【作者】 王丽丽；

【导师】 许正良；

【作者基本信息】 吉林大学 ， 市场营销（专业学位）， 2016， 硕士

【摘要】 我国能源紧缺,能耗浪费严重,在经济建设高速发展的今天,能源环境问题已经成为制约经济发展的重要瓶颈。节能减排、环境治理工作作为当前国策,日益紧迫和重要。我国城镇建筑能耗约占全国总能耗的近30%,其中集中供热的能耗又占到40%以上,是建筑节能的重中之重。所以供热节能是节能工作的重点。供热制度改革是供热节能的需要,供热制度改革中一个重要环节就是供热计量收费制度的改革,从“十一五”到“十二五”以政策为导向的既有居住建筑热计量改造,至2015年底全国基本已经实施改造完成。2016年2月国家政策:“进一步加强对城市集中供热系统的技术改造和运行管理,提高热能利用效率。大力推行采暖地区住宅供热分户计量,新建住宅必须全部实现供热分户计量,既有住宅要逐步实施供热分户计量改造”。有了政策性对新建建筑热计量行业的支持,对于如何开展市场推广营销活动势必是热计量系统生产企业最为关注的话题。SR科技有限公司是一家专业为供热企业提供智能热网控制系统和热计量系统产品的企业,本文以SR公司热计量系统产品为主体,结合企业自身基本情况,在以节能为背景的宏观环境下,采用PEST分析法,对供热节能的经济政策环境和行业竞争环境等要素进行全面的分析,并对SR科技有限公司热计量系统产品的营销现状、热计量行业现状及购买者需求状况等进行深入分析;通过分析企业的核心竞争力根据4P理论在实际工作中的应用,对目标市场进行细分,明确以通断时间面积法实施为主的区域定为目标市场,针对目标市场展开热计量系统产品的营销组合策略,充分发挥SR公司热计量系统产品专业性、差异化的优势为基础,并组建顾问式营销团队为区域内客户提供服务为保障措施;笔者在本文的编写过程中也为实际工作提供思路,同时希望为行业内企业营销策略研究提供参考。更多还原

【Abstract】 There is a serious waste of energy consumption under the China’s shortage of energy. The rapid development of economy and construction today, energy and environmental issues have become an important bottleneck restricting the development. It is increasingly urgent and important for energy saving and emission reduction as the current national policy. China’s urban building energy consumption accounts for about 30% of the total national energy consumption, of which more than 40% of central heating energy consumption, is the top priority of building energy saving. So heating energy saving is the key work of energy conservation.Heating system reform is the needs of energy-saving heating, one important section is heating metering and charging system reform. National existing residential building heat metering transformation guided by the policy from the "11th five-year plan" to "12th five-year plan" have been basically implemented to the end of 2015. National policy in February 2016 is : "to further strengthen the urban central heating system technology transformation and operation management to improve the efficiency of heat utilization. To promote residential heating household metering in the heating area vigorously, the new residential building must be fully realized heating household metering, to gradually implement of the existing residential building measurement transformation". With the support of policy of the new building heat metering industry, how to carry out marketing activities is bound to be the most concerned for enterprises producing the heat metering system.SR Tech. Co., Ltd. is a enterprise which is professional to provide intelligent control system of heating system and heat metering system products. In this paper, we take the products of the SR company as the main products of heat metering system, combined with the enterprise’s situation, under the background of macro environment, using PEST analysis method, the comprehensive analysis of the economic policy environment on heating energy consumption and industry competition environment and other factors, and in-depth analysis the status of the current the marketing, industry of the heat metering and potential buyers demand of products of SR Tech. Co., Ltd was carried out. Through the analysis of the core competitiveness of enterprises based on the application of 4P theory in practical work, to subdivide the target market, in order to clear off the implementation of on-off time and area law based region as the target market, marketing combination strategy of heat metering system products for the target market in full Volatile SR heat metering system products professional, differentiation advantage as the foundation, and the formation of marketing consultant team for customers in the region to provide services for security measures. It provides a effective way for practical work during the writing, and the author hope it can provide a reference for the enterprises within the industry enterprise marketing strategy research.更多还原