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摘要
广泛并有效的市场营销策略不仅是赢得市场竞争的一把利剑，更是赢得客户
的重要武器。在经济全球化形成的环境下，企业营销策略受到消费者购买行为的
日益个性化等的因素的影响，产生了根本性的很多变化，在这些变化的基础上，
企业如果想很好地生存与发展、并且不停的适应新的形势，就一定要立即在营销
策略方面进行探索和改进，这样才能不断地更新和完善。传统的模式已经不能满
足企业进行发展的需要，在新的经济环境与竞争环境下，企业在市场营销策略的
研究上呈现不同的发展变化趋势。
作为业务一家知名的农业机械生产企业，CL 公司在其经营发展过程中也遇到
了前所未有的挑战，必须要对现有的营销策略进行调整来市场需求。本文针对公
司在营销工作中出现的问题进行了系统梳理与有效探索。
文章首先对本研究的选题背景与研究意义进行了阐述；第二章简要介绍了经
典市场营销理论与 SWOT 分析方法；第三章对目前的行业发展现状进行了归纳并
简要介绍了 CL 公司目前营销工作的现状与存在问题。接下来展开了基于 SWOT
分析法的 CL 公司营销策略的优势、劣势、机会以及威胁分析并总结出了目前公司
营销策略的不足体现在内部管理、营销渠道、市场定位以及品牌意识四方面；第
四章针对分析结论的四点不足逐一提出改善策略。文章的分析结论为公司下一步
的营销策略改善提供了理论研究基础，也为同行业企业的营销策略改进提供了一
点借鉴价值。
关键词：CL 农业装备公司；营销策略；SWOT 分析法Extensive and effective marketing strategy is not only to win the competition in the
market of a sword, but also a more important weapon to win customers. With the
formation of the economic globalization trend, consumer buying behavior increasingly
personalized, and many other factors, marketing strategy appeared many fundamental
changes. Based on these changes, good survival and development of enterprises in order
to continue to adapt to the new situation, we must immediately explore and improve the
marketing strategy, keeping it constantly updated and improved. The traditional model
has been gradually can not meet the needs of enterprise development, marketing
strategy research showing a variety of development trends in the face of the new
economic environment and the competitive environment.
Chuan Long as a well-known agricultural machinery manufacturing enterprises,
their business development process also encountered unprecedented challenges, the
existing marketing strategy must be adjusted to market demand. In this paper, we give a
systematically analyze and effectively explore for the problem of marketing work.
Firstly, the background and significance of the study topics is described; Chapter
Two briefly introduces the classic marketing theory and SWOT analysis method; In
Chapter Three, the industry development status is summarized and briefly introduced
Chuan Long Status and Problems of marketing efforts. Next expand based on the
SWOT analysis Chuan Long advantage of the marketing strategy, weaknesses,
opportunities and threats analysis and summed up the lack of the company's marketing
strategy in four areas of the internal management, marketing channels, market
positioning and brand awareness; In Chapter Four, we propose improvement strategy
for each of the four shortcomings. The conclusions of the article provide a theory
research for company in the next step development, meanwhile, it also provide
reference value to improve the enterprises with the industry's marketing strategy.
Keywords: Chuan Long agricultural equipment company; marketing strategy; SWOT
analysis