A公司光伏产品欧洲市场营销策略研究.docVIP

A公司光伏产品欧洲市场营销策略研究 北京理工大学工商管理硕士(MBA)学位论文 摘要 在低碳生活成为全球共识的今天,光伏产业作为低碳产业的代表,发展势头迅猛, 成为发展前景比较好的朝阳产业之一,得到了各方的关注。本文结合市场营销有关理 论知识,分析我国光伏产品企业在市场中所面临的问题,以及光伏产品欧洲市场特点 进行相关研究,梳理、归纳和综述。以 A企业为研究对象,对其光伏产品在欧洲市场 的营销策略进行了研究。 本文在简要阐述了选题背景和选题意义等问题后,对国际市场营销、工业品营销 进行介绍,并对A公司自身发展及所面临的问题进行分析探讨。 重点分析光伏产品欧洲市场面临的宏观营销环境,行业环境;并对 A公司内部自 身能力等要素,所面临的机遇和威胁进行分析探讨。在通过对市场营销环境和竞争对 手的调研,结合A公司内部环境特点明确A公司光伏产品竞争优势。运用市场细分定 位理论,对光伏产品市场进行细分,结合 A公司自身特点确定目标市场,确立其市场 定位,和竞争策略。 最后针对公司定位的目标市场,运用营销 4C 理论,结合工业品营销策略,开拓 市场的方法,给出A公司开发欧洲市场的营销策略。综合组织结构、人才资源和资金 支持三方面要素提出公司内部管理的具体措施,实现公司内部环境适应市场发展的需 要,保障其营销策略的稳步实施。关键词:光伏产业;市场营销;市场环境分析;营销策略;欧洲市场 2 北京理工大学工商管理硕士(MBA)学位论文 Abstract As the low carbon life is becoming a global consensus today, the photovoltaic industry, a representative of the low carbon industry, with its rapid development, is becoming one of the sunrise industry, and has obtained the attention of all parties. Based on the theory of marketing knowledge, this paper takes A company as the object, and researches the European marketing strategy research of the companyAfter briefly describes the background and significance of the topic, the paper firstly analyses the development of photovoltaic industry, and then introduces the characteristic of European market, theory of international marketing and industrial products marketing. The paper also introduces other related theories which are used to analyze the marketing environment, the characteristics of the industry, the market segmentation and the inside situation the company The paper utilizes the basic theory of the marketing management to analyze the macro environment of PV industry in the European market, detailed study of the China PV enterprises are facing in the European market environment, such as the PV industry and the competition, combined with A companys own ability and other factors into analysisThrough the research on the A company, the paper clears competitive advantages of A company. Clear segmentation positi