文档介绍：摘要
我国太阳能热水器行业在经过了十多年的快速发展之后,现应该讲还处于发展阶段,只不过速度较前几年减缓,品牌集中度不高,主要热水器生产厂家销售额增长缓慢,市场竞争相当激烈,近乎白热化状态,离整合期好像还有段时间。皇明太阳能公司作为行业的龙头,其营销策略必有值得学习探究的地方。
本文以皇明太阳能公司的营销组合策略为研究对象,研究范围为皇明太阳能热水器国内市场,根据对皇明太阳能公司的资料收集,对皇明太阳能公司所采用的营销组合策略进行了系统性的分析探究,针对皇明太阳能公司的已经实施的相应的产品策略、价格策略、渠道策略、促销策略、及政治权力关系策略、公共关系策略等营销组合策略,利用市场营销组合理论对皇明太阳能公司在其营销组合策略中所采用的具体策略进行研究分析。
在此基础上,本文还依据皇明太阳能公司的营销现状对皇明太阳能公司未来发展作了前瞻性的思考与建议,希望对皇明太阳能公司的营销经验提升和公司发展有促进作用,以及为国内其它同类企业提供一定的借鉴意义。
关键词:太阳能,营销组合策略,对策研究
ABSTRACT
In China ,after the rapid development for more than a decade,the solar water heater industry is still at the development stage, but the pace slowed down over the previous few years ago, brand concentration is not very high, the sales volume of the main water heater manufacturer is increasing not so rapidly, petition is very intense, almost white-hot status, it seems that there is still a long tine until ing of its integration period. HIMIN solar pany, as the industry leader of solar panies, and its marketing strategy must be have special things to learn and to explore.
This article about the marketing-mix strategy of HINMIN and the research just for the domestic market, according to the data collection of Himin solar pany, HIMIN used bination of marketing strategy to explore the systematic analysis, in view of imperial that the pany has implemented the corresponding product strategy, pricing strategy, channel strategy, promotional strategy, and political-power strategy, public-relationship strategy ,and use the theory of marketing-mix to take specific analysis and research.
On this basis, this article is also based on pany's marketing of HIMIN on the status of pany's future development of the forward-looking thinking and proposals in the hope that HIMIN marketing experience and pany to enhance the development, as well as other similar domestic enterprises take HIMIN as a certain reference.
Keywords:solar energy ,marketing-mix strategy ,countermeasures
目录
第一章导论
我国太阳能热水器行业起步于上世纪80年代末。随着我国改革开放的深入,城乡局