元升太陽(yáng)能公司拓展武漢市場(chǎng)的營(yíng)銷策略研究.pdf

1、蘭州大學(xué)碩士學(xué)位論文元升太陽(yáng)能公司拓展武漢市場(chǎng)的營(yíng)銷策略研究姓名：周濤涌申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：何麗紅20090901MBA學(xué)位論文作者：周濤涌元升太陽(yáng)能公司拓展武漢市場(chǎng)的營(yíng)銷策略研究ABSTRACTSolarenergyasanenvironmentallyfriendlyandrenewablesourceofenergyhasbeenattachedtogreatimportanceunderthecircums

2、tancesofglobalenergycrisisAlso，itsapplicationsarebecomingincreasinglyimportantinmanycountriesAmongthem，solarwaterheater(SWH)iswellestablished，whichhasbeendevelopedrapidlyinthelate20“centuryDomesticsolarwaterheaterproduct

3、ionandapplicationbeganinthelate1970sAttheendof2008，thereweremorethan5000enterprisesengagedindeveloping，producing，seningandinstallingofsolarwaterheaterWithanannualsalereaching18millionsquaremeters，Chinahasbecomethelargest

4、countryintheworldinregardwithsolarwaterheaterproductionandconsumptionDespiteofthis，themarketofSWHstillhasgreatspacetodevelopbecauseofaccentuatedconsciousnessofenvironmentalprotectionYuanshengSolarCompanyestablishedin1998

5、，seizedmarketingopportunitiesanddevelopedrapidlybecomingalargescaleandbackboneenterpriseinthefieldinrespectoftechnologyR&D，productmanufacturingandsalesYuanshengSolarCompanyhasbeentryingtoopenupthemarketinWuhansince2002Ho

6、wever，themainproblemtheyarecurrentlyfacingisthelackofsalesgrowth，whichtriggersthedesperateneedsofeffectivemarketingstrategiesThepresentstudywasdesignedtoenhancethesalesinWuhanmarketofYuanshengSolarCompanyThemacroandmicro

7、scopicmarketingenvironmentsofYuanshengSolarCompanywereanalyzedviamodemmarketingmanagementtheoriesFurtheGtargetmarketselectionandmarketpositioningwereraisedaccordingtocompositionofWuhanSWHmarketsOnthesebases，detailedmarke

8、tingstrategiesweredesignedtoexpandWuhanmarketofYuanshengSolarCompanyinrespectofproduct，pricing，placeandpromotionThisstudywillnotonlyofsignificancehelpingYuanshengSolarCompanytoexpanditsmarketinWuhan，butbereferabletoother