摘
要
摘要
叉车与宏观经济整体运行密切相关，在制造、邮政运输、物流仓储、食品
医药、化工等行业广泛使用。从 2009年开始中国已成为全球最大的叉车制造和
需求市场。可是近几年以来，伴随着人口红利优势的逐渐削弱，资本大规模的
进驻，新冠疫情和贸易摩擦对国际经济所产生的负面影响，中国叉车行业面临
一系列新挑战。因此研究在新的环境下如何引导叉车企业在市场的洪流中稳中
突进，如何对原有营销策略进行调整改进以及制定在新的市场格局中更适合和
具有竞争力的营销策略已成为叉车企业需要解决的问题。
笔者选取具有一定代表性的叉车企业 M公司作为本文的研究对象，先进行
发展战略的确定，再对通过访谈所得信息，对公司的营销策略现存的问题进行
分析。首先，通过梳理工业车辆、叉车的相关文献以及主流的研究方法，为进
行 M公司发展战略研究和营销策略研究工作提供一些理论依据。接着分析 M
公司当前所处的宏观环境（政治、经济、技术）和微观环境（行业竞争者），
在此基础上运用 SWOT-AHP分析工具创建矩阵，对 M公司从内部分析自身所
具备的优势、劣势，从外部分析企业面临的环境机会和威胁，并通过量化的方
式，在四象限坐标上得出战略。通过访谈法对 M公司市场营销策略的现状分析
发现 M公司现行的营销策略存在产品同质化严重，线上渠道建设不完善，公司
的促销力度不足、手段单一等方面的问题。然后我们基于 4P营销理论，并在促
销方面融入了部分关系营销理念，弥补 4P营销策略在该行业中的不足，针对存
在的具体问题研究出与 M公司相匹配的市场营销改进建议。
论文采用层层递进的方式，先确定公司的发展战略，再对公司的营销策略
提出改进建议，为 M公司叉车营销工作的顺利开展提供借鉴和指导，该研究能
帮助叉车企业正确应对当前市场条件，合理把握机会，规避风险并找到新的营
销思路，同时也为其它叉车制造企业提供实施正确策略的建议与依据。
关键词：叉车；4P营销策略；SWOT-AHP分析
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Abstracts
Abstracts
Forklift is closely related to the overall operation of the macro economy, and is
widely used in manufacturing, postal transportation, logistics and storage, food and
medicine, chemical industry and other industries. Since 2009, China has become the
world's largest forklift manufacturing and demand market. However, in recent years,
China's forklift industry has faced a series of new challenges with the gradual
weakening of demographic dividend advantage, large-scale influx of capital, the
negative impact of COVID-19 and trade friction on the international economy.
Therefore, in the new environment, how to guide forklift enterprises to advance
steadily in the flood of the market, how to adjust and improve the original marketing
strategy and develop more suitable and competitive marketing strategy in the new
market pattern has become a problem that forklift enterprises need to solve.
The author selects M Company, a representative forklift truck enterprise, as the
research object of this paper. Firstly, the development strategy is determined, and then
the existing problems of the company's marketing strategy are analyzed based on the
information obtained from the interview. First of all, through sorting out relevant
literature and mainstream research methods of industrial vehicles and forklifts, it
provides some theoretical basis for future research on M Company's development
strategy and marketing strategy. Then the current macro environment analysis of M
company (political, economic, technology) and micro environment (competitors), on
the basis of SWOT - AHP analysis tool to create matrix, the M company from internal
analysis has its own advantages and disadvantages, from the external analysis
environment opportunities and threats facing the enterprises, and through the way of
quantitative, Strategy is plotted on four quadrant coordinates. Through the analysis of
the current situation of M company's marketing strategy by interview method, it is
found that M company's current marketing strategy has serious product homogeneity,
incomplete online channel construction, insufficient promotion efforts, single means
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Abstracts
and other problems. Then, based on 4P marketing theory, we integrated some
relationship marketing concepts into sales promotion to make up for the deficiency of
4P marketing strategies in this industry, and studied marketing improvement
suggestions matching with M company according to the specific problems.
Paper with the method of layer, make sure the company's development strategy,
and marketing strategy of the company put forward Suggestions for improvement,
forklift for M company reference and guidance for the marketing work smoothly, the
research can help the forklift truck enterprises to correctly deal with the current
market conditions, a reasonable grasp the opportunity, avoid risk and find a new
marketing idea, At the same time, it also provides suggestions and basis for other
forklift manufacturing enterprises to implement correct strategies.
Keywords: Forklift; 4P marketing theory; SWOT-AHP analysis
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