STP理论的实质是市场定位,定位战略是市场营销战略的核心和基础,制定和实

施相关的营销组合策略、竞争策略,以及营销执行和控制需要以定位战略为基础。本

文结合TR公司在天窗业务领域的营销实践,依次进行市场细分、目标市场选择、核

心竞争力分析等一系列研究,最终确定TR公司在天窗业务领域的市场定位和相关战

略。全文以STP理论为基础,尝试结合工业品营销和项目营销的相关理念进行综合

研究,同时提出一些思路、建议和操作方法以期应用于工作实践。

关键词:排烟天窗STP理论市场定位工业品营销11220690208 尹宏瑞
市场定位战略在排烟天窗营销领域的研究和应用

Abstract

The substance of STP Theory is market positioning. Positioning strategy is the core

and foundation of marketing strategy; working out and carrying out relative marketing

strategy, competition strategy. Marketing implement and control should take orientation as

base. This paper combines the market practice of Skylight ventilation field of TR Co., Ltd.

It divides the market, chooses the target market, analyses core competence and finally

determines the market positioning and strategy of Skylight Ventilation of TR Co., Ltd.

This paper takes STP Theory as base to try combining relative concepts of industrial

products and projects marketing; proposing some ideas,suggestion and operation methods

to put into practice.

Key words: Skylight Ventilation STP Theory, Market Positioning,Industrial

Marketing