I 摘要 随着激光技术的发展，激光加工应用日渐成熟，激光设备市场竞争越来越激 烈，尤其在小功率激光市场，国内出现了大批中小型的小功率激光设备制造商， 在小功率激光市场打价格战。H 公司作为激光设备行业的龙头企业，其小功率激 光设备在市场竞争中同样也面临着一些挑战。为提升该公司小功率激光设备的市 场销售状况，本论文对其营销策略进行研究，以其为该公司及相类似企业提供有 意义的理论指导。 本文首先对市场营销 STP 理论和 4Ps 理论进行了梳理，并在理论基础上， 利用波特五力模型、PEST 分析法和 SWOT 矩阵分析了 H 公司小功率激光设备 产品市场的竞争力、内外部环境和优劣势。以往，H 公司过度依赖 A 客户，而 近年来由于种种原因，A 客户对 H 公司该设备的采购量大量收缩，导致 H 公司 该设备营收大幅度下滑。H 公司虽产品多样化，但产品差异化不明显，价格偏高， 与小功率激光设备市场中小客户的需求不能完美匹配，因而缺乏市场竞争力；H 公司小功率激光设备销售渠道单一，市场上分布密度低，市场份额不高。在理论 分析、现状分析、问题分析的基础上，本文对小功率激光设备产品目标市场进行 层次细分：按区域分为国内市场和国际市场；按客户订单量分为大客户和小客户； 再将其他小功率客户群体细分出行业客户，然后圈定目标市场，并根据客户需求 特点把市场分为高中低端三种，提出新的市场组合建议：中高端市场，主要为客 户提供定制化的产品和服务，并保持原有价格策略；低端市场，主要为客户提供 以自产激光器为主的标准设备，适当降低成本；建立间接和线上渠道来增加分布 密度，争夺小功率中小客户市场；借助社交媒体、客户案例分享和客户品牌影响 力来扩大自身品牌影响力。论文最后提出相应的保障措施，H 公司应积极转换销 售理念，由销售驱动型转向创新驱动型；通过持续的客户参与提升客户体验，从 而增强客户粘性；对组织结构进行优化并积极推进营销队伍的建设。 通过本论文的研究，我们很好地发现 H 公司小功率激光设备销售中存在的 问题，并为其制定了切实可行的营销策略与实施保障措施，对公司的发展具有现 实与理论指导意义。同时，对于其他相似的企业而言，也提供了一定的借鉴意义。 关键词：激光设备，营销策略，市场竞争，创新Abstract III Abstract With the development of laser technology, laser processing application is becoming more mature, and competition in the laser equipment market is becoming more fierce especially in the low power laser market. A large number of small and medium-sized low power laser equipment manufacturers appear in China, playing a price war in the low power laser market. As a leading enterprise in the laser equipment industry, H company also faces some challenges in this market competition for its low power laser equipment. In order to improve the market sales situation of the company’s low power laser equipment, this thesis studies its marketing strategy to provide a meaningful theoretical guidance for H company and other similar enterprises. In this thesis, the STP theory and 4Ps theory of marketing are firstly analyzed. Based on those theories, the competitiveness, internal and external environment, advantages and disadvantages of H company's low power laser equipment market are analyzed by using Porter's Five Forces model, PEST analysis method and SWOT matrix. In the past, H company relied too much on A customer, but in recent years, for various reasons, A customer's purchase of H company's equipment was greatly reduced, resulting in a sharp decline in H company's revenue of the equipment. Although H company's products are diversified, it lacks market competitiveness due to the lack of product differentiation, high price, and failure to perfectly match the needs of small and medium-sized customers in low power laser equipment market. H company's low power laser equipment has a single sales channel, low distribution density and therefore low market share. Based on the theoretical analysis, current situation analysis and problem analysis, the target market of low power laser equipment is segmented at different levels including domestic market and international market by region, key accounts and small customers by order size and industry customers. Then the target market is defined. According to the characteristics of customer demand, the market was divided into吉林大学硕士学位论文 IV high, medium and low end. The new marketing mix suggestions are given: (1) Provide customized products and services to middle and high-end market customers with the original price strategy, and launching standard equipment with home-made laser source with a cost reduction in the low-end market; (2) Establish indirect and online channels to increase distribution density to compete for the small and medium customer market; (3) Use social media, customer case sharing and customer brand influence to expand their brand influence. At the end of the thesis, the corresponding safeguard measures are proposed. H company should actively change its sales concept from sales-driven to innovation-driven, enhance customer experience through continuous customer engagement to enhance customer loyalty, optimize the organizational structure and actively promote the construction of marketing team. Through the study of this thesis, we have found the problems in the sales of H company's low power laser equipment, and formulated feasible marketing strategies and implementation measures for it, which has a practical and theoretical significance for the development of the company. At the same time, the other similar enterprises can also learn from it. Keywords: Laser equipment, Marketing strategy, Market competition, Innovation目 录 V 目 录 摘要.............................................................................................................................I Abstract........................................................................................................................III 目 录...........................................................................................................................V 第 1 章 绪论................................................................................................................1 1.1 研究背景.........................................................................................................1 1.2 研究意义.........................................................................................................1 1.3 研究方法和内容.............................................................................................2 1.3.1 研究方法..............................................................................................2 1.3.2 研究内容..............................................................................................2 第 2 章 相关理论与方法概述....................................................................................5 