A Thesis Submitted in Partial Fulfillment of the Requirements
for the Degree of Master of Business Administration
Research on the Marketing Strategy for the Light
Foam Pallet of Shenzhen DD Company
Candidate : Yang Yong
Major : Business Administration
Supervisor : Prof. Chang Yaping
Huazhong University of Science & Technology
Wuhan 430074, P. R. China
November, 2016
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本论文属于
I
华 中 科 技 大 学 硕 士 学 位 论 文
摘要
深圳DD公司生产及销售航空货运轻质泡沫托盘，A公司拥有该托盘的实用新
型专利。随着航空物流业的快速发展，航空托盘也迎来发展良机，但是市场竞争也
越来越激烈，以及严重影响到DD公司的发展，亟待制定出一个全新的营销战略
本文通过使用比较归纳法、文献查阅法以及实地调查研究法，通过大量调查及
文献查阅，收集航空托盘行业相关信息，在获取大量数据及信息的前提下，进行全
面系统地分析。具体包括使用PEST分析法，了解到中国国内政治形势稳定，市场需
求仍有上升空间，快捷物流是未来发展趋势，以及新材料新技术的应用及托盘标准
化的推广也为航空托盘发展迎来良机。接着对行业环境以及竞争环境展开分析，了
解航空托盘市场规模目前还很小，有较大发展空间，竞争对手各有优劣势。再然后
对DD公司的资源及能力分别展开分析，主要表现在DD公司目前规模偏小、销售
能力低、产品有较强的市场竞争优势，财务能力强。然后采用SWOT分析法分析出
DD公司的优势、劣势、机会以及威胁，并提出对应的策略。考虑到DD公司航空泡
沫托盘的特殊性，采取产品差异化竞争策略。最后制定出DD公司的发展战略目标，
连续5年每年保持40%的销售额增长率，同时净利润不低于2%，并成为航空托盘行
业领导者的长期发展战略目标。为确保目标的达成，分别从市场营销团队的建设、
市场营销体系的构建、建立更具竞争力的薪酬管理体系、与代理商构建战略合作伙
伴关系以及弱化A公司影响力等五个方面确保战略的实施
关键词：营销战略航空托盘差异化
II
华 中 科 技 大 学 硕 士 学 位 论 文
Abstract
Shenzhen DD company focus on the production and sales of air cargo of lightweight
foam pallet, A company has the utility model patents of the pallet,. With the rapid
development of aviation logistics industry, the foam pallet also get a good development
opportunities, combined with the fierce market competition, and seriously influenced the
development of DD company, urgently need to work out a new marketing strategy.
Through using the method of comparative induction, literature review and field
survey method, with a large number of investigation and literature reviewing, gather
relevant information, finally to conduct a comprehensive systematic analysis for the foam
pallet. Including via PEST analysis, well understand that China's domestic political
stability, market demand is rising, express logistics is the development trend, pallet
standardization, the application of new materials and new technology on pallet industry,
all of this indicate this is a good development opportunity for the foam pallet. Then with
the analysis from the pallet marketing and competitors, get to know the foam pallet for air
freight market scale is still small, but with good future. In the same time the competitors
have their own advantages and disadvantages. And then carry out resources and ability
analysis respectively for DD company, mainly manifested that DD company currently
small scale, low sales ability, the foam pallets have strong market competitive advantage,
financial ability is strong. And then using the SWOT analysis work out DD company
strengths, weaknesses, opportunities and threats, and puts forward the corresponding
strategy. Considering the particularity of DD company air freight foam pallet,adopt
product differentiation competitive strategy. Finally worked out DD company marketing
strategic target, maintain 40% per year sales growth rate for five consecutive years, net
profit of no less than 2% , become the air freight foam pallet leader as a long-term
development of the strategic objectives. To ensure the achievement of goals, respectively
from the marketing team construction, the construction of marketing system, establish a
more competitive salary management system, build a strategic partnership with our agent,
and weaken the influence of A company to ensure the implementation.
Key word: Foam PalletDifferentiationMarketing Strategy。