I 摘要 中国国内一些传统的化工原材料生产企业，由于产量和环保的限制，对涉 及离心机的设备的采购需求随之减少；而一些国产同类产品的竞争在不断增强， 从而使得这些领域已经变成了竞争激烈的红海，A公司离心机的市场份额被逐 渐地蚕食。作为较早进入中国市场的外资离心机制造商A公司如何通过改进营 销策略来适应中国市场的变化已经成为A公司的当务之急。 论文针对A公司离心机在中国的市场份额随着中国市场竞争环境的变化不 断被蚕食的问题，通过对国内外定制工业产品主流营销策略的研究，从产品策 略、价格策略、销售渠道策略、产品促销策略四个方面介绍了A公司离心机营 销现状并确定了在这四个方面现存着产品应用覆盖面窄、价格缺乏竞争力、销 售渠道单一、促销方式简单的问题，并根据PEST、五力模型和公司以及产品优 劣势对问题进行了内外部环境分析，并通过STP理论对A公司离心机的中国市 场做了细分和定位从而得出研究结论，指出A公司在中国市场继续攫取垄断利 润的可能性已经很小，必须通过对现行的营销策略做出一系列调整来适应中国 市场的变化。最后，根据产品生命周期和竞争环境两个影响营销策略调整的因 素，从产品，价格，销售渠道和产品促销四个方面对A公司离心机营销策略提 出了改进建议，并给出了实施保障建议。 论文从A公司的实际情况出发，反思在华经营所暴露出来的问题，尝试提 出更为完善的营销策略方案，为中小型制造企业产品营销策略的完善提供了参 考。 关键词：离心机,营销策略,4P，PEST，五力模型 Abstract III Abstract Withincreasinglystrictlawsbeingmadeintermsofproductioncapacity restrictionsinpurposeofenvironmentalprotectionandenergysavinginnowadaysof China,agrowingnumberoftraditionalchemicalrawmaterialmanufacturershave reducedtheirdemandsforequipmentincludingcentrifuges.However,thecompetition fromthedomesticmanufacturersofsimilarproductswithAcompany’sconstantly keepsitundertremendousimpactonitsmarkingshareinChina,whichhasturned thesefieldsintoacirculationofcompetitiononpriceandcostofproduction.Asa foreigncentrifugemanufacturerenteringChinaatrelativelyearlystageof industrializedproductionofchemicalrawmaterial,improvingmarketingstrategyhas becomethetoppriorityforAcompanytofacethechangesinChina. RegardingtheexistingproblemsofAcompany’scentrifugalproductmarket thathaveshrunktoanalarminglevelandwhattheimminentmeasuresshouldbe takentostopthedecline,thedissertationemploysrelevantstudyintermsofmain- streamedstudyofcustom-madeindustrialproducts,andcomprehensiveanalysisto theproblemsfromfouraspectsofsalesstrategiesincludingproducts,price,place,and promotion.Withthediagnosedproblems,thedissertationdigsfurtherdeepreasons outbyPEST,5forces,andanalysisofstrengthandweaknessfromtheperspectivesat externalandinternalenvironment,whichenableSTPpositioningapplyonA company’sproductsinChinamarket.Withallanalysisabove,aconclusionisfinally drewasAcompanymustimmediatelyactonaseriesofimprovementsatsalesand operationstrategiesinChinamarkettofitintremendousanddrasticmarketing developmentinChina.Subsequently,thedissertationgivesthesuggestionsand measurementsaccordinglytotheproblemsbyhavingtwokeyfactors,lifetimeof productandcompetitionenvironment,withinconsideration. Thedissertationreflectstheproblemsthatareexposedbytheoperationofsmall andmedium-sizedforeign-investedmanufacturingenterprisesinChina.Moreover,the dissertationalsoattemptstofindoutmoreadvancedmarketingstrategyinorderto provideareferenceforthesmallandmedium-sizedmanufacturingenterprisesin Chinatoimprovetheiroperation. KeyWords:centrifuge;salesandmarketingstrategy;4P,PEST,fiveforcesmodel 目录 V 目录 摘要........................................................................................................................1 Abstract.........................................................................................................................III 第1章绪论................................................................................................................1 1.1研究背景..........................................................................................................1 1.2研究目的和意义..............................................................................................1 1.2.1研究目的................................................................................................1 1.2.2研究意义................................................................................................1 1.3国内外研究现状..............................................................................................2 1.3.1国外研究现状........................................................................................2 1.3.2国内研究现状........................................................................................3 1.4研究内容和方法...............................................................................................4 1.4.1研究内容................................................................................................4 1.4.2研究方法................................................................................................4 1.5研究思路.................................................................................................................5 第2章研究的理论依据及分析方法.......................................................................7 2.14P营销策略理论以及定制化工业品4P营销的特征.................................7 2.1.14P营销理论............................................................................................7 2.1.2定制化工业品4P营销理论..................................................................7 2.2营销策略环境分析以及市场定位方法..........................................................8 2.2.1PEST分析方法.......................................................................................8 2.2.2五力模型分析法以及定制化工业品的五力模型分析特征.................9 2.2.3STP分析法及定制化工业品的STP的分析特点...........................10 2.3营销策略调整的影响因素............................................................................11 2.3.1产品所处生命周期的不同阶段..........................................................11 2.3.2产品所处竞争环境..............................................................................11 2.3.3厂家的目标..........................................................................................12 2.4本章小结........................................................................................................12 第3章A公司中国市场离心机营销策略现状......................................................13 3.1.A公司中国市场离心机产品策略现状........................................................13 3.2A公司中国市场离心机价格策略现状.........................................................17 3.3A公司中国市场离心机渠道策略现状.........................................................19 3.4A公司中国市场离心机促销策略现状.........................................................20 3.5本章小结........................................................................................................20 北京工业大学工商管理硕士专业学位论文 VI 第4章A公司离心机中国市场营销策略存在问题及原因....................................21 4.1A公司离心机产品策略存在问题及原因.....................................................21 4.2A公司离心机价格策略存在问题及原因.....................................................24 4.3A公司离心机渠道策略存在问题及原因.....................................................25 4.4A公司离心机促销策略存在问题及原因.....................................................27 4.5本章小结........................................................................................................28 第5章A公司离心机中国市场营销环境与定位分析............................................29 5.1A公司离心机中国市场PEST分析..............................................................29 5.1.1政治环境分析.......................................................................................29 5.1.2经济环境..............................................................................................30 5.1.3社会环境...............................................................................................31 5.1.4技术环境........................................................................................