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本文遵循发现问题—分析问题—对策建议的思路进行研究，以 XHH 公司结晶设备
为研究对象，聚焦 XHH 公司结晶设备的营销策略问题。文章梳理了营销理论与分析工
具，尤其是关注与生产资料相关的营销理论，为探讨 XHH 公司的结晶设备营销策略研
究提供理论基础；对 XHH 公司结晶设备面临的内、外环境展开分析，重点阐述其市场
营销中存在的主要问题，包括目标市场不清晰，营销渠道管理混乱，促销手段不够丰富，
信息管理水平较低；利用 SWOT 分析 XHH 公司结晶设备存在的劣势以及面临的挑战，
并确定指导战略；根据环境分析内容和 SWOT 分析结论，提出 XHH 公司在结晶设备营
销目标，然后在营销目标基础上，展开市场细分和目标市场选择；从产品策略，定价策
略，渠道策略和促销策略等方面制定 XHH 公司结晶设备的营销策略，并提出确保这些
营销策略顺利实施的保障措施；
本文的研究成果，对于 XHH 公司结晶设备市场营销工作的全面开展，具有重要的
实践指导意义
本文的研究内容，丰富了关于机械制造行业，.尤其是结晶设备企业开展营销策略方
面的研究文献 我们聚焦 XHH 公司结晶设备市场营销策略状况，提出了系统化的营销策
略优化策略，这不仅能够促进 XHH 公司结晶设备市场营销策略的全面开展，而且能够
为中国的其他结晶设备公司，乃至机械制造行业的公司在制定营销策略的时候提供重要
的参考及实践指导，进一步提高我国整个机械制造行业的市场营销水平
关 键 词 ： 结晶设备；工业品营销；环境分析；营销策略
研究类型： 应用研究III
Subject ：Research on XHH equipment marketing strategy
Speciality：Master of Business Administration
Name ： Sun Youqiang(signature)
Instructor：Yang Rong (signature)
Abstract
Marketing is the survival of a business life, is the product and target customers to establish
links, through the upgrading of the existing marketing model, and deal with the relationship
between the elements of marketing elements will become a business in the future to play a
key factor in marketing power. In addition, the domestic production of industrial equipment
has become homogeneous, increasingly fierce competition in the market, enterprises are
facing the marketing problems are gradually exposed, relying solely on price advantage has
been difficult to establish the competitive advantage of the past, so how to market To find and
solve existing marketing problems, to re-find and establish the competitive advantage of
industrial equipment, and access to target market customers favor, is placed in all enterprises,
especially industrial products in front of business managers need to solve the problem.
Especially for XHH such a machinery manufacturing enterprises, whether to have a set of
their own marketing strategy for the future will be related to the company&39;s future survival
and development.
This paper follows the idea of finding problem-analysis problem and countermeasure
suggestion, taking XHH crystal crystallization equipment as the research object and focusing
on the marketing strategy of XHH crystal equipment. First, it analyzes the marketing theory
and analysis tools, and provides a theoretical basis for the research of XHH&39;s crystallization
equipment marketing strategy. Then, it analyzes the internal and external environment of the
crystallization equipment of XHH Company, and focuses on the main problems in its
marketing , Including the target market is not clear, the marketing channel management
confusion, the promotion means is not rich enough, the level of information management is
low; then, use SWOT analysis of XHH company crystallization equipment and the challenges
facing the challenges and determine the guiding strategy; Content and SWOT analysis
conclusion, the market segmentation and target market selection of the crystallization
equipment market of XHH company were put forward. Then, the marketing strategy of XHH
crystal equipment was set up from the aspects of product strategy, pricing strategy, channel
strategy and promotion strategy.IV
The research results of this paper are of great practical significance for the overall
development of XHH crystallization equipment marketing.
K e y W o r d s ： Crystallization equipment;Industrial products marketing;
Environmental analysis; Marketing straketing
Research Type：AppliedResearchV
目 录
摘要...II
Abstract III
第一章 绪论 ...... 1
1.1 研究背景及问题提出... 1
1.1.1 机械制造行业背景........ 1
1.1.2 XHH 公司简介及问题提出 ...... 2
1.2 研究意义........... 4
1.3 国内外研究现状.......... 4
1.3.1 国外研究现状... 4
1.3.2 国内研究现状... 6
1.4 研究内容与研究方法... 7
1.4.1 研究内容........... 7
1.4.2 研究方法........... 8
第二章 相关理论基础. 10
2.1 理论基础........ 10
2.1.1 STP 理论.......... 10
2.1.2 4P 营销理论 .... 10
2.1.3 4R 营销理论 .... 11
2.2 分析工具........ 12
2.2.1 PEST 分析法 ... 12
2.2.2 SWOT 分析法 . 12
2.2.3 麦肯锡矩阵分析法..... 13
第三章 XHH 公司结晶设备营销环境分析...
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