“中国制造 2025”提出以来，装备制造业迅猛发展，已形成相对完整独立 的产业体系。党的十九大报告更是着重强调要深化供给侧改革，把经济建设着 力点放在实体经济上。作为技术密集型实体经济的典型代表，电机设备制造业 在我国电力需求逐年增大的强力拉动下，正面临崭新的发展机遇。然而，在我 国生态环境恶化、能源削减、自我创新能力不足、产业结构失衡以及国内外电 机设备市场竞争愈加激烈的大环境下，电机设备制造业也面临着诸多挑战。SD 公司作为我国传统电机设备制造商之一，其市场营销策略如何定位、如何实施， 已成为关系集团现有战略调整和未来发展规划的重要课题。 本文运用相关市场营销理论，结合 SD 公司发展实际，研究其营销对策对 集团未来战略走向及市场规模的影响，致力于在新一轮产业革命和实体经济供 给侧改革的背景下，寻求与集团适配的营销对策，以稳固市场地位并占领更大 市场份额。首先，本文剖析了当前我国工业品装备出台的相关政策，阐述了当 前国内外该产业的发展趋势，并从国内外对工业品装备的现有研究文献入手， 为下文奠定了理论基础；其次，本文在介绍 SD 公司现有人员、业务、产品后， 利用 PEST 分析、行业竞争环境分析等多角度、全方位地解读了集团现有的营 销环境；再次，本文通过对集团售前、售中、售后营销实践的了解中发现，集 团现有营销普遍存在服务营销认识缺失、产品研发见效缓慢、营销渠道管理薄 弱等问题；最后，本文针对现有营销手段存在的问题，提出营销优化方案，即 关联对策、反应对策、关系对策及回报对策等优化方案，并从加强公司内外部 信息化建设、推动品牌及企业文化建设、建立科学高效的人力资源管理机制、 降低成本营销等角度为市场营销对策的有效实施提供保障。 关键词，电机企业；电机产品；营销对策；实施保障；哈尔滨工业大学工商管理硕士学位论文 II Abstract Since the advent of Made in China 2025, the equipment manufacturing industry has developed rapidly and has formed a relatively complete and independent industrial system. The report of the 19th session of national congress of the communist party of China emphasized the need to deepen supply-side reforms and focus economic construction on the real economy. As a typical representative of the technology-intensive real economy, the power generation equipment manufacturing industry is facing new development opportunities under the strong driving of China’s power demand. However, under the circumstance of ecological environment deterioration, energy reduction, lack of self-innovation ability, unbalanced industrial structure and the increasingly fierce competition in the domestic and international power generation equipment market, power generation equipment manufacturing industry also faces many challenges. As one of the traditional power generation equipment manufacturers in China, Shanghai Motor Factory Co., Ltd’s marketing positioning and implementation have become an important topic for its existing strategic adjustment and future development plan. This paper uses the relevant marketing theories, combined with the development of Shanghai Electric Machinery Co., Ltd., aims to studying the impact of its marketing strategies on the future strategic direction and market size, and is committed to seeking marketing strategies that are compatible with the group to stabilize market position and capture greater market share under the background of a new round of industrial revolution and supply-side reform of the real economy. Firstly, this paper analyzes the current policies of Chinese power generation equipment, expounds the development trend of the industry at home and abroad, and starts with the existing research literature on power generation equipment at home and abroad, which lays a theoretical foundation for the following writing； secondly, after introducing the existing personnel, business and products of Shanghai Electric Machinery Co., Ltd., this paper uses PEST analysis and industry competitive environment analysis to interpret the existing marketing environment of the Group from a multi-angle and all-round perspective. Again, from the angle of pre-sale, sale, and after-sales marketing practice, this paper found that the existing marketing of the Group generally had many problems, such as the lacks of service哈尔滨工业大学工商管理硕士学位论文 III marketing, the slow effect of product development, and the weak management of marketing channels. Finally, this paper proposes related countermeasures, reaction countermeasures, and reward countermeasures, and provide effective protection for the effective implementation of marketing strategies from the perspective of improving customer service evaluation system, promoting brand building and cost marketing. Keywords: electrical enterprise, electrical products, marketing countermeasures, implementation guarantee哈尔滨工业大学工商管理硕士学位论文 IV 目 录 摘要............................................................................................................................... I ABSTRACT.....................................................................................................................II 第 1 章 绪 论..................................................................................................................1 1.1 研究背景与问题提出..........................................................................................1 1.1.1 研究背景........................................................................................................1 1.1.2 问题提出........................................................................................................1 1.2 研究目的与意义...................................................................................................1 1.2.1 研究目的........................................................................................................1 1.2.2 研究意义........................................................................................................2 1.3 国内外相关研究综述..........................................................................................2 1.3.1 国外相关研究综述.......................................................................................2 1.3.2 国内相关研究综述.......................................................................................3 1.3.3 国内外相关研究评述...................................................................................4 1.4 研究方法与研究内容..........................................................................................4 1.4.1 研究方法........................................................................................................4 1.4.2 研究内容........................................................................................................5 第 2 章 SD 公司电机产品营销环境分析........................................................................7 2.1 内部环境分析.......................................................................................................7 2.1.1 公司简介........................................................................................................7 2.1.2 公司产品和服务........................................................................................... 8 2.1.3 公司业务概况..............................................................................................10 2.2 外部环境 PEST 分析.........................................................................................12 2.2.1 政治环境分析..............................................................................................12 2.2.2 经济环境分析..............................................................................................12 2.2.3 社会环境分析..............................................................................................13 2.2.4 技术环境分析..............................................................................................14 2.3 行业竞争环境分析............................................................................................ 14 2.3.1 主要竞争对手分析.....................................................................................14 2.3.2 潜在进入者的威胁.....................................................................................15 2.3.3 替代品的替代能力.....................