【作者】 张君；

【导师】 陈通；

【作者基本信息】 天津大学 ， 工商管理， 2004， 硕士

【摘要】 电力工业是我国重点发展的基础产业之一。特别是今后几年,电力工业的发展将突飞猛进,这必将给继电保护及自动化行业带来巨大的市场发展空间。作为继电保护及自动化行业内企业之一的LBD如何通过市场营销策略的调整来抓住难得的市场机遇,求得企业自身的稳步快速发展正是本文研究的内容。本文首先对继电保护及自动化行业的市场供需情况及竞争强度进行了分析,并研究了业内市场购买行为,还运用指数平滑时间序列分析法进行了行业市场预测。其次,本文从政治、经济、社会、科技等多个方面对LBD所处的市场营销环境进行了系统地、全面地分析,并通过SWOT分析,找出了LBD的优势和劣势,环境机会和威胁。在此基础上提出了LBD在新形势下的目标市场策略及市场营销组合策略,并对策略的实施作了详细的论述。最后,本文还针对目前市场营销环境发生的变化提出了LBD进一步开拓市场的策略,即网络营销和关系营销,并对其实施做了详细论述。更多还原

【Abstract】 Electricity industry is one of the important developing base industries. The development of electricity will be fast and fast especially in the coming few years and it will bring immense developing spaces to relay protection and automation. The thesis is aiming to grasp market opportunity and get steady and fast development by adjusting the marketing strategies for LBD, a member company of automation trade.This thesis first analyzed the requirement and competition environment of relay protection and automation. It researched the purchasing activity in the market and forecasted the trade market by using Index Flatness Time Sequence analysis method.Then, systematically and thoroughly analyzed LBD’s outer market environment that includes many aspects: politics, economy, society, technology etc. The paper properly evaluated the advantages, weakness, and chances and threatens used SWOT to analyze. Thus it ascertained and stated the enterprise’s group strategy of object-market and marketing in new situation.In the last part, it made and stated minutely further market strategy to cope current variety of market situation, which is net marketing and relationship marketing.更多还原