S公司四川地区变压器产品营销策略研究

S公司四川地区变压器产品营销策略研究摘要随着我国经济社会的快速发展，电力需求与日俱增。四川地区是我国水电资源最为丰富的地区之一，当地电力基础设施建设力度不断加大，电力设备需求和供应越来越大，变压器作为电力基础设施的重要基础性设备，在四川地区有非常大的市场空间。S公司是一家电力设备制造安装与工程服务公司，在2018年并购了一家变压器公司，正式进入变压器制造和销售行业。鉴于四川地区变压器巨大的市场需求，地处东部地区的S公司也积极布局四川，抢占市场份额。本文就以S公司四川地区变压器产品营销策略为研究对象，围绕S公司四川地区变压器营销策略和措施建议进行研究。首先，提出了研究的现实背景和重要意义，其次梳理了市场营销相关理论基础，介绍本文使用到的研究工具。然后对S公司基本情况和四川地区市场营销现状进行介绍，并提出了公司现有的4P策略，通过问卷调查和人员访谈的方式，总结了四川地区营销中存在的问题，并进行原因分析。下一部分对公司四川地区变压器市场营销环境进行分析，先对行业环境进行分析，然后借助PEST模型和五力模型分析了S公司的市场营销环境，同时应用SWOT法对S公司在四川地区销售变压器的优势、劣势、机会和威胁进行分析。然后对变压器市场进行细分，通过公司竞争优势和细分市场的吸引力两个维度来选择目标市场。在此基础上对S公司四川地区变压器营销策略进行了改进，产品策略中论述了产品研发策略和产品服务策略，价格策略中论述了针对不同产品、不同细分市场的定价方法，渠道策略中提出了优化现有渠道、加强代理商的合作与管理、EPC订单获取、建立互联网销售平台，促销策略中提出了人员促销、广告促销，然后提出了保障措施建议。最后对论文进行总结，提出不足。本文的研究，对S公司四川地区变压器产品营销进行了系统分析，并有针对性地制定了营销策略，提出了措施建议，能够帮助S公司实现在四川地区变压器产品营销目标，并为相关企业提供参考和指导。关键词：变压器，营销策略，SWOT分析ABSTRACTWith the rapid development of China's economy and society,the demand for electricity isincreasing day by day.Sichuan is one of the regions with the most abundant hydropowerresources in China.The local power infrastructure construction continues to increase,andthe demand and supply of power equipment are getting larger and larger.Transformers,asan important basic equipment of power infrastructure,have a very large market space inSichuan.S Company is a power equipment manufacturing,installation and engineeringservice company.In 2018,S Company acquired a transformer company and officiallyentered the transformer manufacturing and sales industry.In view of the huge marketdemand for transformers in Sichuan,S Company,which is located in the eastern region,isalso actively layout in Sichuan to seize the market share.This paper takes the marketing strategy of transformer products in Sichuan of S companyas the research object,research on the marketing strategy and measures of transformer inSichuan ofS company.Firstly,it puts forward the practical background and significance ofthe research.Secondly,it combs the theoretical basis of marketing and introduces theresearch tools used in this paper.Then it introduces the basic situation of S company andthe current situation of marketing in Sichuan,puts forward the existing 4P strategy of thecompany,summarizes the problems existing in marketing in Sichuan through questionnairesurvey and personnel interview,and analyzes the reasons.The next part analyzes thecompany's Transformer marketing environment in Sichuan.Firstly,the industryenvironment is analyzed,and then the marketing environment of S company is analyzedwith the help of PEST model and five forces model.At the same time,SWOT method isused to analyze the advantages,disadvantages,opportunities and threats of S company'sTransformer sales in Sichuan.Then the transformer market is subdivided,and the targetmarket is selected through the two dimensions of the company's competitive advantage andthe attraction of the subdivided market.On this basis,the transformer marketing strategy ofS company in Sichuan is improved.The product strategy discusses th