在信息通信业辉煌发展的背景下，通讯产品需求也在不断增加，使得综合布线迎来 重要的契机。综合布线作为通信产业不可或缺的组成部分，推动通信产业迅猛发展以及 社会信息化进程中发挥着关键作用。目前通讯综合布线行业竞争激烈，同质化问题严重， 面对这样激烈的竞争环境，企业的营销策略问题成为企业之间的竞争焦点。企业要想获 得竞争优势，如何根据外部竞争环境、内部公司环境制定出有效的营销策略，成为通讯 综合布线企业必须要面对的问题。 LS公司是通信综合布线行业内众多厂商中一员，受原材料价格上涨、业内厂商低价 格竞争、品牌传播效果不佳等问题。为了不被市场淘汰，需找到公司重点发展的目标市 场，并针对该细分市场制定出可行的营销策略，是LS公司目前重要的课题。 本论文以LS公司为研究对象，总共分六章进行营销策略研究分析。第一章介绍研 究背景和研究意义，研究思路、框架和研究方法。第二章阐述营销管理的相关理论：市 场营销理论、营销策略理论、STP、PEST分析、波特五力模型、SWOT、4P 理论、波士顿 矩阵。第三章分析了LS公司的内外部环境及所处行业的竞争现状，在此基础上分析了 LS公司面临的机会、威胁、优势、劣势。第四章介绍LS公司目前面临的营销现状及存 在的问题。第五章运用STP方法对LS公司目前的市场进行梳理，找到目标细分市场， 针对该细分市场提出关于产品、价格、渠道、促销策略的改进建设，以及营销策略推行 保障以及风险管理措施。最后是本论文内容的总结。 本论文的研究对象LS公司是通信综合布线行业内一家极普通的小企业，希望本论 文研究能指导LS公司的营销工作。 关键词：营销策略；综合布线；市场营销 - II - The Research On LS Company Marketing Strategy ABSTRACT Under the background of brilliant development of information and communication industry, the demand of communication products is also increasing, which makes cabling system have an important opportunity. As an indispensable part of communication industry, communication cabling system plays a key role in promoting the rapid development of communication industry and the process of social informationization. At present, the communication cabling system industry is facing fierce competition and serious homogenization problems. Facing such a fierce competitive environment, the marketing strategy of enterprises has become the focus of competition among enterprises. Enterprises want to obtain competitive advantages, how to develop effective marketing strategies according to the external competitive environment, internal company environment, become the communication cabling system enterprise must face the problem. LS company is one of the many manufacturers in the communication wiring industry. Many manufactures face the rising raw material price, low price competition, brand communication effect is not good and other problems. In order not to be eliminated by the market, it is necessary to find the target market for the company's key development, and develop feasible marketing strategies for this market segment, which is an important topic for LS company at present. Taking LS company as the research object, this paper is divided into six chapters to study and analyze the marketing strategy. Chapter one introduces the research background, research significance, research ideas, framework and research methods. The second chapter elaborates relevant theories of marketing management: marketing theory, marketing strategy theory, STP, PEST analysis, porter's five forces model, SWOT, 4P theory, Boston matrix. The third chapter analyzes the LS company’s internal and external environment and the competitive status of its industry. On this basis, it analyzes the opportunities, threats, advantages and disadvantages faced by LS company. The fourth chapter introduces the marketing situation and existing problems faced by LS company. The fifth chapter sort out the current market of LS company by STP method, find the target market segment, and put forward suggestions on the improvement of product, price, channel and promotion strategy. - III - Chapter six introduces marketing strategy implementation guarantee and risk management. The last part is the summary of this thesis. The research object of this paper ( LS company ) is a very small enterprise in the communication cabling system industry, I hope this paper can guide the marketing work of LS company. Key words: marketing strategy; Cabling system; marketing - IV - 目 录 摘要 .................................................................................................................................... I ABSTRACT .................................................................................................................................. II 1 绪论 ...................................................................................................................................... 1 1.1 研究背景和研究意义 .................................................................................................. 1 1.1.1 研究背景 ............................................................................................................... 1 1.1.2 研究意义 ............................................................................................................... 1 1.2 研究思路及框架 .......................................................................................................... 2 1.2.1 研究思路 ............................................................................................................... 2 1.2.2 研究框架 ............................................................................................................... 2 1.3 研究方法 ...................................................................................................................... 3 2 相关理论基础 ...................................................................................................................... 4 2.1 市场营销理论 .............................................................................................................. 4 2.2 国内外市场营销策略研究 .......................................................................................... 5 2.3 市场营销分析模型 ...................................................................................................... 6 2.3.1 PEST 分析模型 ..................................................................................................... 7 2.3.2 波特五力模型 ....................................................................................................... 8 2.3.3 SWOT分析模型 .................................................................................................... 10 2.3.4 STP理论 .............................................................................................................. 11 2.3.5 波士顿矩阵 ......................................................................................................... 12 3 LS公司营销环境分析 ....................................................................................................... 14 3.1 LS公司简介 ............................................................................................................... 14 3.2 PEST宏观环境分析 ................................................................................................... 17 3.2.1 政治环境分析 ..................................................................................................... 17 3.2.2 经济环境分析 ..................................................................................................... 18 3.2.3 社会环境分析 ..................................................................................................... 20 3.2.4 技术环境分析 ..................................................................................................... 21 3.3 行业市场需求分析 .................................................................................................... 21 - V - 3.3.1 通信行业概况和现状 ......................................................................................... 21 3.3.2 通信行业需求分析 ............................................................................................. 22 3.4 行业竞争环境分析 ....................................................................................................