湘电风能公司营销策略分析

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1、韭豆奎亟盘芏童些亟±坐色监童皇gSI曼△￡IABSTRACTABSTRACT：WindpowergenerationisthemostpotentialmarketfortherenewableenergyfieldinthefutureWiththegradualdevelopmentofthelndustD'newinvesmaentwillreachabracketamount70billionto80billionYuanaccordingtotheestimationinthecoming10yearsAsapartofit，theannualdemandintheWind"o

2、athinemarketwillreach40billinnto60billionYuanFacingthebrightwindturbinemanufacturingindustry,XEMCwthdpower,amedium—sizedcompany,positionedatthesecond-levelinthemarketcompetitionpattemisfacedwiththequestionshowtoachievegreatermarketshareinthefiercemarketcompetition，andhowtogetmoremarketcompetitive

3、advantagethantherivalsThispapermainlystartsfromthecurrentsituationofindustry．Firstofall，themarketbackgroundthatwindpowerinduslryfaceswillbereviewed；followedbya,MndturbinemanufacturingindustryschainanalysisthroughtheuseofMichaelPorterprofessorlSindustryanalysistheoryandtheSWOTanalysismodelAtthesal

4、netime，theexternalenvironmentfacedbythecompanywigbediscussedintermsofthePESTanalysismethodaswellRStheindustry‘Ssupplyanddemandinordertoshowtheindustry‘SoverallsituationandcompetitivepaRemconclusivelyThisisthestageofproblemanalyzingandunderstandingThesecondstagewillllsetheSWOTanalysistocomeOUtwith

5、thecompany‘SsⅡengths、weaknesses、opportunitiesandthreatswhichwouldhelpfindingOUttheproblemsItisthestageofraisingthequestionFinally,puRingforwardcompany’Smarketingstr-ategyandmarketingmixdesignbytheuseofSTPtheoryand4P+Smarketingcombinatorialdesigntheory,combinedwiththeproblemsfacingthecompany．there

6、byachievingthepurposeofsolvingproblemsIntheendtheauthorsummarizedtheconclusions☆,tementtom遁，o％workexperienceandresearchwork．furthermoi'Ie，themarketingworkofthewindturbineindustrywouldbediscussedonthebasisoftheXEMC’sstrategy,whichhasacertainreferenccvalueKEYWORDS：Marketing；Windturbinegeneratorsyst

7、em；Windenergy；XEMCCLASSN0：韭夏至垣盍堂主些亟±芏也监奎目垂目录中文摘要⋯iiiABSTRACTI绪论1．1论文研究的背景和意义712论文的内容与结构⋯⋯⋯⋯813市场营销相关理论⋯92风电整机制造行业市场现状⋯⋯⋯⋯1421风电与风电整机制造行业背景14211国际风电行业市场⋯14212国内风电行业市场⋯152风电整机制造产业链状况1623风电整机制造产业链分析182．31现有公司之闻的竞争18232潜在进