I 摘要 SH 电子有限公司，是一件电声产品的制造厂商，从建厂直至现在经历了多年的 发展，产品销至欧美洲、亚洲多个国家，但是国内市场所占份额并不多，面对多种同 行厂商，例如星电、美律以及歌尔声学等公司的竞争，SH 电子有限公司应运用合理 的手段，提升市场份额。 本次研究基于 SH 公司展开实证研究，就该公司现行营销策略予以分析，深究其 不足之处，同时采用 PEST 分析法和 SWOT 模型法，对 SH 公司的内部环境以及外部 环境进行了全面细致的分析，明确了其优、劣势与面临的机会和威胁，制作了 SWOT 分析矩阵，首先通过对市场进行细分，进而对目标市场的选择和定位做出阐述，并从 产品、价格、渠道、促销四个角度制定了全面性的营销策略。本次研究旨在通过企业 营销策略分析改进为企业建立一个具备完整性、全面性、系统性的竞争战略，进而帮 助企业强化已有优势、弥补竞争短板，形成以市场需求为基础的经营优势；所设计的 策略方案实施后对于企业知名度及品牌影响力的提升有积极影响。 本次研究不仅为 SH 公司开展市场营销相关工作提供理论研究、实践指导，对于 该行业其它企业改进营销策略提供了参考依据。 关键词：电子产品；营销策略；SWOT 理论Abstract IV Abstract SH Electronics Co., Ltd. is a manufacturer of electroacoustic products. From the establishment of the factory until now, it has been developed for many years. The products are sold to Europe, America and many Asian countries, but the domestic market does not have a large share. SH Electronics Co., Ltd. should use reasonable means to increase market share by competing companies such as Star Power, Meilu and GoerAcoustics. Based on the empirical research of SH Company, this research analyzes the company's current marketing strategy and deepens its shortcomings. At the same time, it adopts PEST analysis method and SWOT model method to conduct a comprehensive and detailed analysis of SH's internal environment and external environment. To clarify its advantages and disadvantages and the opportunities and threats faced, the SWOT analysis matrix was produced. Firstly, the market was subdivided to explain the selection and positioning of the target market, and from products, prices, channels and promotions. A comprehensive marketing strategy has been developed. This research aims to establish a complete, comprehensive and systematic competitive strategy for enterprises through analysis and improvement of corporate marketing strategies, thereby helping enterprises to strengthen their existing advantages, make up for shortcomings in competition, and form a business advantage based on market demand. After the implementation of the designed strategic plan, it will have a positive impact on the company's visibility and brand influence. This research not only provides theoretical research and practical guidance for SH company to carry out marketing-related work, but also provides a reference for other companies in the industry to improve marketing strategies. 【Key Words】Electronic products; marketing strategy; SWOT theory 【Research Type】插图索引 III 插图索引 图 1 研究框架 ...................................................................................................................... 7 图 2 PEST 分析法................................................................................................................12 图 3 SWOT 分析法..............................................................................................................13 图 4 2015 年-2018 年销售额发展趋势图...........................................................................17 图 5 销售增长趋势图 ........................................................................................................ 17 图 6 各事业部产品销售量 .................................................................................................18表格索引 IV 表格索引 表 1 SH 电子有限公司进分析矩阵表................................................................................. 27 表 2 SH 公司的 QSPM 矩阵................................................................................................ 30 表 3 调查问卷汇总表........................................................................................................... 32VI 目 录 摘要........................................................................................................................................ I ABSTRACT ...........................................................................................................................III 插图索引................................................................................................................................. IV 表格索引...................................................................................................................................V 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..........................................................................................................3 1.3 研究方法与内容..............................................................................................................5 1.3.1 研究方法..................................................................................................................5 1.3.2 主要研究内容..........................................................................................................5 第 2 章 相关理论基础............................................................................................................8 2.1 营销组合理论..................................................................................................................8 2.2STP 营销理论..................................................................................................................9 2.3 关系营销理论................................................................................................................10 2.4PEST 分析法..................................................................................................................11 2.5SWOT 分析法................................................................................................................13 2.6 波特五力竞争模型........................................................................................................14 第 3 章 SH 公司市场营销现状分析....................................................................................16 3.1SH 公司概述..................................................................................................................16 3.1.1 SH 公司简介...........................................................................................................16 3.1.2 SH 公司市场营销现状...........................................................................................16 3.2SH 公司营销管理存在的问题......................................................................................19 3.2.1 产品定位问题........................................................................................................19 3.2.2 忽视部门分工和市场部构建................................................................................20 3.2.3 品牌管理和传播经验不足....................................................................................20 3.2.4 企业员工缺乏共同的价值观................................................................................20 3.3SH 公司营销管理存在问题的成因分析......................................................................21 3.3.1 产品结构单一........................................................................................................21 3.3.2 现有营销资源分配不均衡....................................................................................21 3.3.3 品牌影响力弱........................................................................................................21 3.3.4 企业对营销资源没能充分应用............................................................................21IV 第 4 章 SH 公司市场营销环境分析......................................................................................23 4.1SH 公司外部环境分析..................................................................................................23 4.1.1 政策法规................................................................................................................23 4.1.2 经济环境................................................................................................................23 4.1.3 文化环境................................................................................................................24 4.1.4 技术环境................................................................................................................24 4.2SH 公司竞争环境分析..................................................................................................25 4.2.1 行业内的竞争.........................................................................................................25 4.2.2 潜在竞争者的威胁.................................................................................................27 4.2.3 替代品的威胁.........................................................................................................27 4.2.4 供应商的讨价还价能力.........................................................................................27 4.2.5 买方的讨价还价能力.............................................................................................28 4.3SH 公司内部环境分析..................................................................................................28 4.3.1 优势和劣势分析....................................................................................................28 4.3.3 威胁和机遇分析....................................................................................................29 4.3.3 SH 公司 SWOT 分析矩阵......................................................................................29 4.4 基于 QSPM 矩阵的优化战略备选方案评价...............................................................31 4.4.1 QSPM 矩阵构建原理.............................................................................................31 4.4.2 基于 QSPM 矩阵的备选方案评价.......................................................................32 第 5 章 SH 公司的 STP 分析和战略选择............................................................................33 5.1H 公司的 STP 分析........................................................................................................33 5.1.1 市场细分的选择....................................................................................................33 5.1.2 目标市场................................................................................................................34 5.1.3 市场定位................................................................................................................35 5.2SH 公司营销战略选择..................................................................................................35 5.2.1 SH 公司营销战略实施模式的选择.......................................................................35 5.2.2 SH 公司营销战略实施的内容...............................................................................37 第 6 章 SH 公司营销策略设计..............................................................................................44 6.1 营销策略的设计思路....................................................................................................44 6.2 产品营销策略................................................................................................................44 6.3 价格营销策略................................................................................................................45 6.4 渠道营销策略................................................................................................................46 6.5 促销营销策略................................................................................................................47 第 7 章 结论和展望................................................................................................................49 7.1 主要研究结论................................................................................................................49 7.2 研究不足及展望............................................................................................................49