inspection, operation and maintenance, replacement of large parts, (main control, pitch, monitoring system) technical transformation, etc., and belongs to the technical service-oriented enterprise. In this paper, the author takes DF Company as the research object, focusing on the problems existing in the service marketing of DF Company, carries out the service marketing strategy research. The paper is divided into seven parts: the first chapter is the introduction. The second chapter combs the theory of service and service marketing, and analyzes the development trend of domestic wind power industry. The third chapter is the environment analysis of DF wind power service marketing. This chapter first summarizes the current situation of wind power services in China, then analyzes the external environment faced by DF Company based on pest model, and carries out the competitive analysis of wind power service market. On this basis, the advantages, disadvantages, opportunities and threats of DF Company are formed. The fourth chapter first introduces the current situation of DF Company's service marketing. Based on 7PS concept, it summarizes the outstanding problems existing in the service marketing process of DF Company from seven aspects: product, price, channel, promotion, personnel, process and tangible display. In the fifth chapter, aiming at the problems of DF Company's service marketing summarized in the fourth chapter, the optimization marketing strategies are given one by one based on the 7PS perspective. The sixth chapter completes DF Company's service marketing guarantee measures design fromABSTRACT III the establishment of spare parts management system, strengthening staff technical training and handling liability insurance, strengthening wind power industry personnel training, and expanding overseas wind power market. The last part is the conclusion. The development of this paper enriches the marketing research results of domestic wind power service enterprises. For DF Company, the research ideas, research methods and research results of this paper can be used as reference and guidance to carry out marketing optimization work in the future, with strong pertinence. Key words: wind power, service marketing,marketing strategy目录 IV 目录 第一章 绪论.................................................................................................................... 1 1.1 研究背景 ............................................................................................................ 1 1.2 研究意义 ............................................................................................................ 2 1.3 国内风力发电行业发展趋势分析 .................................................................... 2 1.4 研究的方法和思路 ............................................................................................ 4 1.4.1 研究方法 .................................................................................................. 4 1.4.2 研究思路与内容 ...................................................................................... 4 第二章 相关理论基础与文献综述................................................................................ 6 2.1 服务与服务营销的定义 .................................................................................... 6 2.2 7Ps 服务营销组合理论 ...................................................................................... 6 2.3 相关方法介绍 .................................................................................................... 8 2.3.1 SWOT 分析法........................................................................................... 8 2.3.2 PEST 分析方法......................................................................................... 9 2.3.3 波特五力模型 .......................................................................................... 9 2.4 国内外研究综述 ................................................................................................ 9 2.4.1 国外研究综述 ........................................................................................ 10 2.4.2 国内研究综述 ........................................................................................ 10 第三章 DF 公司风电服务营销环境分析....................................................................13 3.1 全国风电服务概述 .......................................................................................... 13 3.2 基于 PEST 的 DF 公司风电服务市场环境分析............................................. 15 3.2.1 政治环境分析 ......................................................................................... 15 3.2.2 经济环境分析 ........................................................................................ 16 3.2.3 社会环境分析 ........................................................................................ 17 3.2.4 技术环境分析 ........................................................................................ 19 3.3 DF 公司风电服务市场竞争性分析 ................................................................. 19 3.3.1 DF 公司风电运维服务同行业竞争性分析 ........................................... 19 3.3.2 DF 公司风电运维服务在备品备件方面议价能力分析 ....................... 21 3.3.3 DF 公司风电运维服务与业主的讨价还价能力分析 ........................... 21 3.3.4 DF 公司风电运维服务替代品 ................................