近年来，随着国内仪器行业的稳步发展，我国的仪器市场需求不断增大， 同时我国政府加大对国内仪器企业的政策支持，这给进口仪器企业带来了新的 机遇和挑战。本文选取著名进口仪器公司，即赛默飞世尔公司为例，研究该公 司对其在我国工业大客户进行营销的现状及存在的问题，并提出改进现有大客 户营销策略的方案，并给出具体的实施保障措施。 首先对现有国内外在大客户营销策略及改进方面的理论研究进行归纳总结， 为本文提供必要的理论支撑。然后对赛默飞世尔公司现行的工业大客户营销策 略进行深入分析，一方面，运用PEST法分析其所处的宏观环境、并深入研究行 业特征、竞争程度等行业环境，并综合运用波特五力模型对该公司所处的行业 内的上下游企业、以及与同业竞争者之间的相互作用进行了深入分析；另一方 面，从企业自身出发，从公司、战略、人员、销售策略等不同的角度，对公司工 业大客户营销现状进行深入的分析。接着，综合利用SWOT法，分析企业自身实 力及其所处的外部环境所带来的优劣势和机会挑战。 其次，根据理论研究现状及实践现实，提出对大客户营销策略的改进方案， 明确改进方案的设计思路和目标，即实现员工和企业的双赢为总目标；并从企 业整体战略层次到营销方案具体实施层次提出了具体的改进建议，基于战略层 主要从市场细分、目标市场的确定和市场定位等方面改进营销策略；基于营销 策略具体实施，则综合运用4P营销理论改进现有的产品、价格、渠道、促销等 方面营销策略，即产品策略上，建立双向互动产品沟通策略、提供整体解决方案， 以技术创新打造高端品牌；价格策略上，建立高效的定价决策执行机构，培养 专业定价人才队伍；渠道策略上，加强大客户经理管理渠道，建立基于销售力的 大客户深度挖掘管理模式；促销宣传策略上，实现精准促销与整合营销的组合， 增加服务营销策略。并利用4R营销理论，建立客户的忠诚度。 最后对改进的营销策略方案提出实施保障。本文的研究结论将在一定程度 上帮助企业提升大客户营销的效果。 关键词：大客户，营销策略，4P营销理论，4R营销理论MBA学位论文 作者：袁彩凤 赛默飞世尔公司工业大客户营销策略研究 II RESEARCH ON MARKETING STRATEGY OF INDUSTRIAL KEY CUSTOMER OF THERMO FISHER COMPANY Abstract In recent years, with the steady development in domestic instrument industry, China’s instrument market demarks continues to exaggerate. On the other hand, Chinese government provides more policy support to domestic instrument enterprises, which brings new opportunities and challenges to import instrument enterprises. This paper takes Thermo Fisher Company, a famous import instrument company, as an example, to study the current situation and existing problems of the company's marketing to China's industrial key customers, then put forward the plan to improve the current key customer marketing strategy, and give specific implementation measures. Firstly, it analyzes the theoretical research on the marketing strategy to key domestic and overseas customers, providing necessary theoretical support for this paper. Then have further deep analysis to current industrial key customer marketing strategy of the company. On the one hand, by using PEST method to analyze the macro environment, the industry characteristics and degree of competition, by using Porter’s five-force model to analyze the upstream and downstream firms, as well as the interaction between the competitors. On the other hand, it analyzes the current key customer marketing situation through the different perspectives of company, strategy, employee, sales strategy, etc. Then finds out the company’s strength, advantages, disadvantages, opportunities and challenges through SWOT analysis method. Secondly, according to the status quo of theoretical research and practical reality, this paper proposes an improvement plan for the marketing strategy of key customers, and clarifies the design ideas and objectives of the improvement plan, that is, the overall goal is to achieve the win-win situation between employees and enterprises. Then points out the detailed suggestion from overall strategy to the specific implementation. Marketing strategy is improved from the aspects of market segmentation, target market determination and market positioning. As for the specific implementation of marketing strategy, the 4P marketing theory is used to improve existing products, prices, channels and promotion. In terms of product strategy, by establishing two-way interactive product communication strategy and providing overall solutions, to create high-endMBA学位论文 作者：袁彩凤 赛默飞世尔公司工业大客户营销策略研究 III brands with technological innovation; In terms of pricing strategy, to establish effective pricing decision-making institutions and cultivate professional pricing talents; In terms of channel strategy, to strengthen the management channel of key account managers, and establish a deep-discovery management mode for key customers based on sales power; In terms of promotion strategy, to implement a combination of precision promotion and integrated marketing, to increase the service marketing strategy. And use 4R marketing theory to build customer loyalty. Finally, the guarantee measures to the improved marketing strategy are proposed. The research conclusions of this paper will help the company to improve the marketing effect of key customers to a certain extent. Key words: Key customer，Marketing Strategy， 4P Marketing theory ，4R Marketing theoryMBA学位论文 作者：袁彩凤 赛默飞世尔公司工业大客户营销策略研究 IV 目 录 中文摘要 .................................................................................................I Abstract...................................................................................................II 目 录....................................................................................................IV 第一章 绪论............................................................................................ 1 1.1 研究背景与意义 ......................................................................................... 1 1.1.1 研究背景 .............................................................................................. 1 1.1.2 研究意义 .............................................................................................. 2 1.2 研究内容与思路 ......................................................................................... 2 1.2.1 研究内容 .............................................................................................. 2 1.2.2 研究思路 .............................................................................................. 3 1.3 研究方法与工具 ......................................................................................... 4 1.3.1 研究方法 .............................................................................................. 4 1.3.2 研究工具 .............................................................................................. 5 第二章 大客户营销相关理论研究概述................................................ 6 2.1 大客户的特点 ............................................................................................. 6 2.1.1 工业大客户特点................................................................................... 6 2.1.2 工业大客户采购的特点....................................................................... 6 2.2 大客户营销相关研究.................................................................................. 7 2.2.1 国外大客户营销相关研究 ................................................................... 7 2.2.2 国内大客户营销相关研究 ................................................................... 8 2.3 大客户营销管理工具研究 .......................................................................... 9 2.3.1 SWOT 分析法...................................................................................... 9 2.3.2 STP 理论..............................................................................................10 2.3.3 4P 营销理论.........................................................................................11 2.3.4 4R 营销理论.........................................................................................12 第三章 工业大客户营销环境及问题分析........................................... 14 3.1 外部营销环境分析...............................................