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摘要
近年来，随着我国供给侧改革的深化实施，经济过热的现象得到抑制，去产能作用
逐渐显现，传统行业呈现出增长放缓，竞争加剧的局面。为了更好地了解小企业，特别
是小型设备类生产企业在这种背景下，遇到营销问题，采用何种营销策略，摆脱发展困
局，本文以笔者所熟知的中国粮食机械行业为背景，结合小型粮食机械企业H的实际经
营情况，开展了研究
H企业是一家生产粮机设备的企业，2008年开始，该企业将其业务收缩为只生产除
尘器这一种产品，此后该企业获得了较为快速的增长。然而2014年以后该企业的销量
增长逐渐放缓并呈现出下降的趋势，为了找出销量下降的原因，笔者分析该企业的营销
现状，发现这主要是由于企业营销策略不再适应市场营销环境所致。其单一的推销渠道，
粗糙的售后服务以及贫乏的顾客沟通已经不能满足顾客的需求。在此情况下，本文结合
对除尘器营销环境的分析，运用SWOT模型及TOWS模型分析了H企业营销策略中存
在的问题。得出，H企业应该抓住行业新出现的机遇，着力弥补其营销上的不足，从而
扭转竞争不利的局面。同时本文还针对H企业除尘器营销中存在的问题，以STP和4P
理论为基础，分析了市场细分，目标市场和市场定位相关问题，并分别制定了产品策略、
渠道策略、价格策略以及促销策略，同时提出了一些策略实施中需要的保障措施
综上，本研究分析了小型粮机企业H在行业形势发生变化的大背景之下，遭遇瓶颈
原因，并针对H企业目前的实际情况，提出了一些切实可行的解决措施，对于该企业摆
脱困境有一定的指导意义，对同处于粮机行业的其他企业有一定的借鉴价值
关键词：小企业；粮食机械；营销策略；营销组合
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Research on Marketing Strategy of Small Grain processing Machinery
Enterprise H
Abstract
In recent years, Chinese government promulgated and implemented supply-side reform.
With deepening the reform, the phenomenon of economic overheating in China has been
alleviated; measures to reduce production capacity began to make difference. In the situation,
traditional industry began to slow down, competition started to intensify. What should small
businesses react, if they encounter development bottleneck under such circumstance, and how
to find the root cause and break away development bottleneck. The author of this article was
not only familiar with grain machine industry, but also familiar with company H’s specific
operating condition. So I want use the knowledge I have grasped in marketing to help the
encountered company to find out the predicament strategy. Besides, in order to find a batter
solution, this paper uses SWOT model to analyze the strength, the weakness, the opportunity
and the threat of small business H and it also use STP marketing strategy and 4p marketing
mix model.
The research conclusion shows, in the first, the grain machinery industry also began to
slow down and competition in the industry started to intensify too. As a mediator of the
transaction of grain machine, the traditional strong position of food engineering designers was
gradually challenge, in other words, scilicet their influence on customers is weakening when
customers want to make a choice on grain machine. Customers in the transaction, scilicet
grain processing enterprises are gradually having a strong positon in the transaction. This is
because their choice is freer, and their purchases are more sensible. Under this circumstance,
small business H should discard the traditional marketing strategy that was being using in its
past transaction on grain machinery industry and was based on the strategy of focusing on
engineering designer. While in the meantime, small business H should adopt a
customer-oriented marketing strategy, scilicet focus on grain processing enterprise. In
additional, the business should pay more attention to customers’ needs and make more effort
to maintain customer relationship and try to find a more suitable marketing strategy, in order
to response to challenges caused by changes in market.
This paper gives the reason why small business H encounter bottleneck while its industry
situation is changing and put forward several practical solving measures with business H’s
specific operating condition. These measures are likely instructive for the enterprise to get rid
of the encountered predicament. Meanwhile, this paper also researches the development and
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changes in grain machine industry and its impact on businesses marketing strategy and what
business should react to the development and changes. So it is also likely that theses
researches are instructive to other enterprise in grain machinery industry.
Key Words：small enterprise; grain processing machinery; marketing strategy;
marketing portfolio
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目录
摘要 ..... I
Abstract ..... II
1绪论 ...... 1
1.1研究背景及意义 ........... 1
1.2文献综述及理论基础 ... 2
1.2.1文献综述2
1.2.2相关理论基础 .... 4
1.3论文的技术路线 ........... 7
1.4论文的结构 ....... 9
2小型粮食机械H企业营销现状及问题 ....... 10
2.1小型粮机H企业简介10
2.2小型粮机H企业营销现状 .... 11
2.2.1传统粮食机械企业营销流程概述 ...... 11
2.2.2小型粮食机械H企业营销策略现状 . 12
2.3小型粮食机械H企业营销策略问题13
2.3.1售后服务体系不完善 .. 13
2.3.2企业推销渠道单一 ...... 14
2.3.3销售佣金占比较大 ...... 15
2.3.4缺乏与顾客沟通 .......... 15
3小型粮食机械H企业营销环境分析 ........... 17
3.1H企业营销外部环境分析 ..... 17
3.1.1除尘器的需求产生了新的增长点 ...... 17
3.1.2除尘器行业竞争日趋加剧 ...... 18
3.1.3顾客议价能力不断提高 .......... 19
3.1.4粮食工程师设计行业出现新变化 ...... 20
3.2H企业营销内部环境分析 ..... 21
3.2.1企业生产能力有优势 .. 21
3.2.2企业声誉资源在河南省相对较好 ...... 23
3.2.3企业合作伙伴资源丰富 .......... 24
3.2.4企业营销能力相对不足 .......... 24
3.2.5企业财务资源欠缺 ...... 25。。。。。。