摘要
摘要
随着我国经济的高质量发展，在碳达峰与碳中和目标的驱动以及全球化的发展趋势
下，我国半导体行业将获得快速发展的机会。近年来，功率半导体市场空间稳步增长，
新能源汽车、智能装备制造、轨道交通、风力发电等新兴领域逐渐成为功率半导体的重
要应用市场，功率模块封装所需要的陶瓷覆铜基板需求增长幅度十分明显。在这样的发
展背景下，陶瓷覆铜基板企业获得了全新的发展机会。然而，机遇常常与挑战并存，在
当下的市场竞争中，陶瓷覆铜基板市场竞争越来越激烈，产品技术同质化问题突出，随
着互联网、大数据的快速发展，传统市场营销方式的问题也越来越突出。因此，对于陶
瓷覆铜基板企业来说，需要制定出一套科学有效的市场营销策略，才能取得长久发展。
本文以南京中江新材料科技有限公司作为研究对象。首先对国内外研究现状、本论
文的研究内容、所采用的方法及技术路线进行阐述。其次，对中江公司的客户进行问卷
调查，调查目前中江公司在市场营销方面存在的问题。再次，运用波特五力分析法对中
江公司的行业环境进行分析；运用 SWOT模型对中江公司的自身优势与劣势、外部面
临的机会与威胁进行分析。最后，运用 STP理论，对中江公司进行市场细分、选择目标
市场以及市场定位等方面的分析，结合 4P理论，制定出中江公司的市场营销策略和保
障措施。
针对南京中江新材料科技有限公司当前市场营销过程中存在的问题，本研究从产
品、价格、渠道及促销四个方面提出了优化策略，以期改善中江公司当前的市场营销现
状，使其在激烈的市场竞争中获得优势。同时提出四个方面的保障措施，包括人力资源
保障、激励及考核机制保障、企业文化保障、技术保障。
关键词：陶瓷覆铜基板；营销环境；4P理论；STP分析；市场营销策略
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Abstract
Abstract
With the high quality development of China’s economy, the semiconductor industry will
get the opportunity of rapid development under the driving force of carbon peak and carbon
neutral target and the trend of globalization. In recent years, the power semiconductor device
market space has been growing steadily, with new energy vehicles, intelligent equipment
manufacturing, rail transit, wind power and other emerging areas becoming an important
application market for power semiconductor device, the demand for ceramic copper-clad
substrate for powermodule packaging has increased significantly.In this context of
development, ceramic copper-clad substrate enterprises have been a new opportunity for
development. However, opportunities and challenges often coexist. In the current market
competition, the market competition of ceramic copper-clad substrate is becoming more and
more intense. The problem of product technology homogenization is prominent. With the
rapid development of Internet and big data, the problem of traditional marketing method is
also more and more outstanding. Therefore, it is necessary to work out a set of scientific and
effective marketing strategy for the ceramic copper clad substrate enterprises in order to
achieve long-term development.
This thesis takes Nanjing Zhongjiang New Material Technology Co. , Ltd. as the
research object. First of all, the research status at home and abroad, the content of this thesis,
the methods used and technical routes are described. Secondly, the customer of Zhongjiang
Company to conduct a questionnaire survey to investigate the current marketing problems of
Zhongjiang Company. Thirdly, this thesis analyzes the industry environment of Zhongjiang
Company by using Porter’s five force analysis and analyzes the advantages and disadvantages,
opportunities and threats of Zhongjiang company by using SWOT model. Finally, using STP
theory, the author analyzes Zhongjiang Company’s market segmentation, target market and
market positioning, and combines 4P theory to work out its marketing strategy and safeguard
measures.
In view of the problems existing in the current marketing process of Nanjing Zhongjiang
New Material Technology Co. , Ltd. , this study puts forward optimization strategies from
four aspects: product, price, place and promotion, with a view to improving the current
marketing situation of Zhongjiang Company, so that it can gain an advantage in the fierce
market competition. At the same time, it puts forward four safeguard measures, including
human resources guarantee, the incentive and the examination mechanism guarantee, the
enterprise culture guarantee and the technical guarantee.
Key Words: ceramic copper clad substrate; marketing Environment; 4P theory; STP analysis;
marketing strategy
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目录
目录
第1章绪论...................1
1.1研究背景及意义.............1
1.1.1研究背景...............1
1.1.2研究意义...............2
1.2国内外研究现状.............2
1.2.1国外研究现状..............2
1.2.2国内研究现状..............4
1.2.3国内外研究现状评述........
1.3研究内容及方法..............
1.3.1研究内容..............
1.3.2研究方法..............
1.4技术路线............
4
4
4
4
4
第2章相关基础理论............... 11
2.1市场营销理论...............11
2.1.1市场营销基本概念...........11
2.1.24P理论................11
2.1.3STP理论..............
2.2相关分析工具概述..........
2.2.1SWOT分析法............
11
11
11
2.2.2波特五力模型............14
2.3本章小结................15
第3章南京中江新材料科技有限公司营销现状及问题分析.......16
3.1公司概况................16
3.1.1公司简介.............16
3.1.2组织架构.............16
3.1.3产品介绍.............17
3.1.4营销现状.............18
3.2问卷调查及分析..................21
3.2.1调查目的及方法...............21
3.2.2调查问卷设计方案...........21
3.2.3调查问卷的发放及回收情况.........21
21
3.2.4描述性统计分析.........
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