中国经济持续健康快速发展，人民群众的生活水平不断提高，对运动休闲娱 乐的需求不断增加。台球运动集运动休闲娱乐竞技于一身，在我国具有广泛的群 众基础，特别是近年来，台球运动在我国得到了快速的发展，带动了台球产业的 快速发展。丰顺体育公司是家成立时间较短在台球用品行业创业的小型企业，公 司市场占有率低，销售乏力，竞争力不强，面临着生存与发展的考验。 论文以小型企业深圳丰顺体育科技有限公司作为研究对象，以台球用品行业 作为行业背景，按照“发现问题-分析问题-解决问题”的研究思路展开，以探索 到能提高丰顺体育公司顾客满意度的营销策略优化方案为目标。首先从研究背景 出发，简述丰顺体育公司的概况和营销现状，发现公司产品市场占有率低、竞争 力不强、销售乏力等营销问题，通过实地访谈和问卷调查进行问题研究与原因分 析。然后用PEST模型分析公司所处的宏观环境，用波特五力模型分析台球行业 的竞争结构，用SWOT分析模型对公司外部的机会、威胁和内部的优势、劣势结 合在一起分析，探讨营销策略优化的切入点。最后运用STP理论重新对丰顺体育 公司台球用品进行目标市场定位，运用7P理论进行营销策略优化。从产品策略 方面提出了产品组合优化、产品品牌化和产品ABC分类管理的优化方案。从价格 策略方面提出了折扣优惠、组合定价和变价对策的优化方案。从渠道策略方面提 出了建立多渠道加强电商渠道、培训激励渠道和线上线下渠道一体化的优化方案。 从促销策略方面提出了人员推销、广告促销、公益活动和营业推广的优化方案。 从人员策略方面提出了员工、顾客和合作伙伴的优化方案。从过程策略方面提出 了服务流程标准化、提高服务质量和加强供应链管理的优化方案。从有形展示策 略方面提出了实体店有形展示、信息沟通有形展示和价格有形展示的优化方案。 并从组织、资金、人力、技术方面的措施来保障营销策略优化方案的顺利实施。 论文提出的营销策略优化方案有利于提升丰顺体育公司台球用品的营销水 平，提高顾客满意度，促进产品销售，扩大市场占有率，增强公司竞争力，使公 司得以生存和可持续发展。 关键词：台球用品，营销策略优化，目标市场定位，7P理论 MBA学位论文 作者：苏锋 丰顺体育公司台球用品营销策略优化研究 II RESEARCH ON OPTIMIZATION OF MARKETING STRATEGY FOR BILLIARDS PRODUCT IN FORSUN SPORTS CO.,LTD Abstract China's economy continues to develop healthily and rapidly, the people's living standards continue to improve, and the demand for sports, leisure and entertainment continues to increase. Billiard sports is a combination of sports, leisure, and entertainment, and has a broad mass base in China. Especially in recent years, billiard sports have developed rapidly in China, which has driven the rapid development of the billiard industry. Forsun Sports Co., Ltd. is a small enterprise that was established in the billiards industry with a relatively short time of establishment. The company has a low market share, weak sales, and weak competitiveness. It faces the test of survival and development. The paper takes the small enterprise Shenzhen Forsun Sports Co., Ltd. as the research object, takes the billiards industry as the industry background, and develops in accordance with the "discovering problems-analyzing problems-solving problems" research idea to explore to improve the customer satisfaction degree of Forsun Sports Co., Ltd. of marketing strategy optimization program is the goal. Starting from the research background, the general situation and marketing status of Forsun Sports Co., Ltd. are briefly described. The marketing problems of the company's products, such as low market share, weak competitiveness, and weak sales, are found. The field research and cause analysis are conducted through field interviews and questionnaires. Then use the PEST model to analyze the company's macro environment, use the Porter five-force model to analyze the competitive structure of the billiard industry, and use the SWOT analysis model to analyze the company's external opportunities, threats, and internal advantages and disadvantages, and discuss marketing strategies. Optimized entry point. Finally, the STP theory was used to retarget the billiards product of Forsun Sports Co., Ltd, and the 7P theory was used to optimize the MBA学位论文 作者：苏锋 丰顺体育公司台球用品营销策略优化研究 III marketing strategy. From the aspect of product strategy, the optimization plan of product mix optimization, product branding and product ABC classification management are proposed. From the aspect of price strategy, optimization schemes of discounts, combination pricing and price change