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121XXXXXXMBAX111WTOXXXX12XXXXXMBAX213XXX14XXX1-1MBAX31-1FIUGURE1-1FrameworkofThisPaperXXXXX4PMBAX42002211998211LeonardBerry19831985BarbaraBundJackson1994RobMorganandShelbyHunt1997EvertGummessonPhilipKotler1999MBAX5ChristianGrönroos20002122005MichaelPorterMBAX621320032003122-12-1FIGURE2-1PurchaseBehaviorintheMarketofIndustryProduct3MBAX745622ProjectManagementInstitute2004MBAX8221QualityServicePriceQSPCustomerValueTriadCustomerPerceivedValueCPVTotalCustomerValueTotalCustomerCost2-2FIGURE2-2PhilipKolter:CustomerPerceivedValuePeterDruckerCustomerDeliveredValue2-3FIGURE2-3PeterDrucker:CustomerDeliveredValueMBAX92221985ValueChainCustomerValueDeliverySystem223CustomerValueDeliverySystemMBAX1020032241234MBAX115234PMBAX12X31311119802005198081998198020057.858.033-1(100GW30060410706213099420135100241450MW6587087050137890215120316890517200198019851990199520002005MBAX131991199519901.100.84199620000.642002200320032005600036001.333-2200120203-21981-2005FIGURE3-2PowerElasticFactorfrom1981-2005200.820.85-0.922020200010.70%7.87%12.00%8.35%9.50%6.44%8.63%10.10%5.13%12.62%0.601.100.840.611.330%2%4%6%8%10%12%14%0.000.501.001.502.002.503.00MBAX143300kW20106kW20209.6kW3-320203-32001-2020FIGURE3-3ForecastonPowerGenerationandInstallationCapacityfrom2001-20200.67W/20011kW/3300kW30303-13-1200020202000202019991999kWh/1081295025404700-16000316,890590,000960,000135,100263,000425,000-200,000400,000600,000800,0001,000,0001,200,000200020102020MW(100GWMBAX15kW/0.250.670.5751.3-1.62020900030001.2260020041380200515005203121X14-123MBAX163-4FIGURE3-4Bidding&TenderingProcedureinElectricPowerEquipmentPurchaseMBAX172123431316kV40.5kV6kV10kV35kVMediumVoltageCubicGas-InsulatedSwitchgearGIS0.02MPa-0.05MPaMBAX1850212kV20203-23-22020kV2010202040.518000250001231100048300012kV40.5kV40.5kV1982X2003507540.5kV2005400km1040.5kV4000MBAX1940.5kV40.5kV41220kV110kV266kV40.5kV312kV40.4kV46340.5kV12kV40.5kV40.5kV40.5kV314X20042005500045MBAX20X13-5FIGURE3-5InfluenceFactorsonCustomerPurchase12397%90%85%67%28%0%20%40%60%80%100%MBAX214532XX8DA10X1982ABBAREVAALSTOMXABBZXAREVAWIA/WIBABBZXAREVAWIA/WIBXX3-3X12kVNXPLUSC2000A31.5kA/3s40.5kV8DA102500A40kA/3sMBAX2233X331X3-63-6FIGURE3-6FiveForceCompetetionModelforMVGIS1XABBAREVARITZPHISTERERNAXSONABBAREVAMBAX233-4XX20082002-3ABB3820AREVAAREVAALSTOMAREVA20104-523520MBAX2441997600.1IEC3-53-5112/40.5kV12/40.5kV24000A6300A340kA/3s63kA/3s4600mm-800mm1400-1800mm565MBAX25614.7%20059332XXXX1(PureSupplierProjectsXX2PartialProjectsX3TurnkeyProjectsXXXXMBAX26X333XX1X23MBAX27434X3-7,3-7X3-7XFIGURE3-7AnalysisonLostProjectsinXCompany341XX46200531ABB200538AREVA191256%24%10%10%MBAX28X3-8FIGURE3-8MarketShareinMVGISXX3421XX5-15242X562XX12kVABB10AREVA340.5kVABB15AREVA7X31%ABB38%AREVA19%12%MBAX29343X344X3452335MBAX30XXXXMBAX31X414114-1FIGURE4-1MarketSegmentationforMVGISBasedonCustomer(1)200030MW40kA/3s40kA/3sMBAX324-14-112kV35kV35kV235kV35kV412X4-2MBAX334-2X413120084-34-3MBAX3435kV35kV20082085151054-44-424-5MBAX354-54-64-64-7MBAX364-7-40.5kV12kV4141235kV35kV4-84-8X12kV40.5kV42X421X4-2MBAX37X4-2FIGURE4-2CustomerEvaluationontheMVGISProducts422250246810XABBAREVAMBAX384-5FIGURE4-3AnalysisontheValueofCustomerNeeds124-9MBAX394234-64-6XFIGURE4-6QuadrantAnalysisonMVGISProductsfromXCompany4244-10IIIIIIVIMBAX4043XXMBAX41XX515115-1MBAX425-1FIGURE5-1ProjectizedMarketingOrganizationChart51215-22BUMBAX435-2FIGURE5-2ProjectizedMarketingStructure5125-31X23MBAX44455-3FIGURE5-3EngineeringProjectManagementStrategyMBAX45525-153531MBAX4653215-45-4XFIGURE5-4SalesNetworkinChinaMBAX4721233545411MBAX48235421PI1-P0EPI1-P0PI11EIPEMBAX4923XEXEXEXEX-205-2EXEX-12-9-15-11-16-134543MBAX50555515-35-3MBAX515525-45-456XMBAX5212345MBAX53XXXXX123XX45MBAX54[1]112003[2]2001[3]2001[4]2001[5]1992[6]GidoJackClementsJamesP2000[7]200320045[8]2004129[9]1998[10]19997514-518[11]2000549-52[12]20045192-193[13]2006647130-31[14]2006148-50[15]1999130-31[16]200512137-138[17]2006180-81[18]200120202001246-51[19]2005821-25MBAX55[20]2020200323535-39[21]2006-20102006410-14[22]20044108[23]2003520[24]2005836-38[25][]2002[26][]2005.03[27][]2003[28][]2004[29][]2002[30][]2005[31][]2005[32][]2003[33][34][35]GaryL.Lilien,ArvindRangaswamy,MarketingEngineeringSecondEdition,2003[36]ProjectManagementInstitute,AGuidetotheProjectManagementBodyofKnowledge(PMBOKGuide)ThirdEdition,2004[37]InternationalProjectManagementAssociation,ICBIPMACompetenceBaselineVersion2.0,1999[38]HaroldKerzner,ProjectManagement:ASystemsApproachtoPlanning,Scheduling,andControllingEighthEdition,JohnWiley&Sons,2003MBAX561X1GISa.Xb.ABBc.AREVAd.2GISa.b.c.GISd.____________________________3a.b.c.d.e.4a.b.c.Ad.5a.b.c.Ad.6a.b.c.Ad.7a.b.c.Ad.8GISAISGISa.b.c.d.___________________________________________________MBAX579AISGISa.1~5b.5~10c.d.10a.6kVb.12kVc.40.5kVd.110kVMBAX58MBAMBA0412097