II 摘要 本研究以HS公司5G设备为研究对象，通过文献研究和理论研究，确立了 本文以STP市场营销理论、创新驱动理论和大客户营销理论为本文的主要理论。 进而采用PEST分析，结合消费者需求分析、竞争者分析和内部环境分析，同时 结合SWOT分析，认为HS公司需要利用能够获得的优势找准市场机会，以创 新为保障，以市场为推动，让营销能够顺利推进。本文对HS公司5G设备的营 销现状进行分析后发现，存在产品策略过于粗放、定价策略缺乏弹性、渠道策略 针对性弱、促销策略形式单一的问题。问题产生原因主要是创新机制尚未建立、 部门间协同度较弱、市场影响因素复杂、未以消费者为中心。本文针对问题，基 于目标市场定位，提出了创新驱动营销理念、大客户“价值营销”等策略对已有 的营销体系进行优化。本文也围绕产品、价格、渠道、促销和服务对大客户“价 值营销”的实施措施进行了说明，同时认为需要在组织架构、系统构建和人员绩 效方面加强保障。最后预期本研究会提高HS公司客户获得率，提升客户满意度， 提高公司效益。 通过本文的研究，HS公司高科技产品营销体系将更加完善，全面提升HS 公司核心竞争力，帮助HS公司营销转型和升级，顺利实现HS公司5G设备销 售的业绩目标，最终促进HS公司5G设备的可持续发展。 关键词：5G设备，STP理论，营销策略，大客户营销，高科技产品 Abstract III Abstract Thisresearchtakes5GequipmentofHSCompanyastheresearchobject,and throughliteratureresearchandtheoreticalresearch,establishesthemaintheoriesof thispaper,whichareSTPmarketingtheory,innovation-driventheoryandkey customermarketingtheory.ThenusingPESTanalysis,combinedwithconsumer demandanalysis,competitoranalysisandinternalenvironmentanalysis,combined withSWOTanalysis,HScompanyneedstousetheadvantagesavailabletoidentify marketopportunities,takeinnovationasguarantee,takemarketasdrivingforce,so thatmarketingcanbepromoted.Afteranalyzingthemarketingstatusof5G equipmentinHScompany,thispaperfindsthattherearesomeproblems,suchas extensiveproductstrategy,inelasticpricingstrategy,weakpertinenceofchannel strategyandsingleformofpromotionstrategy.Thecausesoftheproblemare innovationmechanismhasnotbeenestablished,thedegreeofinter-departmental collaborationisweak,theinfluencingfactorsofthefieldarecomplex,andthe consumersarenotthecenter.Inviewofthisproblem,basedonthetargetmarket positioning,thispaperputsforwardtheinnovation-drivenmarketingconceptandthe strategyof"valuemarketing"forbigcustomerstooptimizetheexistingmarketing system.Thispaperalsodescribestheimplementationmeasuresof"valuemarketing" forlargecustomersaroundproducts,prices,channels,promotionsandservices,and considersitisnecessarytostrengthenorganizationalstructure,systemconstruction andpersonnelperformance.Finally,itisexpectedthatthisstudywillimprovethe customeracquisitionrate,customersatisfactionandthebenefitofHSCompany. Throughthisstudy,HScompany'shigh-techproductmarketingsystemwillbe moreperfect,comprehensivelyenhancethecorecompetitivenessofHScompany, helpHScompanymarketingtransformationandupgrading,smoothlyachieveHS company's5Gequipmentsalesperformancegoals,andultimatelypromotethe sustainabledevelopmentofHScompany's5Gequipment. Keywords:5Gdevices,STPtheory,Productmarketing,Optimization,Strategy 目录 1 目录 摘要............................................................................................................................I Abstract......................................................................................................................III 第1章绪论................................................................................................................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..............................................................................................2 1.2研究目的和研究内容.....................................................................................3 1.2.1研究目的..............................................................................................3 1.2.2研究内容..............................................................................................4 1.3研究方法和技术路线.....................................................................................5 1.3.1研究方法..............................................................................................5 1.3.2技术路线..............................................................................................7 1.4本文的创新之处.............................................................................................7 第2章国内外理论综述和相关理论基础................................................................9 2.1国内外关于高科技产品营销理念的研究综述.............................................9 2.2国内外关于高科技产品营销策略的研究综述...........................................13 2.3国内外研究成果评析...................................................................................15 2.4相关理论基础...............................................................................................16 2.4.1STP理论.............................................................................................16 2.4.2创新驱动理论....................................................................................17 2.4.3大客户营销理论................................................................................17 第3章HS公司5G设备的营销环境分析.............................................................19 3.1HS公司及其高科技产品概述.....................................................................19 3.2HS公司5G设备的宏观营销环境分析......................................................20 3.2.1政治环境分析....................................................................................20 3.2.2经济环境分析....................................................................................21 3.2.3社会环境分析....................................................................................22 3.2.4技术环境分析....................................................................................24 3.3HS公司5G设备的微观营销环境分析......................................................25 3.3.1消费者需求分析................................................................................25 目录 2 3.3.2竞争者分析........................................................................................28 3.3.3内部环境分析....................................................................................29 3.4HS公司5G设备营销的SWOT分析..........................................................31 3.4.15G设备营销优势...............................................................................31 3.4.25G设备营销劣势..............................................................................32 3.4.35G设备营销机会...............................................................................32 3.4.45G设备营销威胁..............................................................................33 第4章HS公司5G设备的营销现状分析...............................................................37 4.1HS公司5G设备营销现状..........................................................................37 4.1.15G设备营销理念..............................................................................37 4.1.25G设备营销策略..............................................................................38 4.2HS公司5G设备营销策略问题分析...........................................................42 4.2.1产品策略过于粗放.............................................................................42 4.2.2定价策略缺乏弹性............................................................................43 4.2.3渠道策略针对性弱............................................................................43 4.2.4促销策略形式单一............................................................................44 4.3HS公司5G设备营销策略问题的原因分析..............................................44 4.3.1创新机制尚未建立............................................................................44 4.3.2市场影响因