大连理工大学专业学位硕士学位论文
摘
要
随着全球信息化的提高，促进了全球资源的流通和共享，基础设备的水平决定了全
球基础设备发展的程度。工程进入连接部件的技术水平决定了设备的连接技术和紧固水
平。锁类、铰链类产品广泛应用于交通运输设备、工程机械、通讯设备、仪表仪器、医
疗设备、船舶航天等基础硬件行业。随着人工智能时代的发展，大部分设备由原来的传
统机械式连接转换为电气化连接，对连接零部件也要求需要信号控制。SK公司作为全球
紧固连接行业的领头企业，其在中国市场的发展必须制定科学的营销策略，开展一系列
的营销活动，赢得市场越来越多的市场份额。
本文采取的研究方法是文献研究和实地考察调研，以SK中国区分公司作为研究对
象，围绕SK公司在中国市场的营销策略这重点问题开展深入的调研和研究。本文根据
市场细分、4P营销策略等营销策略理论，为SK公司的营销策略设计提供理论依据，并
且对SK 公司所处的内外市场环境进行深入分析，分析其在中国市场所处宏观外部环境
中所面临的行业竞争环境。通过分析SK 公司外部竞争环境，和内部资源包括人力资源、
财务资源、销售资源，以及内部的研发实力、生产管理、营销策略的管理能力。然后对
其在中国市场的优势、劣势分析总结。通过对紧固连接部件的市场细分，确定其目标市
场选择和定位。然后着重对其产品、渠道、促销、价格、四个方面提出其在中国市场具
体策略。最后从重点客户关系管理、生产运营管理、销售团队建设等三个方面提出保障
措施，协助SK公司在中国市场取得竞争优势，实现其扩大中国市场的份额的目标。
本文的研究内容一方面可以补充SK公司在中国当前工程连接部件行业市场的营销
策略，另一方面，对SK 公司产品扩大在中国市场的市场占有率有促进意义，同时对中
国工程连接部件的应用有积极意义。
关键词：工程 连接 部件 ;4Ps策略 营销 ;STP市场 细分
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SK公司中国市场营销策略研究
Research on the marketing strategy of SK company in China
Abstract
With the improvement of global informatization, the circulation and sharing of global
resources have been promoted. The level of infrastructure equipment determines the degree of
development of global infrastructure equipment. The application of engineering into the
connecting parts determines the connection technology and fastening level of the equipment.
Locks and hinges are widely used in basic hardware equipment industries such as transportation,
construction machinery, communication equipment, instrumentation, medical equipment,
shipbuilding and aerospace. With the development of the artificial intelligence era, most of the
equipment has been converted from the original traditional mechanical connection to the
electrical connection, and signal control is also required for the connected components. As a
leading company in the global fastening and connection industry, SK company must formulate
scientific marketing strategies and carry out a series of marketing activities for its development
in the Chinese market to win more and more market shares in the market.
The research method adopted in this thesis is literature research and field investigation,
taking SK China branch as the research object, and conducting in-depth investigation and
research on the key issue of SK company's marketing strategy in the Chinese market. Based on
marketing strategy theories such as market segmentation and 4Ps marketing strategy, this thesis
provides a theoretical basis for SK company’s marketing strategy design, and conducts an
in-depth analysis of the internal and external market environment in which SK company is
located, and analyzes its macro-external environment in the Chinese market The competitive
environment in the industry. It analyzes the external competitive environment of SK company,
and internal resources including human resources, financial resources, sales resources, as well
as internal R&D strength, production management, and marketing strategy management
capabilities. Then it analyzes and summarizes its advantages and disadvantages in the Chinese
market. Through the market segmentation of fastening components, determine its target market
selection and positioning. Then focus on its products, channels, promotions, prices, and put
forward its specific strategies in the Chinese market. Finally, safeguard measures were
proposed from three aspects: key customer relationship management, production and operation
management, and sales team building to assist SK company in gaining a competitive advantage
in the Chinese market and realizing its goal of expanding its share of the Chinese market.
The research content of this thesis can supplement SK's marketing strategy in China's
current engineering connection component industry market on the one hand, and on the other
hand, it is of promotion significance for SK company's products to expand the market share in
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大连理工大学专业学位硕士学位论文
the Chinese market, and at the same time, it is useful for the application of Chinese engineering
connection components. It has a positive meaning.
Key Words：Engineering connection components; 4Ps marketing strategy; STP
market segmentation
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