文章主要分为以下几部分内容：第一部分在详细分析 R 电机公司发展现状的
基础上，发现其在营销策略中存在的问题，即关联问题、节省问题、回报问题和
关系问题；第二部分收集了大量的可靠数据，并对数据进行 PESTEL 分析、波特
五力模型分析和 SWOT 分析，分别从宏观环境、行业环境和市场环境这三个角度
全面完整地分析了 OEM 业务的宏观环境、整个行业的环境和 R 公司的市场环境；
第三部分就是基于 4P 理论，从产品、价格、促销和渠道四方面设计出新的营销
策略组合，另外还根据实际情况构想了符合现代潮流的网络信息化营销方案；第
四部分就是阐述如何才能保证人文营销策略和网络化营销策略在实施过程中能
够顺利无阻，并提出相应的措施。
以市场为导向的营销策略可以让 R 公司的电机产品能够迎合客户的需要，这
就要求公司在进行产品营销时要以客户的利益为出发点，增强公司和客户的互动，
同时公司还可以在营销时对客户进行公司的品牌价值的宣传，进而增强客户对公
司产品的好感度，以此来提高市场占有率。
关键词： OEM 电机产品 营销策略 4P 价值传递II
Abstract
With the deepening of economic system reform in China, great changes have
taken place in the macroeconomic environment. These changes also spread to the
OEM market, which has directly influenced the OEM manufacturers’ demand for
motor products. In order to win greater market share, machinery manufacturers in
China and other main developed countries are making the adjustment to the original
marketing strategies. Under these circumstances, the most important task for R
company is to make a new marketing strategy which is of higher market adaptability
and more customer-oriented.
The article is divided into the following parts: the first part is to find out the
existing problems in R motor company’s marketing strategy on the basis of analyzing
the current development of this company, namely the association problem, saving
issue, return issue and relationship issue. The second part is to fully analyze the
OEM’s macro environment , the whole industry environment and R company's market
environment from three aspects which are macro environment, industry
environment and market environment . A large amount of reliable data are collected,
which are analyzed by PESTEL analysis, Potter's five forces analysis model and
SWOT respectively; And the third part is to design the new marketing strategies
according to 4P theory including four aspects, namely product, price, promotion and
channel; besides, this part also conceives the modern prevailing E-marketing scheme
based on the actual situation; The fourth part is to explain how to guarantee that the
people marketing strategy and E-marketing strategy will be implemented smoothly
and to come up with corresponding measures.
Market oriented marketing strategy can make R company's motor products meet
customers’ requirement, which requires the company take the customer's interests as
the starting point, enhance the interaction between customer and company, at the
same time, propagandize the company's brand value when in the marketing, to
enhance customers’ favorable impression on company’s products, then resulting in
improving the market share.
KEYWORDS
：
OEM
；
Motor product
；
Marketing strategy
；
4P
；
Value transfer
；
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