本文以工业产品经销商 B 公司为研究对象，根据公司的实际情况，讨论如
何进行多品牌多产品的市场营销。文章第一章介绍了研究背景和目的，研究路线
和结构框架；第二章介绍相关理论；第三、四章分别进行了工业品的分析和行业
分析；第五章介绍 B 公司多品牌多产品营销战略的构建与实施，包含公司现状
分析和 SWOT 分析，国内主要竞争对手分析，公司多品牌营销分析及战略构建，
多品牌市场营销战略与实施。该战略从渠道建设、团队建设、产品方案、行业方
案、供应商方案和客户方案角度进行了研究并提出相应的见解；第六章进行了结
论与研究展望。
文章结合国内外宏观经济，根据本行业的真实情况进行营销研究。B 公司是
现实存在的公司，即必迪艾（天津）轴承有限公司（简称 BDI 或必迪艾），营
销中的方案是理论与实际的结合，其中一些方案在实际工作中已经取得一定的业
绩。
本文认为，工业品的多品牌集中供应存在着广泛的市场，也是未来发展的方
向。希望本文能够给其他企业的管理者带来指导性的建议，扩展企业营销思路，
实现企业可持续健康发展。
关键词：工业品；经销商；多品牌；多产品；市场营销ABSTRACT
With the development of economy, China is a world factory keeps changing.
Especially after the 2008 financial crisis, under the driving of cost increased
significantly in manufacturing, companies start upgrading their products and reducing
their costs. For customers, demand is not only products and services, but also the
solutions of improving enterprise competitiveness and reduces operating costs.
This report take B company of industrial product as research object，according to
the fact of B, and discuss how to manage marketing of multi-brand products. Chapter
1 introduced research background and purpose, researched route and structure
framework; chapter 2 introduced related theory; Chapter 3 and chapter 4 analyzed
industrial products and related industry; chapter 5 introduced the marketing
management for multi-brand products of company B, including SWOT analysis,
domestic main competitor analysis, marketing and strategies analysis and
implementation. This strategy researched through marketing channel building, team
building, product program, industry solution, strategic cooperation with supplies and
customers; Chart 6 is the conclusion and research prospect.
Combining with domestic and foreign macro-economic，this report had in-depth
marketing research according to the actual situation of the industry. B company is real
company, named BDI (Tianjin) bearing Co., Ltd. Some of methods have achieved
certain results.
Industrial-products with multi-brand is the future trend of marketing. Hope this
article can bring to enterprise managers some guiding suggestions.
Key words: Industrial products; Distributor; multi-brands; multi-products; marketing
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