Research On VT Market Strategy In Coal Fired Power Market Of China

"Energy conservation" is a commitment to the future and it is alsothe Corporate social responsibility. To study how earlier to make moreusers in the coal fired power industry in China to use the more reliableand high efficient products of VT is the spirit of this thesis.This thesis focuses on VT Turbo marketing strategy in Coal FiredPower Industry in China by making use of classic marketing andindustrial marketing theory, analytical tools and cases about marketingstrategy. According to the idea of what the problems are, how they areproduced and how to solve it, the thesis proceeds its analyses to solve theproblem and propose the marketing mix strategy.This thesis is composed of six chapters:The first chapter is the preface, which introduces the backgroundinformation, explains the importance of the research, and outlinesmethods used for this research. Generally, the structure of this paper ispresented as an overview in this part. In the second chapter, the thesisillustrates the fundamental theory, classic marketing theory and the theoryrelated to Industrial product. In the third chapter, the affiliation and general operation status of VT Turbo has been introduced and it is theanalysis of the current situation of variable speed product in China Coalfired Power Market. Based on the market environment and the marketdevelopment, the thesis illustrates the situation and the existing problemsof the variable speed product of VT China. In the fourth chapter, thetarget market has been divided into serveral segments. Every marketsegments has been measured by the size，structural attractiveness andconsistency．As per the results of evaluation of each market segments，thetarget markets are chosen, which followed by the positioning. In the fivthchapter, after considering the industruial product sales modle and theexisting market mix, the author recommends how to improve the productsstrategy，price strategy，path strategy and promotion strategy. Last but notleast, in the sixth chapter, the author figures out the current marketinganylise inadequacies, and how to make it better in future.Under the guidance of the marketing theory and base oncomprehensive study of enterprise s actual status，this thesis manages tosolve practical problems of VT Turbo．At the same time, it can be areference for the foreign—funded enterprises，who are actively exploringthe marketing strategy ready to enter or has just entered the Chinesepower market.