【作者】 李冬；

【导师】 胡正明；

【作者基本信息】 山东大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 随着国内的发电供给量已基本趋于饱和,国内的电力建设市场日趋萎缩,而在同时,国外市场包括南亚、东南亚、非洲、南美及中东等新兴工业化国家和地区都处在快速发展时期,电力投资稳步增长。S电建公司作为国内知名的电力建设企业,为摆脱国内市场困局,审时度势,开始加快国际化经营的进程。目前,国际电力建设市场的竞争已经由简单的工程产品竞争逐渐转移到企业整体实力的竞争上来,S电建公司因缺乏有效的营销模式而在竞争中常常处于下风。新兴的营销竞争力理论,以其优于传统营销管理的全面性,对S电建公司的国际营销实践具有很高的应用价值。本文采用查阅文献、企业调研、综合分析等方法,通过对S电建公司的国际营销现状及相关问题进行分析,总结国际营销、营销竞争力等相关理论的要点,结合电力建设行业的特点,构建出了S电建公司的国际营销竞争力提升体系,对体系的涵义及其蕴含的要素关系进行了明确的表述,并基于该体系中设计了S电建公司国际营销竞争力提升方案,设置了国际营销绩效的评价指标,以实现对方案实施的效果反馈和持续改进,同时提出了方案实施的保障措施。整个体系及方案的日的是使公司逐步形成核心营销竞争力,以有效应对来自国际市场的激烈竞争,提升公刊的营销绩效。同时,该体系及方案也将为其他国内企业在跨国经营中的营销决策以及营销竞争力理论的实践研究提供不同的视角和思路。本文第1章绪论,阐述本文选题的背景及意义,研究方法和创新点、研究思路和论文框架；第2章相关理论综述,主要对国际营销、营销竞争力、电力建设行业等相关概念和特点进行了综述；第3章是对S电建公刊国际营销现状的分析,主要从S电建公刊的概况、国际市场及业务发展现状及国际营销竞争力现状等方面进行了阐述和分析；第4章是对S电建公司国际营销竞争力提升方案的设计,提出了S电建公司国际营销竞争力提升的体系和方案；第5章是提出了对S电建公刊国际营销竞争力提升方案实施的保障措施；第6章是结论与展望。更多还原

【Abstract】 With the domestic power supply has basically become saturated, domestic electric power construction market continues to decline, but at the same time, international markets including South Asia, Southeast Asia, Africa, South America and the Middle East and other newly industrialized countries and regions are in a period of rapid development and the power investment is steadily growing. For getting rid of the domestic market predicament, S Power Construction Company, as a well-known domestic electric power construction company, began to speed up the process of international business operations. At present, the competition in international electric power construction market have been gradually transferred from competition in the engineering products to competition in the overall strength of enterprises. S Power Construction Company often falls into a disadvantage situation in the international competition due to lack of effective marketing management mode. The marketing competitiveness theory, as an advanced marketing theory, has a higher value for international marketing practice of S Electric Power Construction Company due to its comprehensiveness superior to the traditional marketing management.By the method of literature review and company investigation as well as comprehensive analysis, through analyzing the international marketing status and related problems of S Electric Power Construction Company, on the basis of summarizing the theoretical points of international marketing and marketing competitiveness and all analysis results, combined with the characteristics of power construction industry, this article built a enhancement system of the international marketing competitiveness of S Electric Power Construction Company and also clearly illustrated the meanings and relations of factors mentioned in the system. Then based on the said system, this article designed the enhancement program of international marketing competitiveness for S Electric Power Construction Company and set the related valuation indicators for the reflection of marketing performance and the substantial improvement of program implement and meantime proposed the guarantee ideas for the program implement. The whole system and program contribute to make S Electric Power Construction Company to gradually form the core marketing competitiveness in order to cope with the fierce competition in the international market. to enhance the company’s marketing performance. At the same time, the program will also provide the different perspectives and ideas for the other domestic enterprises when making the marketing strategies as well as the research of marketing competitiveness theory.The Chapter1of this article is introduction which detailed the background and significance of topics, research methods and innovation points, research thought and article framework. The Chapter2is overview of relative theories including international marketing theory, marketing competitiveness theory, electric power construction industry concepts and characteristics. The Chapter3is the analysis of S Electric Power Construction Company’s international marketing status including company overview and analysis against the international market and business and marketing competitiveness of company. The Chapter4is the design of international marketing competitiveness enhancement program for S electric Power Construction Company, which includes the system and program of competitiveness enhancement. The Chapter5is to propose the ideas to guarantee the enhancement program of the international marketing competitiveness of S Electric Power Construction Company in successfully implement. The Chapter6is the conclusion and prospect of this article.更多还原