专业学位硕士学位论文
北京N 网络科技有限公司营销策略研究
Study on Marketing Strategy of N Network Technology Co., Ltd.
作 者 姓 名：江贺
学科、 专业：工商管理
学 号：41911617
指 导 教 师：刘凤朝
完 成 日 期： 2022 年 05 月30 日
大连理工大学
Dalian University of Technology
大连理工大学专业学位硕士学位论文
摘要
随着智慧物流概念的诞生，物流数字化转型的浪潮浩浩荡荡，诸多勇立潮头的国
内企业在数字化方面已经有了更多的尝试和实践。在新基建加快推进及用工成本持续
增加的背景下，物流智能信息化一直是近年来的热点领域。N 企业是一家成立于2016
年总部位于北京的互联网+物流+新能源的创新型企业，主要为物流企业提供降本增效
的数字化解决方案，主营业务包括数字化加油加气业务、ETC 发票业务、物流后市场服
务等相关业务。N 企业旗下有诸多具备油品买卖资质的子公司分别分布在大连、青岛、
郑州等地。近年，N 企业受市场竞品的影响，面临着客户逐渐流失、市场占有率逐渐降
低的窘境。
本文以 N 企业为研究对象，从促销策略、产品规划、客户服务三个维度，深入解
析 N 企业营销策略问题。首先，针对 N 企业营销手段层面的问题，本文使用 PEST 工具
分析了 N 企业的内外部环境，并对市场容量与顾客行为进行市场需求分析；使用波特
五力模型对竞争因素进行分析。其次，针对 N 企业产品规划层面的问题，本文根据客
户调研、信息采集等一手数据入手分析了 N 企业产品现状，通过使用STP 分析工具，对
N 企业进行市场细分，选择目标市场，然后确定 N 企业的市场定位。最后，通过使用 4P
策略，从产品、价格、促销、流失客户挽回四个方面提出 N 企业营销策略，同时通过
加强人力资源管理、优化运营组织结构、设立紧急事项预案三个方面为 N 企业后续的
营销策略提供保障支持，使 N 企业的营销策略更具可操作性。通过系统分析总结出，
目前 N 企业的营销问题点主要集中在产品形态过于单一，不具备独特性和不可替代性，
导致 N 企业客户粘性低，流失客户严重。因此，N 企业应当结合现有市场中物流行业对
产品综合形态所要求的数字化整合平台的需求，提升 N 企业自身产品的综合竞争力，
推动产品优化迭代，打造迎合物流业态市场需求的油品管理、ETC 发票业务与运输费发
票业务一体的一站式综合性服务平台；同时在价格及促销策略方面也需做出对应调整，
比如根据客户层级打造阶梯式定价体系，丰富促销方式提升用户满意度等一系列举措，
从而给出一套适合 N 企业未来发展的营销策略，以提升 N 企业在市场中的竞争优势，为
其在市场环境中生存及发展提供参考。
本文对 N 企业营销策略问题的研究，不仅能为N 企业后期营销策略的制定提供指
引，同时也可为同类型公司制定营销策略提供参考。
关键词：互联网+；物流数字化；市场营销
- I - 北京 N 网络科技有限公司营销策略研究
Study on Marketing Strategy of N Network Technology Co., Ltd.
Abstract
With the birth of the concept of intelligent logistics, the tide of digital transformation of
logistics is mighty, and many domestic enterprises that are brave in the forefront have made
more attempts and practices in digitalization. Under the background of accelerating new
infrastructure and increasing labor costs, logistics intelligent informatization has been a hot spot
in recent years. Enterprise N is an innovative enterprise of internet plus logistics and new energy,
headquartered in Beijing in 2016. It mainly provides digital solutions for logistics enterprises
to reduce costs and increase efficiency. Its main business includes digital refueling and gas
filling business, ETC invoice business, logistics after-market service and other related
businesses. There are many subsidiaries of N company which are qualified to buy and sell oil
products in Dalian, Qingdao, Zhengzhou and other places. In recent years, affected by
competing products in the market, Company N is faced with the dilemma of gradually losing
customers and decreasing market share.
