文章充分对 A 公司所处行业的宏观经济环境、北京加固行业产业环境进行
了充分的研究与分析，通过运用对 A 公司的 SWOT 分析找到外部环境的机遇和
威胁以及自身内部的优势和劣势，形成 SWOT 分析矩阵，得到 A 公司的一系列
发展战略；其次，通过 GSM 矩阵在所得到的发展战略中选出备选战略；随后，
运用 QSPM 分析法对备选战略进行评分，得到最适合 A 公司的营销战略。最后，
根据所得的营销战略，分析所需的营销战术及方法。
本文的主要贡献在于将战略理论中的 SWOT 矩阵、大战略矩阵、定量战略
计划矩阵、营销学中的 STP 营销、4P 策略等理论工具用于研究工程营销实践，
得出了具有可操作性的营销战略与战术。尤其是对工程施工企业营销提出了创新
点：通过以往施工的工程案例、广告、技术能力展示、参与编制各项工法、论文
等技术手段展示公司的综合实力，提高顾客对产品的感知绩效，塑造优质品牌；
纠正了公司业务全靠关系营销的错误认识，使公司真正通过综合利用 4P 营销参
与市场竞争。通过本文的研究，也为其它从事加固工程企业的营销人员理清了营
销思路。
关键词：加固工程；SWOT 分析；STP 营销；大战略矩阵；定量战略计划矩阵；4P
营销
ABSTRACT
According to author’s experience of run his own business, by using famous
marketing strategy theory, this paper is aiming to point out a good method to solve
marketing problems of company A, through finding out a binding point among
marketing theory, real situation of marketing and company’s operating conditions.
This paper analysis the macroeconomic environment of reinforce industry and
industry environment of reinforce in Beijing. Firstly, SWOT theory was used to get a
lot of develop strategy, by analysising not only the opportunities and threats of
marketing environment, but the advantage and disadvantage of company A. Secondly,
alternative strategies were selected by using GSM theory. Thirdly, alternative
strategies were evaluated by QSPM theory and the best strategy for company A was
determined. In the end, according the strategy, marketing tactic and ways in need were
analysed.
The main contribution of this paper is applying SWOT theory
[1]
, the grand
strategy matrix, quantitative strategic planning matrix in strategy theory and
marketing theory such as the STP marketing, 4p strategy in the research of
engineering marketing practice, and obtaining lots of operable marketing strategies
and tactics. Especially innovative works were put forward for the construction
enterprise marketing: Firstly, show the comprehensive strength of company A by
using past project cases, advertisement, technical capacity presentation, experience of
authorized laws and regulations and papers to improve costomers’ perception to
production and make excellent brand. Secondly, the mistake understanding that
business depends on relationship was corrected, 4p marketing was used to make sure
the company really takes in the market competition. Other markers can clarify their
marketing thought by the results of this study.
Key words: Reinforcement project; SWOT theory; STP marketing; The grand
strategy matrix; Quantitative strategic planning matrix; 4P strategies
目 录
第一章 绪论 ...1
1.1 研究背景及问题提出1
1.2 营销战略国内外研究历程简介........2
1.3 研究目的及意义........3
1.4 研究内容及框架........3
第二章 加固行业发展概况 ...5
2.1 加固行业的宏观现状5
2.2 北京加固行业分析....6
2.3 加固施工市场细分....7
2.4 A 公司简介....8
第三章 基于 PEST 的宏观营销环境分析.10
3.1 PEST 分析法简介 ...10
3.2 政治环境......10
3.3 经济环境......11
3.4 社会环境......12
3.5 技术环境......13
第四章 北京加固产业环境分析 .....14
4.1 总体行业分析..........14
4.2 市场需求状况..........16
第五章 A 公司的 SWOT 分析 .......18
5.1 SWOT 分析简介 .....18
5.2 A 公司的机遇与威胁分析..18
5.3 A 公司自身条件分析..........20
5.4 A 公司的竞争优势与劣势..22
5.5 A 公司的 SWOT 分析模型.25
第六章 A 公司的营销战略分析 .....27
6.1 营销目标......27
6.2 营销战略分析..........27
第七章 与 A 公司营销战略相辅的营销战术 ........387.1
产品..38
7.2 价格..44
7.3 A 加固公司的营销渠道......49
7.4 促销策略......52
结语......55
参考文献 .........56
致谢......56
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