大连理工大学专业学位硕士学位论文
摘
要
经济全球化和市场一体化已经成为世界经济发展的主要趋势。处于生产过程前端
的投资、设计、研发环节，中端的采购、生产环节以及后端的销售、售后环节都将参
与全球化竞争。全球主要机床制造企业采用全球生产和采购策略，来应对日益激烈的
市场竞争。随之带来的变革是机床辅机产品的生产制造，从机床整机制造中逐渐的独
立出来，形成新的机床上游产业来直接面对市场。这种机床制造产业的剥离，一方面
提高了机床制造业专业化分工程度，另一方面机床辅机企业作为机床制造产业的利益
相关方，深度参与到机床设计的研发与生产制造全过程。面对激烈的市场竞争，机床
辅机企业需要在不同的营销策略中进行评估与选择，同时结合自身特点进行规划与实
施，以应对外部环境变化所带来的全新挑战。
本论文以 K公司机床辅机产品的营销策略为研究对象，第一部分阐述选题背景和
意义，并介绍国内外营销相关理论文献和分析工具。第二部分对 K公司的内部营销环
境进行分析，发现 K公司现行营销策略下出现的主要问题包括：产品同质化严重，低
价竞争利润微薄，销售渠道单一，促销宣传有限。第三部分使用 PEST理论分析公司
外部宏观环境，同时针对外部行业竞争情况，重点对比分析主要的五个竞争对手。第
四部分首先通过 SWOT分析对公司的机遇和威胁以及优势和劣势进行汇总对比，采用
STP理论进行细分市场、目标市场分析及市场定位，针对市场定位重新提出新的营销
组合策略，从产品、价格、渠道、促销四个维度进行具体营销策略的制定。最后，提
出营销策略的保障措施，确保所制定的营销策略能够顺利实施。
本文按照提出问题、分析问题、解决问题的思路，采用系统的研究方法，通过对
K公司机床辅机产品的营销现状及存在的问题进行分析，综合多方面因素为 K公司机
床辅机产品的营销量身打造一套切实可行的策略，对其他机床相关企业管理工作开展
起到一定的参考及借鉴意义。
关键词：机床辅机产品；4P；营销；策略
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K公司机床辅机产品的营销策略研究
Research on Marketing Strategy of Machine Tool Auxiliary Products of K
Company
Abstract
Economic globalization and market integration have become the main trends of world
economic development. The investment, design, and R&D links at the front end of the
production process, the mid-end procurement, production links, and the back-end sales and
after-sale links will all participate in global competition. The world's major machine tool
manufacturers adopt global production and procurement strategies to respond to the
increasingly fierce market competition. The subsequent change is the production and
manufacturing of machine tool auxiliary products, which are gradually independent from the
machine tool manufacturing, forming a new machine tool upstream industry to directly face the
market. This kind of spin-off of the machine tool manufacturing industry, on the one hand, has
increased the degree of specialization and engineering of the machine tool manufacturing
industry. On the other hand, machine tool auxiliary equipment companies, as stakeholders in
the machine tool manufacturing industry, are deeply involved in the entire process of machine
tool design, R&D, and manufacturing. In the face of fierce market competition, machine tool
auxiliary equipment companies need to evaluate and choose among different marketing
strategies, and plan and implement them in accordance with their own characteristics in order
to cope with the new challenges brought about by changes in external environments.
This thesis takes the marketing strategy of K company's machine tool auxiliary products
as the research object. The first part explains the background and significance of the topic, and
introduces domestic and foreign marketing-related theoretical literature and analysis tools. The
second part analyzes the internal marketing environment of K company, and finds that the main
problems that appear under K company's current marketing strategy include: serious product
homogeneity, low-price competition, low profits, single sales channels, and limited sales
promotion. The third part uses the PEST theory to analyze the company's external macro
environment, and at the same time focuses on the comparison and analysis of the five main
competitors in view of the external industry competition. The fourth part first summarizes and
compares the company’s opportunities and threats as well as advantages and disadvantages
through SWOT analysis, and uses STP theory to conduct market segmentation, target market
analysis and market positioning. According to the market positioning, a new marketing mix
strategy is proposed, and specific marketing strategies are formulated from the four dimensions
of product, pricing, channel, and promotion. Finally, the safeguard measures for marketing
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大连理工大学专业学位硕士学位论文
strategies are put forward to ensure that the marketing strategies formulated can be implemented
smoothly.
This article adopts systematic research methods in accordance with the ideas of raising
questions, analyzing problems, and solving problems. Through the analysis of the marketing
status and existing problems of K company's machine tool auxiliary products, a set of practical
and feasible strategies are tailored for the marketing of K company's machine tool auxiliary
products by comprehensively integrating various factors. It has a certain reference and reference
significance for other machine tool-related enterprise management work.
Key Words：Machine Tool Auxiliary Products; 4P; Marketing; Strategy
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