hb公司节能产品营销研究—以北京市场为例-marketing research of hb companys energy-saving products - taking beijing market as an example.docxVIP

摘要随着全球能源危机的加剧，全民节能环保意识的加强，节能环保行业已经成为 21 世纪最受瞩目的行业之一。我国作为能源消费大国，节能环保行业更加成为商家必争之域。但是由于我国的节能行业起步相对较晚，特别是光电类的节能产品领域， 上游原料和高技术市场多被美国、日本、德国等国家的企业所垄断，中下游市场，也 就是光电产品的封装和应用市场以及中低端产品市场中，数万家的内资中小企业也在 不断的探索和快速地发展，其中很多的企业已经打好了基础，逐步向上游原料和中高 端市场迈进。光电类的节能产品企业主要面对的是组织市场。对于组织市场的研究在我国起步 比较晚，但组织营销近年来已经作为营销学中的一个重要领域被重视起来。组织营销 所针对客户，他们的采购批次可能很少，但是采购数量却巨大，而且具有规范的采购 流程和长期合作的潜力，因此组织营销策略的运用就变得非常重要。笔者作为典型的中小型光电节能企业—HB 公司进军北京市场的主要负责人，以 其在北京组织市场的营销策略为研究对象，以真实的案例为背景，总结出该公司及同 类企业在营销理念上存在的普遍误区，以及营销策略上的存在的问题，并提出针对性 的建议。关键词:组织营销组织市场节能产品营销策略ABSTRACTAs the global energy crisis intensifies, the national energy-saving environmental protection, energy saving and environmental protection industry to enhance has become the 21st century most watched one of the industry. Energy consumption in China as a great power, energy conservation and environmental protection industry more become businesses compete in the domain. However, due to the energy industry in China started relatively late, particularly energy-saving products of photoelectric class, in the upstream areas of raw materials and high-tech markets seldom see local enterprise figure, many are United States, Japan, Germany and other countries of the monopoly enterprises, but also in the lower reaches of the city is the encapsulation of photovoltaic products and applications market, as well as in the low-end market, hundreds of thousands of domestic SMEs also constantly explore and quickly developed, many of which have a good foundation, gradually upstream feedstocks and high-end markets.Photovoltaic energy saving products enterprise class main face is the Organization of the market. For organization of the market in China started relatively late, but organizations marketing in recent years has already been used as a marketing medium is an important field of attention. Organization marketing customers, their purchasing batches may be rare, but a huge number of procurement, and with the specifications of the procurement process and the potential for long