基于用户满意度的中国南方地区浅层地热能供暖制冷市场营销策略研究

Research on Marketing Strategies for Shallow Geothermal Heating and Cooling in Southern China Based on User Satisfaction

摘要: 随着全球对清洁能源的需求不断增长，浅层地热能作为一种可再生的绿色能源，在供暖制冷领域的应用潜力巨大。然而，浅层地热能市场尤其是中国南方地区推广面临诸多挑战，用户满意度对市场拓展至关重要。本文通过对南方浅层地热能集中供暖制冷社区用户进行调研，深入分析了浅层地热能供暖制冷用户的使用意向、满意程度及其影响因素，并基于此提出了针对性的市场营销策略建议，旨在提高浅层地热能供暖制冷的市场占有率，以促进地区浅层地热能的健康发展。

Abstract: With the growing global demand for clean energy, shallow geothermal energy, as a renewable green energy source, has significant potential in the heating and cooling field. However, the promotion of shallow geothermal energy, especially in southern China, faces numerous challenges, and user satisfaction is crucial for market expansion. This paper conducts a survey of users in communities that have adopted shallow geothermal heating and cooling, providing an in-depth analysis of user intentions, satisfaction levels, and influencing factors. Based on this analysis, targeted marketing strategy recommendations for southern China are proposed, aiming to improve the usage rate and satisfaction of shallow geothermal energy users, thereby promoting the healthy development of shallow geothermal energy in the region and increasing market share.