：矿山设计行业由垄断性向市场化转化的过程中，还存在过分 依赖于国家行政单位的营销机制。湖南元一矿山设计有限公司属于民 营矿山设计企业，专业性强，如何在激烈市场竞争以及传统设计院占 据主导竞争地位的环境下选择合适的营销策略至关重要。 本研究基于市场营销相关理论，采用对比分析方法、SWOT分析 方法等对该公司现有营销体系以及取得的营销效果进行分析，分析该 公司市场营销发展面临的困境,进而采用STP理论工具对其市场进行 细分和选择，根据市场定位结果制定营销组合策略。 研究采用7P策略为该公司设计了市场营销策略，产品策略，主 要从产品质量策略，从引进专业技术人员和完善人力资源管理制度两 个方面提升；价格策略，不同细分市场采用差异化营销策略，优势市 场采用组合定价法，潜力市场和一般市场采用渗透定价法建立价格优 势；渠道策略，优势市场可采用直接渠道为主间接渠道为辅的策略， 潜力市场和一般市场则采用间接渠道为主直接渠道为辅的策略；促销 策略包含广告策略和活动推广策略，广告策略可基于全媒体运营进行 设计，活动推广则通过关系营销、异业联盟、定期活动等进行推广； 服务策略包含人员策略、过程策略与展示策略。 关键词：湖南元一矿山设计公司；市场营销；STP分析 III RESEARCHONMARKETINGIMPROVEMENT STRATEGYOFHUNANYUANYIMINEDESIGN COMPANY FuxiaYan(MBA) DirectedbyTieliWang Abstract:Intheprocessoftransformationfrommonopolyto marketization,therestillexistsamarketingmechanismwhichistoo dependentonthenationaladministrativeunits.Howtoenhancethe marketingcapabilitiesofprivateenterprisesisthefocusofthisresearch. HunanYuanYiMineDesignCo.,Ltd.belongstotheprivatemining designenterprise,andishighlyprofessional.Howtochoosetheright marketingstrategyinthefiercemarketcompetitionandthetraditional designinstitutesoccupytheleadingcompetitivepositionisvery important. Basedonmarketingtheory,thisstudyadoptscaseanalysismethod andSWOTanalysismethodtostudythemarketingstrategyofHunan YuanYiminingdesigncompany.Firstofall,thispaperanalyzesthe existingmarketingsystemandthemarketingeffectofthecompany,and analyzesthedifficultiesfacingthemarketingdevelopmentofthe company.ThenusecomparativeanalysismethodandSWOTanalysis methodtoanalyzeandevaluateitsdevelopmentenvironment.UseSTP theorytooltosegmentandselectitsmarket,anddevelopmarketingmix IV strategyaccordingtotheresultofmarketpositioning. Theresearchadoptsthe7Pstrategytodesignthemarketingstrategy andproductstrategyforthecompany,whichismainlyimprovedfromthe aspectsofproductqualitystrategy,introductionofprofessional techniciansandimprovementofhumanresourcemanagementsystem. Pricestrategy:differentiationmarketingstrategyisadoptedfordifferent marketsegments,combinationpricingmethodisadoptedforcompetitive market,andpenetrationpricingmethodisadoptedforpotentialmarket andgeneralmarkettoestablishpriceadvantage.Channelstrategy:the superiormarketcanadoptthestrategyofdirectchannelasthemainand indirectchannelastheauxiliarystrategy,whilethepotentialmarketand thegeneralmarketadoptthestrategyofindirectchannelasthemainand directchannelastheauxiliarystrategy.Thepromotionstrategyincludes advertisingstrategyandactivitypromotionstrategy.Theadvertising strategycanbedesignedbasedonthewholemediaoperation.The activitypromotioncanbepromotedthroughrelationshipmarketing, cross-industryallianceandregularactivities.Servicepoliciesinclude peoplepolicies,processpolicies,andpresentationpolicies. Keywords:HunanYuanYiMineDesignCo.,Ltd;Marketing;STP analysis 目录 摘要..............................................................................................................I Abstract..................................................................................................III 第1章绪论................................................................................................1 1.1研究背景及意义...........................................................................1 1.1.1研究背景.............................................................................1 1.1.2研究意义.............................................................................2 1.2国内外研究现状...........................................................................2 1.2.1国外研究现状.....................................................................2 1.2.2国内研究现状.....................................................................3 1.2.3研究述评.............................................................................5 1.3研究内容与方法...........................................................................6 1.3.1研究内容.............................................................................6 1.3.2研究方法.............................................................................6 1.4研究思路.......................................................................................7 第2章研究的理论基础...........................................................................9 2.1市场营销.......................................................................................9 2.1.1市场营销的概念.................................................................9 2.1.2市场营销研究的内容和步骤.............................................9 2.2相关的市场营销理论.................................................................10 2.2.14P理论..............................................................................10 2.2.17P理论..............................................................................11 2.2.34R理论..............................................................................11 2.3市场营销环境的SWOT分析.......................................................12 2.4市场营销策略研究.....................................................................13 2.4.1STP分析方法....................................................................13 2.4.2差别化的市场营销...........................................................13 2.4.3无差别化市场营销...........................................................14 第3章湖南元一矿山设计公司营销的现状分析.................................17 3.1湖南元一矿山设计公司现有的营销体系.................................17 3.1.1公司基本情况...................................................................17 3.1.2公司主营业务范围...........................................................17 3.1.3营销方法与业绩分析........................................................18 3.1.4营销区域分析...................................................................19 3.2湖南元一矿山设计公司营销的环境分析.................................20 3.2.1经济环境...........................................................................20 3.2.2社会环境...........................................................................22 3.2.3技术环境...........................................................................22 3.2.4政策环境...........................................................................23 3.3湖南元一矿山设计公司营销的市场分析.................................24 3.3.1竞争者分析.......................................................................24 3.3.2客户分析...........................................................................25 3.3.3市场竞争力评价...............................................................27 3.4公司市场营销的SWOT分析.......................................................28 3.4.1优势分析...........................................................................28 3.4.2劣势分析...........................................................................29 3.4.3机会分析...........................................................................29 3.4.4威胁分析...........................................................................30 第4章湖南元一矿山设计公司市场营销的策略制定.........................33 4.1市场营销策略设计思路与原则.................................................33 4.1.1设计思路...........................................................................33 4.1.2设计原则...........................................................................33 4.2市场细分与市场选择.................................................................34 4.2.1市场细分...........................................................................34 4.2.2目标市场选择............