【作者】 陈明；

【导师】 张颖丽；

【作者基本信息】 吉林大学 ， 高级管理人员工商管理硕士（EMBA）（专业学位）， 2019， 硕士

【摘要】 近年来,国家强调碧水蓝天工程,将环保指标列为考核政府成绩的重要指标之一。新《环保法》2015年实施,《大气污染治理法》同年进行修订。受城镇化和城乡一体化推动,环卫服务需求稳步增长,城区有效机械化清扫面积达到100亿平方米,部分省市要求机械化清扫率达90%以上,城市路面以克论净。公园广场、人行便道、背街小巷的路面保洁工作成为城市的痛点。尤其,党的十九大提出,建设生态文明是中华民族永续发展的千年大计,把坚持人与自然和谐共生作为新时代坚持和发展中国特色社会主义基本方略的重要内容,把建设美丽中国作为全面建设社会主义现代化强国的重大目标。在如此压力的形势下,政府加大了环保治理的资金投入,环卫设备采购量呈复合式增长,其中小扫路机的增长更是复合增速达到25%;年采购量也从2016年的2500辆增长到2017年的3000辆,预计2022年采购量将达到9350辆。随着地方财政实力和城市保洁需求不同,产品结构也在发生不断变化,燃料类型由传统燃油向纯电动转化,行业的快速增长,为多功能小扫路机行业带来了前所未有的发展机遇。本文通过市场营销策略、竞争环境分析、SPT等理论方法展开研究,分析了环卫市场的销售数据,结合行业环境、竞争环境、营销策略以及其他扫路机企业的综合表现,从产品、价格、渠道、三个方面分别有针对性地制定了SLJ公司的营销策略。更多还原

【Abstract】 In recent years,the state has emphasized the blue water and blue sky project,and listed environmental protection indicators as one of the important indicators to assess the performance of the government.The new Environmental Protection Law was implemented in 2015,and the Air Pollution Control Law was revised in the same year.Driven by urbanization and integration of urban and rural areas,the demand for sanitation services has steadily increased.Effective mechanized cleaning area in urban areas has reached 10 billion square meters.Some provinces and municipalities require more than 90% mechanized cleaning rate,and urban pavement should be treated with restraint.The work of cleaning the pavement of Park square,sidewalk and back street has become the pain point of the city.In particular,the Nineteenth National Congress of the Communist Party of China put forward that the construction of ecological civilization is a millennium plan for the sustainable development of the Chinese nation.It regards the harmonious coexistence of man and nature as an important part of the basic strategy of upholding and developing socialism with Chinese characteristics in the new era,and regards building a beautiful China as a major goal of building a powerful socialist modernization country in an all-round way.Under such pressure,the government has increased investment in environmental protection management,and the purchasing volume of sanitation equipment has increased in a compound way,with the growth rate of small road sweepers reaching 25%.The annual purchasing volume has also increased from 2500 in 2016 to 3000 in 2017,and the purchasing volume is expected to reach 9350 in 2022.With the difference of local financial strength and city cleaning demand,product structure is also changing.Fuel types are transformed from traditional fuel to pure electric power.The rapid growth of the industry has brought unprecedented development opportunities for the multi-functional small road sweeper industry.This paper studies the marketing strategy,competitive environment analysis,SPT and other theoretical methods,and analyses the sales data of the sanitation market.Combining with the comprehensive performance of the industry environment,competitive environment,marketing strategy and other road sweeper enterprises,the marketing strategy of SLJ company is formulated from three aspects: product,price and channel.更多还原