摘要
摘要
随着经济全球化的发展，企业进入国际舞台的竞争压力日益剧增，跨国企业的本土
化经营越来越艰难。H外资公司水质分析仪器从早期发展开始，就一直是业内的领航者，
它的产品涉及水质分析检测行业各个领域，由于它的可靠、精准及耐用等原因，占据了
行业很大一部分市场。现如今，我国的经济体量在国际舞台上是非常大的，基础工业制
造业的体量也是十分庞大的，差异化的市场需求占比越来越重，数字化市场已经达到了
引领行业的发展方向。由此，本文将探索 H外资公司水质分析仪器产品如何进一步做到
本土化经营，继续引领行业的发展。
本文借助国内外主要研究理论，对其展开分析。首先，本文结合本土化和差异化营
销理论，通过客户关系管理理论模型分析，系统地论述了 H外资公司水质分析仪器本土
化营销的基本境况。其次，通过调查问卷方式，引出实际存在的问题，比如，产品销售
渠道混乱、价格偏高、产品本土差异化创新不足、本土服务差以及营销人员缺乏专业性
等问题，并详细阐述问题现状。再次，本文借助 PEST宏观环境分析、五力模型和 SWOT
进行多方面综合分析现状问题。然后，针对问题现状，制定了新的本土化营销改进措施；
例如，对于产品部分，利用营销组合理论从客户角度出发，并结合企业自身现状提出产
品创新路线，实现产品差异化竞争力。最后，结合营销优化改进方案，提出实现新方案
的保障措施，主要涉及组织、技术和人才三个方面。
针对目前水质分析仪器市场竞争压力越来越大的形势，通过本文的研究，可以为 H
外资公司水质分析仪器在中国本土化未来的发展提供新的营销思路或给予其他企业提
供借鉴。
关键词：H外资公司，水质分析仪器，本土化，客户关系管理
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西北大学硕士学位论文
ABSTRACT
With the development of economic globalization, the competitive pressure of enterprises
entering the international arena is increasing day by day, and the local operation of
multinational enterprises is becoming more and more difficult. H foreign companies water
quality analysis equipment from the early development, has been the industry leader, its
products related to water quality analysis and testing industry in all areas, because of its
reliability, precision and durability and other reasons, occupied a large part of the industry
market. Nowadays, China's economic volume is very large in the international arena, the mass
of basic industrial manufacturing industry is very large, differentiated market demand
accounts for an increasingly heavy proportion, the digital market has reached the direction of
leading the development of the industry. Thus, this paper will explore how H foreign
companies water quality analysis equipment products to further local operation, continue to
lead the development of the industry.
This paper analyzes it with the help of the main theories at home and abroad. First of all, this
paper combines the localization and differentiation marketing theory, through the Customer
Relationship Management theoretical model analysis, systematically discusses the basic
situation of H foreign company water quality analysis instrument localization marketing.
Second, through questionnaire, the actual problems are introduced, such as confusion of
product sales channels, high price, insufficient local differentiation and innovation, poor local
service and lack of professional marketing personnel, etc., and the status quo of the problem is
elaborated in detail. Third, this paper uses PEST macro-environment analysis, five-force
model and SWOT to carry out a multi-faceted comprehensive analysis of the status quo. Then,
in view of the current situation of the problem, a new local marketing improvement measures
are formulated, for example, for the product part, the use of marketing combination theory
from the customer's point of view , and combined with the current situation of the enterprise
to put forward product innovation routes, to achieve product differentiation competitiveness.
Finally, combined with marketing optimization and improvement strategy, the safeguard
measures to realize the new program are put forward, mainly involving three aspects of
organization, technology and talent.
In view of the increasing competition pressure in the water quality analysis instrument market,
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