2022 届硕士学位论文
新基建背景下H 公司机器视觉产品的营
销战略研究
作者姓名 翟卉
指导教师 耿晔强 教 授
学科专业 工商管理
研究方向 企业战略
培养单位 经济与管理学院
学习年限 2019 年 9 月至 2022 年 11 月
二〇二二年八月
山西大学
2022 届硕士学位论文
新基建背景下H 公司机器视觉产品的营
销战略研究
作者姓名 翟卉
指导教师 耿晔强 教 授
学科专业 工商管理
研究方向 企业战略
培养单位 经济与管理学院
学习年限 2019 年 9 月至 2022 年 11 月
二○二二年八月
2
Thesis for Master’ s degree, Shanxi University, 2022
Research on marketing strategy of H;s machine vision
product line under the background of new infrastructure
Student Name Hui Zhai
Supervisor Prof. Ye-qiang Geng
MajorBusiness Administration
SpecialtyEnterprise strategy
Department School of Economics and Management
Research Duration2019.09-2022.11
August, 2022
中 文 摘 要
新基建自 2018 年以来，就成为中国经济新的增长点，有非常重要的地位和影响。
持续的疫情对国内外经济环境造成巨大冲击，这给各国的经济增长以及各个企业的
营业增长带来巨大的挑战。在此严峻的经济环境下，各国势必会大兴基建来刺激经
济，后续将成为国家提振经济的重要抓手，企业也需抓住新基建的发展机遇，才能获
得长足发展。
H 公司于2010 年首次进入世界 500 强，从此以后，H 公司的发展蒸蒸日上，一
飞冲天。短短十多年时间，就位列世界 500 强，成为中国民营企业的翘楚。不管是在
海外还是国内，H 公司的声誉、口碑都远超其他厂商，是名副其实的国际巨头。2020
年以来，H 公司寻找到“机器视觉”这一新的业务增长点，在机器视觉产业有系列重
要动作，如软件定义摄像机国际标准的发布、推出 IVS 系列通讯系统等等，每一个
动作都意义非凡。机器视觉产品可大大助力于我国新基建的发展，H公司的这一战
略规划顺应了国家发展趋势，同时又为自身扩充业务体系，寻求新的业务增长点带来
新的机遇和挑战。
本文共五章，第一章为绪论，讲述研究背景、目的及意义，并通过文献查阅，
总结国内外研究现状。接着引出本文研究的内容、思路和研究方法。第二章针对企
业营销管理战略的相关概念和基本理论进行阐述，为本文对 H 公司的战略研究提供
理论依据。第三章从外部环境、内部环境、竞争环境进行详细分析，说明了H 公司
机器视觉产品线的发展现状和优劣势，为下文营销战略研究提供依据。第四章通过
STP、4PS 理论，分析了当前 H 公司的营销战略以及实施过程中的具体保障措施。
第五章为结论，得出了本文的研究结论，并针对H 公司的营销现状提出对策和建
议。
本文将结合一系列“新基建”背景下的行业政策、市场发展、客户需求等，研究
H 公司机器视觉发展战略，为更多行业内的公司提供借鉴参考。
关键词：机器视觉；新基建；营销战略
I
ABSTRACT
Since 2018, the new infrastructure has become a new growth point of China;s economy
and has a very important position and influence. The continuous epidemic has a great impact
on the economic environment at home and abroad, which brings great challenges to the
economic growth of various countries and the business growth of various enterprises. In this
severe economic environment, countries are bound to vigorously promote infrastructure to
stimulate the economy, which will become an important starting point for the country to
boost the economy. Enterprises also need to seize the development opportunities of new
infrastructure in order to achieve considerable development.
H company entered the world;s top 500 for the first time in 2010. Since then, the
development of H company has been booming. In just over a decade, it ranked 49th among
the world;s top 500 and became the leader of China;s private enterprises. Whether overseas
or at home, H company;s reputation and reputation far surpass that of other manufacturers.
It is a veritable international giant.
Since 2020, H company has found a new business growth point of "machine vision".
There are a series of important actions in the machine vision industry, such as the release of
international standards for software defined cameras, the launch of IVS series
communication systems, and so on. Each action is of great significance. Machine vision
products can greatly contribute to the development of China;s new infrastructure. This
strategic plan of H company conforms to the national development trend, and brings new
opportunities and challenges to expand its business system and seek new business growth
points.
This paper consists of five chapters. Describe the research background, purpose and
significance, and summarize the research status at home and abroad through literature
review. Then it introduces the content, ideas and research methods of this paper. The second
chapter elaborates the relevant concepts and basic theories of enterprise marketing
management strategy, which provides a theoretical basis for the strategic research of H
Company in this paper. The third chapter analyzes the external environment, internal
environment and competitive environment in detail, explains the development status,
advantages and disadvantages of the machine vision product line of H Company, and
II