countermeasures are proposed. From the aspect of channel strategy, it puts forward the optimization plan of establishing multi-channels to strengthen e-commerce channels, training and incentive channels, and the integration of online and offline channels. From the aspect of promotion strategy, it puts forward optimization plans for personnel promotion, advertising promotion, public welfare activities and business promotion. From the aspect of personnel strategy, it puts forward optimization schemes for employees, customers and partners. From the aspect of process strategy, the optimization plan of service process standardization, service quality improvement and supply chain management are proposed. From the aspect of tangible display strategy, it puts forward the optimization scheme of physical store physical display, information communication physical display and price physical display. And from the organization, capital, manpower, and technical measures to ensure the smooth implementation of marketing strategy optimization program. The marketing strategy optimization plan proposed in this paper is conducive to improving the marketing level of Forsun Sports Co., Ltd's billiards product, increasing customer satisfaction, promoting product sales, expanding market share, and enhancing the company's competitiveness, so that the company can survive and sustainable development. Keywords: Billiards product, Marketing strategy optimization, Target market positioning, 7P theory MBA学位论文 作者：苏锋 丰顺体育公司台球用品营销策略优化研究 IV 目 录 中文摘要 .................. I Abstract ................. II 第一章 绪论 ............... 1 1.1 研究背景与研究意义 ........... 1 1.1.1 研究背景 ........................ 1 1.1.2 研究意义 ........................ 4 1.2 研究内容与研究方法 ........... 5 1.2.1 研究内容 ........................ 5 1.2.2 研究方法 ........................ 6 1.3 研究框架与技术路线 ........... 6 1.3.1 研究框架 ........................ 6 1.3.2 技术路线 ........................ 6 第二章 相关概念与理论介绍 . 8 2.1 核心概念确定 ................. 8 2.1.1 台球用品的概念 ............ 8 2.1.2 市场营销的概念 ............ 9 2.2 相关营销理论介绍 ............. 9 2.2.1 STP 理论 ........................ 9 2.2.2 7P理论 ......................... 10 2.3 分析工具介绍 ................ 11 2.3.1 PEST分析模型 ............ 11 2.3.2 波特五力模型 .............. 12 2.3.3 SWOT分析模型 .......... 13 第三章 丰顺体育公司台球用品营销现状与问题分析 ........... 14 MBA学位论文 作者：苏锋 丰顺体育公司台球用品营销策略优化研究 V 3.1 公司简介 .................... 14 3.1.1 基本情况 ...................... 14 3.1.2 经营范围 ...................... 14 3.1.3 组织架构 ...................... 14 3.1.4 发展历程 ...................... 15 3.2 丰顺体育公司台球用品营销现状 15 3.2.1 营业规模 ...................... 15 3.2.2 营销现状 ...................... 15 3.3 丰顺体育公司台球用品营销问题与原因分析 ..................... 17 3.3.1 访谈与问卷调查的设计与实施 ................. 17 3.3.2 访谈与问卷调查的统计分析 ..................... 18 3.3.3 产品策略问题与原因分析 ......................... 20 3.3.4 价格策略问题与原因分析 ......................... 21 3.3.5 渠道策略问题与原因分析 ......................... 23 3.3.6 促销策略问题与原因分析 ......................... 24 3.3.7 人员策略问题与原因分析 ......................... 25 3.3.8 过程策略问题与原因分析 ......................... 27 3.3.9 有形展示策略问题与原因分析 ................. 28 第四章 丰顺体育公司台球用品营销环境分析 ................. 30 4.1 企业外部环境分析 ............ 30 4.1.1 宏观环境分析 .............. 30 4.1.2 行业与市场环境分析 .. 31 4.2 企业内部环境分析 ............ 33 4.2.1 资源状况分析 .............. 33 4.2.2 能力状况分析 .............. 34 4.3 SWOT分析 ..................