摘 要

中国液压市场竞争日趋激烈,企业要想谋求发展,获得长久竞争优势,必须明确企

业的目标市场,进行有效的战略规划与策略执行。博世力士乐(中国)有限公司作为

中国液压行业的领先企业,其在中国得到长足发展、获取利润的同时,也面临着中国市

场结构复杂、市场竞争激烈等挑战。本研究的目的在于帮助博世力士乐(中国)有限公

司确保并提升自己的市场份额,获得更多的市场空间,提升企业的盈利能力,同时也对

同类型企业提供一定的参考借鉴。

本研究主要是进行定性研究,研究方法包括文献资料法、归纳演绎法、理论与实践

相结合法等。在查阅液压企业营销策略的相关文献的基础上,通过相关营销分析工具的

使用,对液压企业面临的宏微观环境进行归纳演绎与分析,然后以博世力士乐(中国)

有限公司为研究对象,来探讨液压企业的营销策略的制定与实施。

本文通过对市场营销的基本理论以及工业品营销战略与策略的相关研究进行梳理

与总结,运用PEST分析方法以及波特五力模型的相关理论对博世力士乐(中国)有限

公司的经营环境进行了分析,在SWOT分析的基础上,设计了博世力士乐(中国)有

限公司的目标市场战略,并且,提出了市场营销的营销组合策略,包括产品、价格、促

销和渠道策略。同时还提出了一系列的保障措施,从组织结构、人员管理、硬件设施和

企业文化等方面来保障博世力士乐(中国)有限公司相关营销策略的有效实施。

关键词:液压行业;博世力士乐;目标市场战略;营销策略

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博世力士乐(中国)有限公司营销策麵究

Research on Marketing Strategy of Bosch Rexroth

Abstract

The competition in Hydraulic market of China is increasingly fierce. If the enterprises

want to seek development and gain competitive advantage for a long time, they must clear the

target market of the enterprise and to do effective strategic planning and strategy

implementations. As the leading enterprise in Chinese hydraulic industry, Bosch Rexroth

(China) has gain the rapid development and big profit, but it also faces challenges, such as the

complex market structure, intense market competition et. The purpose of this study is to help

Bosch Rexroth (China) to ensure and improve their market share and gain more market space,

improve enterprise's profit ability, but also provide certain reference to the same type

enterprise.

This research is mainly on qualitative research, research methods including literature

review, inductive deductive method and in combination with theory and practice, etc. On the

basis of reviewing the hydraulic enterprise marketing strategy related literature, through

relevant marketing analysis tools, summarized the enterprise facing the macro micro

environment of deduction and analysis, and then to Bosch Rexroth(China) as the research

object, to study the hydraulic enterprise marketing strategy formulation and implementation.

This thesis through review and summary the basic theory of marketing and industrial

marketing strategy and the strategy on related, using PEST analysis method and porter five

models related theory, to analyze the Bosch Rexroth (China) company's management

environment, on the basis of SWOT analysis, designed the Bosch Rexroth (China)'s target

market strategy, and puts forward the marketing mix strategy of marketing, including product,

price, promotion and channel strategy. Also put forward a series of safeguard measures, from

the organizational structure, personnel management, hardware facilities and the enterprise

culture to ensure the effective implementation of the Bosch Rexroth (China) relevant marketing

strategy.

Key Words: Hydraulic Industry; Bosch Rexroth; Target Market Strategy;

Marketing Strategy

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