Wind Power Equipment Products Organizational Marketing Analysis

Organization Marketing are all the activities made to provide products and service for organization clients, which means marketing towards organizations'products and service. Organization Marketing is an important part of whole social economic developments that is compared with customers marketing. It's a complex and quite attractive area. This article analyses the application of organization marketing theory and model through a survey to windpower equipment market.Firstly, the Author discusses several concepts of organizational marketing, and presents the original and common features of these concepts. This article compares several concepts about the organizational marketing, the organizational market and consumer market and depicts the features of organizational market. It also summarizes the importance and necessity of studying organizational market. Then towards the differences between organizational market and customers market, the author analyzes the management of organizational marketing using " 4ps" theory.The third chapter analyses the marketing features and model of windpower equipment theoretically. According to the methodology of "theories of PEST", it discusses the domestic policies and law, economics, techniques and social environment. Towards the Porter's five forces model, it analyses the competitors of the windpower equipment market, and depicts the characteristics and customers' types of the windpower equipment market.The forth chapter is the core of this article, it discusses the market segments of organizational marketing. According to the works on windpower equipment , it studies the market segments and positioning using marketing methodology ,including organizational purchasing objects, methodology, and functions. It classifies the purchasing behaviors, studies the decision making unit(DMU), the structure and the roles it plays in it. Then by studying on organizational purchasing decision making process, it quotes some common-accepted organizational marketing theories, such as Web and Wind Model( focusing on purchasing decision making)...