2.1 市场营销 STP 理论........................................................................................5 2.1.1 STP 理论的发展...................................................................................5 2.1.2 STP 理论的内容...................................................................................5 2.2 市场营销 4Ps 理论.........................................................................................6 2.3 相关分析工具.................................................................................................7 2.3.1 波特五力模型......................................................................................7 2.3.2 PEST 分析法.......................................................................................10 2.3.3 SWOT 分析法.....................................................................................11 第 3 章 H 公司营销现状及问题分析......................................................................13 3.1 H 公司概况....................................................................................................13 3.1.1 H 公司简介.........................................................................................13 3.1.2 H 公司集团的产品介绍.....................................................................15 3.2 H 公司营销现状............................................................................................16 3.2.1 H 公司集团营收状况.........................................................................16 3.2.2 H 公司的组织架构.............................................................................17 3.2.3 H 公司小功率激光设备市场营销组合.............................................19 3.3 H 公司小功率激光设备营销存在的问题....................................................21吉林大学硕士学位论文 VI 3.3.1 产品差异化不明显............................................................................21 3.3.2 产品价格缺乏竞争力........................................................................22 3.3.3 销售渠道单一....................................................................................23 3.3.4 市场推广手段单一............................................................................25 第 4 章 内外部环境及优劣势分析..........................................................................27 4.1 外部环境分析...............................................................................................27 4.1.1 宏观环境分析....................................................................................27 4.1.2 竞争环境分析....................................................................................28 4.1.3 市场需求分析....................................................................................33 4.2 内部环境分析...............................................................................................36 4.2.1 主要资源分析....................................................................................36 4.2.2 核心能力分析....................................................................................38 4.3 SWOT 分析....................................................................................................39 4.3.1 优势....................................................................................................39 4.3.2 劣势....................................................................................................39 4.3.3 机会....................................................................................................40 4.3.4 威胁....................................................................................................41 4.3.5 SWOT 分析表.....................................................................................41 第 5 章 H 公司小功率激光设备营销策略制定......................................................43 5.1 市场细分.......................................................................................................43 5.2 目标市场选择...............................................................................................44 5.3 定位...............................................................................................................45 5.4 市场营销策略...............................................................................................46 5.4.1 产品策略............................................................................................46 5.4.2 价格策略............................................................................................47 5.4.3 渠道策略............................................................................................48 5.4.4 促销策略建议....................................................................................49 第 6 章 营销策略实施与保障..................................................................................51 6.1 企业从销售驱动型转向创新驱动型...........................................................51目 录 VII 6.2 客户分类制度的持续优化...........................................................................51 6.3 改变营销理念，增强客户粘性...................................................................52 6.4 公司组织结构的优化...................................................................................53 6.5 营销队伍建设...............................................................................................54 6.5.1 引进人才和提升素质........................................................................54 6.5.2 人力资源考评激励机制....................................................................54 第 7 章 总结与展望..................................................................................................57 7.1 全文总结.......................................................................................................57 7.2 展望...............................................................................................................59