摘要
近年来，随着人们对语音通话和录音音质的关注，越来越多手机厂商开始
对麦克风性能提出新的要求，这给 MEMS 麦克风技术带来了无限商机，也使
MEMS 麦克风市场得以快速发展。美国楼氏公司是全球领先的声学和音频技术
公司，MEMS 麦克风是公司主要产品线之一。2002 年，伴随着公司的第一款
MEMS 麦克风量产和商用，楼氏公司便开始进入中国市场开展业务，使得公司
的 MEMS 麦克风在国内通讯数码产品中得到普及并获得极高的市场占有率。然
而，近年来随着越来越多的竞争公司进入中国市场，尤其是中国本土竞争公司
的加入，国内 MEMS 麦克风市场的竞争已变得越来越激烈，使得楼氏公司在中
国 MEMS 麦克风市场的占有率逐渐下降，已从当年的 100%降到 50%左右。且
随着时间的推移，各竞争公司与楼氏公司的技术差距已越来越小，产品同质化
也越来越严重，在这种背景下，常规的 4P 营销策略在保持楼氏公司在华市场占
有率方面所起的作用已存在一定的局限性，研究和实施以提高客户满意度的营
销策略已是楼氏公司在华业务的当务之急

为此，本论文以专题研究的体例分六部分研究楼氏公司在华营销策略的相
关问题。第一部分介绍了研究背景、主题和意义，阐述了研究内容、方法及其
技术路线；第二部分介绍了工业品营销和客户满意的理论概述以及国内外研究
状况；第三部分分析了楼氏公司在华营销的现存问题和成因；第四部分详细阐
述了楼氏公司在华营销策略的优化；第五部分介绍了楼氏在华营销策略的实施
和保障措施；第六部分得出论文结论

基于楼氏公司目前在华面临日益严峻的竞争形势和市场份额逐渐减少的现
状，论文先阐述了 MEMS 麦克风行业的发展情况，回顾了国内外关于工业品营
销、客户满意理论研究的概况，提出了本文的研究思路与方法；借助于客户调
查和访谈，尤其是手机行业内大客户的调查和访谈，诊断出公司营销存在的主
要问题和客户不满之处；并结合客户满意度管理理论、STP 理论和波特五力模
型，对楼氏公司中国区市场进行细分，发现公司产品性能适合的新机会并定位
和选择目标市场；并对楼氏公司中国区的内部、外部环境进行分析，制定合适
的营销组合策略

通过对营销定位、营销组合策略和关系营销策略的详细分析和论述，论文
提出了一套更适合国内市场特点的营销策略优化方案，力求改善楼氏公司在国
内的营销现状，提升客户满意度，提高楼氏公司 MEMS 麦克风的市场份额，实MBA 学位论文 作者：陈其林 基于客户满意的美国楼氏公司在华营销策略研究
II
现楼氏公司在华业绩的持续、稳定增长。同时也为类似的企业在营销策略优化
和实施方面提供借鉴之处

关键词：工业品营销；客户满意；本土化营销策略；MEMS 麦克风MBA 学位论文 作者：陈其林 基于客户满意的美国楼氏公司在华营销策略研究
III
Abstract
In recent years, with the growing attention to voice call and voice recording quality in the
user experience, more and more mobile phone manufacturers have raised new requirements to
the performance of microphone, which unfolds a great potential to the MEMS microphone
technology and enables rapid development of the MEMS microphone market. Knowles
Corporation is a global leading provider of acoustics and audio technology, with MEMS
microphone as one of the company&39;s main product lines. In 2002, along with the company&39;s first
MEMS microphone mass production and adoption to the commercial market, Knowles entered
into China market making MEMS microphones very popular in the application of domestic
digital communications products and earned a high market share. Yet, with more and more piers
companies into the China market in recent years especially those local ones, which has tightened
the competition of domestic MEMS microphone market making it increasingly fierce, the market
share of Knowles has inevitably declined from 100% to about 50%. Over the years, the gap of
technology among competitors has been narrowing down, the product homogeneity is getting
more and more critical. Under such circumstance, the general 4P marketing strategy has reached
its limitation to maintain Knowles’ market share, which has made it the top priority for Knowles
to carry out new research, lay out and implement marketing strategy as to further enhance the
customer satisfaction.
To serve this purpose, this paper will be in a monographic study fashion to diagnose those
related problems in the marketing strategy of Knowles China in total 6 parts. The first part
introduces its research background, theme and significance, and expounds the research content,
methodology and technology roadmap; the second part introduces the theory of industrial
marketing and customer satisfaction as well as the status quo of domestic and international
marketing research; the third part analyzes the existing problems and its root causes that
Knowles China Marketing is facing; The fourth part elaborates the optimization of marketing
strategy of Knowles China; the fifth part introduces the implementation and safeguards of
Knowles China ‘s marketing strategies. The sixth part draws the conclusion of the thesis.
As Knowles is facing the situation resulted from increasingly severe competition and
gradually decreased market share, this article firstly elaborates the development of MEMS
microphone industry as well as review of the general research situation about industrial
marketing and customer satisfaction, proposes research ideas and methodology of this article;MBA 学位论文 作者：陈其林 基于客户满意的美国楼氏公司在华营销策略研究
IV
With the help of customer surveys and interviews, especially from Key accounts of mobile phone
industry, diagnose the main problems of marketing and the dissatisfaction of customer; With the
combination of the Customer satisfaction management theory, STP theory as well as Potter five
forces model to implement marketing segmentation for Knowles China，to further seek the new
opportunity with the applicable product features positioning & choose the target market;
meanwhile it also analyzes the internal and external environment of Knowles China to develop
appropriate marketing strategy as to enhance the market share and revenue of MEMS
microphone .
Through these detailed analysis and discussion about the marketing positioning , marketing
combination strategy and relationship marketing strategy, this paper suggests a marketing
strategy which is more adaptable to the characteristics of domestic market, which not only strives
to improve Knowles’ current marketing situation and enhance customer satisfaction in China but
also benefits to the market share increase of Knowles MEMS microphone to eventually achieve a
sustainable and stable growth of the Knowles’ revenue in China . At the same time, it also
provides a reference to the piers companies regarding the optimization and Implementation of
marketing strategy.
Key words: Industrial marketing; Customer satisfaction; Localized marketing-
-strategy; MEMS microphoneMBA 学位论文 作者：陈其林 基于客户满意的美国楼氏公司在华营销策略研究
V
目录
中文摘要.....I
Abstract . III
一、前言....1
（一）研究背景与研究主题 ... 1
（二）研究内容与研究方法 ... 2
（三）论文框架和技术路线 ... 4
（四）研究意义和创新 ....... 5
二、工业品营销和客户满意的理论概述...........7
（一）工业品营销的理论概述 . 7
（二）客户满意的理论概述 .. 10
三、美国楼氏公司在华营销现状诊断.13
（一）美国楼氏公司在华营销的现状 ...... 13
（二）客户满意度的调查与分析 .......... 27
（三）客户访谈的设计与分析32
（四）美国楼氏公司在华营销现存问题分析34
四、美国楼氏公司在华营销策略的优化.........36
（一）基于客户满意度的营销定位 ........ 36
（二）基于客户满意度的营销组合策略 .... 39
（三）基于客户满意度的关系营销策略 .... 45
五、美国楼氏公司在华营销策略的实施和保障.........49
（一）进度计划及其控制指标49
（二）资源配置和保障措施 .. 51
六、研究结论与研究展望.
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