风电设备产品组织市场营销分析

【作者】 赵志刚；

【导师】 李品媛；

【作者基本信息】 东北财经大学 ， 企业管理， 2005， 硕士

【摘要】 组织市场营销(Organization Marketing)是为组织客户提供商品和服务的所有活动，即对于组织的产品和服务的营销。组织市场营销是与组织和消费者之间的营销相对提出的，是社会经济活动中不可缺少的重要组成部分，是一个复杂多样、极具吸引力的领域。本文就是通过对风电设备产品的营销模式研究，做一次组织市场营销理论与实践相结合的尝试。 首先，本文讨论了组织市场营销的概念及发展历程，对组织市场营销的特征进行了系统分析，并在此基础上运用营销基本理论，重点研究了组织市场营销的相关问题，分析了关系营销，将组织市场与消费者市场进行了对比分析，提出了组织市场营销研究的重要性和必要性。针对组织市场营销管理与消费者市场营销管理之间的差异，以“4Ps”理论为主线对组织市场营销管理进行了分析。 第三部分是在理论分析的基础上，对风电产品营销特点及营销模式进行了分析。按照“PEST理论”的研究思路，分别对国产风电设备的政策法律环境、经济环境、技术环境和社会环境进行了分析，在此基础上，利用波特教授的“五竞争力”模型来分析国产风电设备市场上的主要竞争者，利用实地调查的方法总结了风电设备产品市场的特点及客户类型。 第四部分内容是目标市场细分和目标市场选择，主要是运用营销学理论，针对风电设备产品制造企业，进行市场细分和目标市场选择的研究，包括组织购买行为、目的和作用、组织的购买行为的分类，研究了组织购买中心及其结构，以及组织购买中心里的各种角色的分类定义。在此基础上，针对组织的购买决策和购买过程进行了详细分析，特别是对组织购买行为的影响要素的研究，采用了系统分析方法，引用了著名学者韦伯和温德的分析模型，提出了相对准确的分析结论。 第五部分是在以上各部分分析的基础上，提出了具体的营销组合模式，并引入解释结构模型法(ISM)讨论和确定了风电设备营销的关键因素，建立了合理的营销渠道，并针对我国实际情况完善了营销人员的管理制度。更多还原

【Abstract】 Organization Marketing are all the activities made to provide products and service for organization clients, which means marketing towards organizations’products and service. Organization Marketing is an important part of whole social economic developments that is compared with customers marketing. It’s a complex and quite attractive area. This article analyses the application of organization marketing theory and model through a survey to windpower equipment market.Firstly, the Author discusses several concepts of organizational marketing, and presents the original and common features of these concepts. This article compares several concepts about the organizational marketing, the organizational market and consumer market and depicts the features of organizational market. It also summarizes the importance and necessity of studying organizational market. Then towards the differences between organizational market and customers market, the author analyzes the management of organizational marketing using " 4ps" theory.The third chapter analyses the marketing features and model of windpower equipment theoretically. According to the methodology of "theories of PEST", it discusses the domestic policies and law, economics, techniques and social environment. Towards the Porter’s five forces model, it analyses the competitors of the windpower equipment market, and depicts the characteristics and customers’ types of the windpower equipment market.The forth chapter is the core of this article, it discusses the market segments of organizational marketing. According to the works on windpower equipment , it studies the market segments and positioning using marketing methodology ,including organizational purchasing objects, methodology, and functions. It classifies the purchasing behaviors, studies the decision making unit(DMU), the structure and the roles it plays in it. Then by studying on organizational purchasing decision making process, it quotes some common-accepted organizational marketing theories, such as Web and Wind Model( focusing on purchasing decision making)更多还原