【作者】 张凯；

【导师】 黄超；

【作者基本信息】 东南大学 ， 工商管理， 2015， 硕士

【摘要】 随着国家产业结构的调整及城市化进程的加快,国内电力市场规模的不断扩大,为电气制造业提供了难得的发展机遇。进入“十二五”之后,我国基础设施建设的持续发展和国内市场现有的巨大存量市场,依然在刺激着整个电气行业的高速发展。从上世纪90年代末至今(1999-2014),中国经济在世界经济中的份额从3%一跃到了12%,改变了世界经济格局的同时,在世界经济中的地位也取得显著提升。这些成果正是得益于改革开放以来经济上走出去和引进来的战略。大量外资随着国家招商引资的战略对国内进行着资本和技术的输入,S公司正是随着这波浪潮进入了中国市场。作为一家世界500强的电气企业,S公司在国内市场取得了很大的成功,但随着市场的不断变化,机遇和挑战并存,如何对现有营销战略进行优化来面对市场的变化,是S公司当下需要思考和解决的问题。本文分析企业当前的营销战略及其执行现状,以SWOT分析为工具对企业内外环境和自身能力做分析,从而对企业现行的营销战略做出优化。本文希望通过对当前环境和行业发展的分析,对竞争对手以及S公司自身的在配电市场的营销战略做出分析,探索电气行业在当前以及未来的中国市场的发展。同时总结过去的成功与问题,提出营销战略的优化,对未来整个行业的发展以及S公司在行业中的营销战略提出建议。同时对国内的电气行业以及其他传统制造行业提供一些思路和借鉴。更多还原

【Abstract】 As national industry restructuring and urbanization in China is progressing, domestic electricity market continues to expand, which provides a valuable opportunity for the development of electric manufacture. For the Twelfth Five-year Plan implementation, the entire electric industry continues to grow as stimulated by the stable development of China’s infrastructure and the large domestic market. In the past fifteen years from 1999 to 2014, the percentage of China’s economy in the world has risen from 3% to 12%, which shows that China has become more important in the world economy and has great implications for the landscape of world economy, resulting from the go- global and bringing-in strategies since reform and opening-up. As foreign capital and technologies are attracted in China, S company entered the Chinese market. As one of the world 500 strong, S has achieved great success in Chinese market. However, with the changing market where challenge and opportunities exist at the same time, S have to consider and decide how to chose an appropriate marketing strategy to respond. The issue analyzes the present marketing strategy of the company and the status of the implementation. SWOT analysis tool is also used to find out the company’s capability and its external and internal environment, optimizing the present marketing strategy. The issue is trying to explore the development of electric industry in present and future Chinese market through the analysis of present environment and industry development, the competitors of the company, and the marketing strategy of the company. Consequently, recommendations are provided for the development of the whole industry and S company, based on analysis of its past achievements and the marketing strategy optimization.更多还原