我国矿山机械行业发展起步较晚，但发展速度较快，在不到
五十年的时间里，整个行业就完成了从无到有、由弱变强的发展
过程。特别是改革开放以来，我国经济社会的快速发展对矿产资
源需求巨大，进一步刺激了国内矿山机械行业的快速发展。我国
加入 WTO 进一步敞开了市场门户，面对国外品牌的竞争和巨大的
国际市场，我国矿山机械行业比以往任何时期都面临着更多的机
会和挑战
近年来，在国内经济环境变化、政策调整和国际经济形势变
化的双重影响下，我国矿山机械行业市场发生了巨大的变化，市
场竞争日趋激烈，各大矿山机械企业均面临着严峻的考验。摘要
II
SWM 公司主要从事矿山机械的开发、生产和销售，早期的发
展取得了较好的成绩，积累了一定的技术资源和市场资源，占据
了一定市场份额。随着公司的发展和市场环境的变化，SWM 公司
在营销和管理等方面的问题逐渐凸显，公司发展面临着多重困境
SWM 公司属于中等规模，从事研发、生产、销售全流程经营活动，
在矿山机械行业内具有较强的代表性，以 SWM 公司为研究对象能
反应出矿山机械企业存在的普遍性问题。本文以 SWM 公司为研究
对象，旨在通过分析 SWM 公司当前面临的外部环境和内部环境，
发现并分析该公司营销工作中存在的问题，并提出相应的解决方
案，为 SWM 公司在困境中寻求突破和下一步发展提供理论依据
本文首先介绍 SWM 公司以及国内矿山机械行业的发展概况，
然后运用“PEST 模型”分析 SWM 公司所处的宏观环境，接着运用
“波特五力模型”分析公司的竞争情况，然后具体分析 SWM 公司
的内部环境和营销现状。在分析完 SWM 公司的内外部环境之后，
梳理出 SWM 公司所面临的机会与威胁、优势与劣势，运用“SWOT
矩阵”总结出适合 SWM 公司发展的营销战略。接着对 SWM 公司进摘要
III
行了 STP 分析。最后，结合 SWM 公司的实际情况，在营销战略的
指导下，提出基于“4P’s 营销组合”的营销策略改进方案
SWM 公司面临的困境代表了广大矿山机械企业面临的普遍性
问题，希望通过本文的研究能为 SWM 公司营销发展提供指导，同
时为我国矿山机械企业克服当前面临的困境提供有价值的参考
关键词: 矿山机械; 市场营销; 营销策略; 营销组合ABSTRACT
- IV -
RESEARCH ON IMPROVEMENT OF MACHINERY
MARKETING STRATEGIES OF SWM COMPANY
ABSTRACT
Mining machinery industry as a branch of the heavy machinery industry, is one of the key
industries of large equipment manufacturing industry in China. It occupies a very important
position in the national economy and affects the development of other industries. Its developing
level is an important manifestation of a country&39;s comprehensive national strength.
The development of Chinese mining machinery industry started late. But the developing
speed is fast. In less than fifty years, the entire industry has completed development from nothing
to start and from weak to strong. Especially since the reform and opening up, Chinese rapid
economic and social development generates huge demand for mineral resources, which further
stimulates the rapid development of domestic mining machinery industry. Chinese accession to
the WTO has further opened up the market portal. Facing the competition from foreign brands
and the huge international market, Chinese mining machinery industry is facing more
opportunities and challenges than ever before.
In recent years, under double impacts of domestic economic environment change, policy
adjustment and international economic situation change, great changes have taken place in
mining machinery industry market in China. The market competition is growing more intense.
Mining machinery enterprises are facing a severe test.
SWM Company is mainly engaged in development, production and sales of mining
machinery. Its early development has achieved good results, with a certain amount accumulation
of technical resources and market resources. It has occupied some market shares. Along with the
development of the company and changes of market environment, problems of marketing and
management are becoming more and more prominent in SWM Company. SWM Company is a
medium-sized company. It’s doing all business activities of R & D, production and sales. It has a
strong representation in mining machinery industry. Taking SWM Company as the research
object can reflect common problems of mining machinery enterprises. This paper takes the SWM
Company as the research object, hoping to discover and analyze the existing problems in the
company&39;s marketing work through the analysis of SWM Company’s external and internal
environment. The paper puts forward some corresponding solutions, and provides a theoretical
basis for SWM Company to seek a breakthrough and develop in the development dilemma.
This paper introduces the development situation of SWM Company and mining machinery
industry in China and then analyzes macro environment of SWM Company with the “PEST
Model”. After that, it uses “Potter’s Five Forces Model to analyze the competitive situation of
the company. And then it analyzes the internal environment and marketing status quo of SWMABSTRACT
- V -
Company. After analyzing the internal and external environment of SWM Company, this paper
summarizes opportunities and threats, strengths and weaknesses of SWM Company, which
makes marketing strategies suitable for the development of SWM Company by “SWOT Matrix”.
And then the market positioning of SWM Company is formulated by “STP Target Market
Strategy”. Finally, considering the actual situation of SWM Company, with the guidance of
marketing strategies, it puts forward marketing strategies improvement program based on the
4P’s Marketing Mix.
SWM Company’s difficulty represents common problems faced by mining machinery
enterprises. This paper hopes to provide guidance for the marketing development of SWM
Company and provide valuable reference for Chinese mining machinery enterprises to overcome
the current difficulties.
Author: HUANG XIAOQING___ _(MBA)
Supervised by__CHEN YARONG___________
KEYWORDS: Mining Machinery; Marketing; Marketing Strategies; Marketing Mix目录
- VI -
目录
摘要.....I
ABSTRACT...IV
目录....VI
第一章 绪论....1
1.1 研究背景及意义.... 1
1.1.1 研究背景. 1
1.1.2 研究意义. 1
1.2 研究内容及方法... 3
1.2.1 研究内容 3
1.2.2 研究方法 3
1.3 研究技术路线....... 3
第二章 相关文献综述5
2.1 工业品营销策略... 5
2.2 PEST 模型 . 6
2.3 波特五力模型....... 6
2.4 SWOT 分析法 ....... 8
2.5 STP 营销理论........ 9
2.6 4P’s 营销理论......10
第三章 SWM 公司营销现状分析...13
3.1 研究对象介绍..... 13
3.1.1 SWM 公司介绍 ...........
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