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本文以市场营销理论为基础，结合 SLXD 公司的实际情况，首先运用 PEST 法分
析了 SLXD 公司所处的宏观环境，运用波特五力模型分析了公司的玻璃钢产品的五种
竞争力量，然后从组织结构、企业文化和公司的核心竞争力对公司的内部环境分析；
运用 SWOT 分析法分析了公司玻璃钢产品内部优势和劣势，外部的机会和威胁，运
用多指标分析法对公司的营销环境评价，得到公司当前营销战略存在的问题主要是战
略定位不清、产品同质化严重、营销渠道落后；根据分析结果提出 SLXD 公司玻璃钢
产品营销战略优化措施有：重新进行市场细分和市场定位。营销战略实施对策有优化
产品生产线，结合客户需求制定价格，优化销售渠道，促销策略的优化。
本文所取得的创新性成果如下：对 SLXD 公司的营销战略影响因素和战略现状进
行实地调研和分析评价，得到了公司 4Ps 战略实施现状，结合市场营销学的有关理论，
对公司的营销环境评价，提出了 SLXD 公司玻璃钢产品营销战略的优化方案，对公司
营销战略的调整提供参考意见。SLXD 公司营销战略受到多方面因素的影响，本文的
分析存在一定主观因素，在未来需要更加精确的定量分析进行营销战略的深入研究，
另外公司营销案战略的制定需要根据市场环境的变化不断调整，来满足客户需求。
关键词：SLXD 公司；营销战略；STP；4Ps山东理工大学硕士学位论文 ABSTRACT
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ABSTRACT
FRP is a new material, in the domestic development of the time is not long. However,
since China&39;s accession to the WTO, with the glass fiber reinforced plastic products have
been recognized by the majority of users, the glass steel industry to achieve rapid
development, SLXD company is in the context of the development of the. SLXD company
in 2004 by the state-owned enterprises, since its inception to achieve rapid development.
However, in the rapid development at the same time, the existing problems have gradually
emerged, the original marketing strategy has been unable to meet the sales demand,
companies have to improve glass steel products marketing strategy to improve sales
performance.
Based on the theory of marketing, combined with the actual situation of SLXD
company, this paper first analyzes the macro environment of SLXD company by using
PEST method, Using Potter&39;s five forces model to analyze the five competitive forces of
glass steel products company, and then analyzes the internal environment of the company
from the core competitiveness of the organization structure, enterprise culture and
company; Using the SWOT method to analysis the glass steel products internal strengths
and weaknesses, external opportunities and threats, by using multi index analysis and
evaluation of the company&39;s marketing environment, the company current marketing
strategy is the main problem in customer relationship management of strategic positioning
is not clear, the homogeneity of products, marketing channels, marketing team building
problems behind and the lack of professional; According to the analysis results of SLXD
made of glass steel products marketing strategy optimization measures are: to carry out
market segmentation and market positioning, optimize production line, combined with
customer demand pricing, optimize sales channels, optimize promotion strategy and
strengthen customer relationship management.
Innovations of this paper are as follows: the investigation and analysis and evaluation
on the marketing strategy of SLXD company&39;s influence factors and strategic status, the
status of the implementation of 4Ps strategy, combining with the theory of marketing,
evaluation of the company&39;s marketing environment, The optimization scheme of the
marketing strategy of SLXD glass fiber reinforced plastic products is put forward, which
provides a reference for the adjustment of the company&39;s marketing strategy. Many factors
influenced the marketing strategy of SLXD company, there are some subjective factors in山东理工大学硕士学位论文 ABSTRACT
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the analysis, in-depth study of the marketing strategy of the more precise quantitative
analysis in the future need to develop another company, marketing strategy according to
the change of the market environment continues to adjust, to meet customer demand.
Key words: SLXD company; marketing strategy; STP; 4Ps山东理工大学硕士学位论文 目录
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目录
摘要 I
ABSTRACT......II
目录..........IV
第一章 绪 论........1
1.1 研究背景与意义..........1
1.1.1 研究背景.1
1.1.2 研究意义.1
1.2 国内外研究综述..........2
1.2.1 国外营销战略研究综述.2
1.2.2 国内营销战略研究综述.3
1.2.3 研究评述.5
1.3 研究内容与研究方法..5
1.3.1 研究内容.5
1.3.2 研究方法.7
第二章 营销战略相关理论....8
2.1 市场营销战略..8
2.2 营销战略理论..9
2.2.1STP 营销战略理论..........9
2.2.24Ps 营销策略理论.........10
2.3 营销战略分析工具....11
2.3.1 宏观环境分析方法.......11
2.3.2 竞争环境分析理论.......12
2.3.3SWOT 分析理论........... 13
第三章 SLXD 公司营销环境分析.. 14
3.1 SLXD 公司简介.......