This paper takes N enterprise as the research object, and deeply analyzes the marketing
strategy of N enterprise from three dimensions: promotion strategy, product planning and
service process. Firstly, aiming at the problem of marketing means of N enterprise, this paper
uses PEST tool to analyze the internal and external environment of N enterprise, and analyzes
the market demand of market capacity and customer behavior. Five forces model is used to
analyze the competitive factors. Secondly, aiming at the problem of product planning of N
enterprise, this paper analyzes the product status of N enterprise according to the first-hand data
such as customer research and information collection, subdivides the market of N enterprise by
using STP analysis tools, selects the target market, and then determines the market positioning
of N enterprise. Finally, by using the 4P strategy, the marketing strategy of N enterprise is put
forward from four aspects: product, price, promotion and lost customer recovery. At the same
time, the follow-up marketing strategy of N enterprise is supported by strengthening human
resource management, optimizing operation organization structure and setting up emergency
plan, which makes the marketing strategy of N enterprise more operable.Through the analysis,
it is finally concluded that the marketing problems of enterprise N at present mainly focus on
the fact that the product form is too single, which is not unique and irreplaceable, resulting in
low customer stickiness and serious customer loss of enterprise N. Therefore, n enterprises
should combine the demand of the digital intelligent integration platform required by the
logistics industry in the existing market, enhance the comprehensive competitiveness of n
enterprises; own products, promote the iteration of product optimization, and build a one-stop
- II - 大连理工大学专业学位硕士学位论文
comprehensive service platform integrating oil management, ETC invoice business and
transportation fee invoice business to meet the needs of the logistics market; At the same time,
it is necessary to make corresponding adjustments in price and promotion strategies, such as
building a step-by-step pricing system according to customer levels, enriching promotion
methods to enhance customer satisfaction, and so on, so as to give a set of marketing strategies
suitable for the future development of enterprise N, so as to enhance its competitive advantage
in the market and provide reference for its survival and development in the market environment.
The research on the marketing strategy of enterprise N in this paper can not only provide
guidance for the later marketing strategy formulation of enterprise N, but also provide reference
for similar companies to formulate marketing strategies.
Key Words：Internet plus, Logistics digitization, Marketing
- III – 北京 N 网络科技有限公司营销策略研究
目录
摘要 ...................... I
Abstract .................... II
1 绪论 ................ 1
1.1 研究背景及意义 ............. 1
1.2 研究内容 .................. 2
1.3 研究方法 .................. 2
2 理论基础 ............... 4
2.1 市场营销概述 ................. 4
2.1.1 市场营销战略环节研究 ........... 4
2.1.2 组合营销研究 ............. 4
2.2 4P 及 STP 理论 ................ 5
2.2.1 4P 理论 ................. 5
2.2.2 STP 理论 .............. 6
2.3 PEST 模型 ................ 7
3 N 公司内外部环境分析 ............ 9
3.1 宏观环境分析 ................. 9
3.1.1 政治环境分析 ............. 9
3.1.2 经济环境分析 ........... 10
3.1.3 社会环境分析 ........... 11
3.1.4 技术环境分析 ........... 13
3.2 市场需求分析 .............. 15
3.2.1 市场容量及发展趋势 ............. 15
3.2.2 顾客行为分析 ........... 17
3.3 竞争分析 ................ 19
3.3.1 供应商分析 ............... 19
3.3.2 竞争者分析 ............... 21
3.3.3 替代品威胁 ............... 23
3.3.4 潜在竞争者威胁 .............. 24
4 N 公司内部环境分析 .............. 25
4.1 企业概况及营销现状 ................. 25
4.2 企业资源与能力分析 ................. 26
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