不过因为全球的经济形势不稳定性的影响，我省木制品加工企业的出口受
到影响，各企业为了降低生产成本，维持运营，也在生产工艺，技术更新方
面做了一些工作，造成对一些辅材的需求降低；同时其它品牌也在逐步满足
终端客户的改变，一方面是降低产品价格，提高良好的售后服务，同时也在
产品价格方面做了调整，以提高自己的竞争力；而 3M 还受到自身在市场定
位，产品开发，价格，渠道维护，促销手段等方面的限制而不能很好的在木
工市场发展。面临着来自于市场，竞争对手，经销商和自身等多方面的问题，
3M 需要认真面对上述的问题并制定合理有效的营销策略，从而实现预定的
销售目标。
本文以 4Ps 营销理论基础并结合市场现状的思路着手，一是从黑龙江省
的宏观环境入手，对影响营销结果的一些因进行分析，包括制造厂商自身因
素，用户因素，竞争对手因素，产品因素，大环境因素等。二是在以上研究
的基础上结合 3M 公司自身的现状，发现 3M 公司在市场营销方面存在的问
题，尤其是对人员配置，处理问题的流程，销售目标的制定等影响销售的人
为方面的因素进行了分析。三是对一些属于营销策略范畴的问题进行了总结，
重点集中于 3M 对木工市场的分类，投入市场的研磨产品的种类，价格，渠
道，促销等方面的问题，这些问题的存在是 3M 在黑龙江木工市场进展不利
的内在原因，是最需要提出改进的部分，所以本文中对于市场细分，目标市
场的确定，营销策略的完善提出了一些切实可行的意见和办法，比如在新产
品开发，弹性价格的制定，可行的促销手段，具有激励作用的销售政策等等。
最后本文在实施保障方面也提出了一些建议，重点包括内部管理的调整，流
畅的沟通和及时的反馈才是所有营销政策执行的保障。
关键词：3M；木工市场；研磨产品；营销策略
Abstract
Heilongjiang has some of China’s biggest forestry resources, with its
excellent conditions leading to the establishment of many woodworking and
timber processing enterprises. This rich timber market has also led to an increase
in need for abrasive products. After the influx of a large amount of both dom estic
and foreign abrasive product manufacturers, 3M would also like to make the
most of their brands influence, advanced techniques and buying power also wants
to become a leader within Heilongjiang’s timber market. Thus the purpose of this
dissertation is through the analysis of the features of Heilongjiang’s timber
market and 3M’s strengths and weaknesses to help 3M find a strategy to increase
their sales and expand their market share.
Due to the instability of the global financial market, exports of ti mber and
wooden products from Heilongjiang province have been affected. This has led to
some companies making efforts to reduce their costs and maintain operation,
while they updating their manufacturing techniques, which has in turn led to a
decrease in demand for abrasive products. At the same time, other brands have
gradually been adjusting to their end-users needs, on the one hand lowering their
prices, improving their after-sales and customer services, while on the other hand
adjusting their prices to improve their competitiveness. These brands have also
been searching for new distribution companies to cooperate with to improve
profits. 3M has been restricted by their market niche, product development,
prices, customer relationships, and promotion strategy, so have had difficulty
expanding into the timber market. Facing a lot of problems in the market,
competitors, distributors and the company itself, 3M needs to seriously consider
an improved market strategy to maintain their profits and achieve their s ales
targets.
In this paper, the use of marketing theory, strategic theory and the
combination of customer actual creation ideas, one is from the macro
environment of Heilongjiang province, affecting the marketing results for
analysis, including the manufacturer's own factors, user factors, competition
==>>