TB 公司是世界领先的电气、电力产品及设备的设计者和制造
商，是首家进入中国防雷接地市场的外资企业，从 1998 年进入中国
市场以来，其接地产品成功地使用在全国上百个重点电力工程项目
上。然而 TB 公司因为其自身不当的产品营销策略，错失了中国经济
高速发展期带来接地业务快速增长这一良好机遇，公司接地产品业
务甚至不增反降
本文分析了 TB 公司现有的营销状况，对其营销模式的演变过程
进行阐述，另外以传统 4P 营销理论为理论核心，围绕 TB 公司在营
销组织架构、产品质量、价格、渠道、促销以及服务等方面存在的
问题进行分析研究。同时，综合分析了接地行业主要竞争对手的营
销策略和市场状况，通过问卷调查了解接地行业客户对接地产品摘要
II
的具体需求。另外，建议 TB 公司从营销组织结构问题着手，对其
组织结构提出优化方案。再者，建议 TB 公司对接地产品实施国产
化方案，从根源上解决客户对产品定制化、价格等方面的需求
最后，针对 TB 公司的渠道开拓问题，设计了专项代理商评估表，
以及改善专项代理商的促销方案。总之，从产品质量、价格、渠
道、促销以及服务等视角出发，给予 TB 公司提供了全方位的优化
措施和意见
本文期望通过分析 TB 公司接地产品的营销问题，为企业的再
发展重新制定清晰的营销策略，缓解目前营销各方面出现的难题，
同时希望这一研究不仅能为 TB 公司接地产品在营销策略方面提
出新的看法和实质性建议，也希望为其他同类型企业提供借鉴和
参考
关键词：TB 公司 接地产品 4P 营销策略 优化ABSTRACT
III
THE OPTIMIZATION OF MARKETING STRATEGY
FOR TB COMPANY’S GROUNDING PRODUCT
ABSTRACT
At present,most of China&39;s power and industrial enterprises generally use steel or
galvanized steel for grounding materials, from the actual feedback, the steel grounding
system have some obviously defects, the average service life of steel grounding system
maintain 5 - 7 years, while the new copper plated steel material with excellent performance
in anti-corrosion, can ensure the grounding system keeping more than 50 years of service
life. With the rapid development of Chinese economy, the domestic power industry
enterprises gradually began to accept and adopt the new grounding material, however, the
market share of new copper plated steel material is small in the whole grounding industry,
the new material manufacturers still need to increase the publicity and marketing of new
grounding material in the grounding industry, and accelerate the occupation of the traditional
steel grounding materials market.
TB company is a world&39;s leading designer and manufacturer for electrical and power
products, it is also the first foreigner player to supply the lightning protection and grounding
products in China, since 1998 to China market, its grounding products have been
successfully used for hundreds of key power projects in China. However, because of its own
marketing strategy mistake, TB missed the rapid development of China&39;s economy, and also
missed a good opportunity which connect to the business growth, the company&39;s grounding
products business does not increase even down.
This paper analyzes the TB company&39;s existing marketing situation ,the evolution of the
marketing organization structure in detail, in addition, basing on the traditional 4P marketing
theory, analyzing TB existing problem on product quality, price, channel, promotion, service
and others ,at the same time, through comprehensive analysis the marketing strategy and
market of major competitors, and refer to the questionnaire investigation to understand the
specific requirements of grounding products from customer side. In addition, propose TB
company to improve its marketing organization structure, and consider the localization
production for grounding products, from the root to solve product customization, price andABSTRACT
IV
other demanding from customer, finally, design the agent assessment system and improve
the promotion solution for grounding agents. In a word, from the perspective of product
quality, price, channel, promotion and service, providing a full range of optimization
measures and suggestions for TB company.
Through the analysis of existing marketing problems with TB grounding products,
expect to make a clear marketing strategy for the development of enterprises, and alleviate
the problems present in all aspects of marketing, also hope this paper can not only provide
new views and suggestions for TB grounding products, also hope to provide reference to
other similar enterprises.
胡长磊
Supervised by 王立新
Keywords: TB company, Grounding product, 4P Marketing strategy, Optimization 不要
删除行尾的分节符，此行不会被打印目录
V
目录
摘要. I
ABSTRACT .........III
第一章 绪论...........1
1.1 研究背景...1
1.2 研究目的与研究意义.......2
1.3 研究内容...3
1.4 研究方法与技术路线.......4
第二章 市场营销相关理论...........6
2.1 市场营销综述.......6
2.2 工业品营销理论研究.......7
2.3 营销策略理论研究.........11
第三章 TB 公司接地产品营销现状及问题分析...........15
3.1 接地行业概况.....15
3.2 TB 公司接地产品市场概况.......19
3.3 TB 公司接地产品营销现状.......25
3.4 TB 公司接地产品营销问题.......29
3.5 竞争企业营销策略实施共性.....38
第四章 TB 公司接地产品客户群调查研究.......39
4.1 调查问卷研究设计.........39
4.2 客户群背景资料描述.....40
4.3 客户群类型分析.40
4.4 客户群需求分析.41
第五章 TB 接地产品营销策略优化措施...........48
5.1 TB 公司接地产品营销组织结构优化...48
5.2 提升产品认证规范，国产化生产策略 .50
5.3 弹性化定价策略.53
5.4 优化扩张分销渠道，建立考核体系.....54
5.5 促销结构力度合理化.....56目录
VI
5.6 售后服务满意化.59
5.7 交货期准时化.....60
5.8 优化后的市场预期.........61
结束语.......63
参考文献...64
附录.......
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