中文摘要
当前，世界百年未有之大变局正加速演进，视讯行业国内国际市场复苏因新
冠疫情、中美贸易摩擦、地缘政治等不确定性因素影响而延迟。视讯行业作为国
民经济重要的战略性新兴产业，事关国家国际竞争新优势培育、产业体系安全、
人民美好生活创建。我国视讯行业面临“缺芯少魂”的技术瓶颈、原材料大幅上
涨的成本压力、产能过剩、竞争剧烈、产品同质化严重、服务标准不统一等发展
困局，具有产业链优势的视讯龙头企业直接进行LED模组整机的生产和销售，中
小企业正面临夹缝中生存、竞争乏力、甚至面临倒闭、破产、被兼并的生存危机。
鉴于此，本文在梳理中外企业差异化营销策略研究相关文献的基础上，以笔者所
在单位ZD公司视讯产品营销为例，运用营销策略相关理论探讨ZD公司视讯产品
差异化营销策略建构与实施路径，以期为我国视讯市场机制建设、视讯行业高质
量发展、中小视讯企业营销策略优化等提供参考。
全文主要研究内容、方法及研究发现如下：首先，契合“十四五”发展规划
和ZD公司视讯产品营销实际提出本文的研究主题，采用文献研究法梳理国内外
研究现状，拟定全文研究框架，为下文分析选择合适研究方法，并提出本文创新
点；其次，梳理出下文案例分析所需的差异化营销理论，为破题提供必要的理论
支撑和指导；第三，对 ZD公司视讯产品营销内外部环境进行了系统分析，采用
调查问卷和调研访谈相结合的方法对 ZD公司视讯产品营销策略现状进行调研取
证，从供需双侧摸排公司视讯产品营销策略的主要特点与存在的突出问题，结合
营销策略相关理论找出问题的成因；第四，分别运用SWOT法、STP法论证了ZD
公司视讯产品营销战略、目标市场战略选择，并结合差异化营销策略和客户关系
营销理论，为公司视讯产品营销设计了产品差异化策略、品牌差异化策略、渠道
差异化策略和服务差异化策略；第五，从视讯产品营销团队建设、中高端视讯产
品供给能力以及关键客户管理制度三个方面为顺利实施 ZD公司视讯产品差异化
营销策略提供保障；最后，总结本文主要研究结论，并指出研究不足以及未来继
续深入研究的方向。
关键词：视讯产品；差异化营销策略；产品；品牌；渠道；服务

ABSTRACT
At present, the world has not a century of major changes are
accelerating the evolution of the video industry, domestic and
international market recovery due to new crown epidemic, sino-us trade
friction, geopolitical and other uncertainties. As an important strategic
emerging industry of national economy, video industry is related to the
cultivation of new international competitive advantages, the safety of
industrial system and the establishment of people’s good life. China’s
video industry is faced with such development difficulties as “Lack of
core and lack of soul”, rising cost pressure of raw materials, excess
production capacity, fierce competition, homogenization of products and
non-uniform service standards, with the advantage of industry chain, the
video leading enterprises directly produce and sell the whole LED
module. The small and medium-sized enterprises are facing the survival
crisis of closing down, bankruptcy and annexation. In view of this, on the
basis of combing the relevant literature on the research of the
differentiation marketing strategy of Chinese and foreign enterprises, this
paper takes the marketing of the video products of Zd company as an
example, using the theory of Marketing Strategy, this paper discusses the
construction and implementation of the product differentiation marketing
strategy of Zd Company, with a view to China’s video market mechanism

building, video industry high-quality development, small and
medium-sized video enterprises marketing strategy optimization to
provide reference.
The main research contents, methods and research findings are as
follows: First of all, in line with the “14th five-year plan”development
plan and the ZD company’s video product marketing, this paper proposes
the research theme of this paper, and uses the literature research method
to comb the domestic and foreign research present situation, draw up the
full-text research frame, choose the suitable research method for the
following analysis, and put forward the innovation point of this article;
secondly, comb out the differential marketing theory that the following
case analysis needs, provide the necessary theoretical support and
guidance for solving the problem; thirdly, this paper makes a systematic
analysis of the internal and external environment of ZD company’s video
product marketing, and adopts the method of combining questionnaire
with investigation and interview to investigate and prove the current
situation of ZD company’s video product marketing strategy, from the
supply and demand of the main features of the company’s Video Product
Marketing Strategy and outstanding problems, combined with marketing
strategy theory to find out the cause of the problem; Using SWOT
method and STP method respectively, this paper demonstrates ZD
company’s Video Product Marketing Strategy and target market strategy
。。。以下略