T 公司隶属于中国船舶重工集团公司，其主营业务为船用铜合金螺旋桨加工、制造， 是国有重工有色金属铸造企业。T 公司作为最早进入国内螺旋桨市场的企业之一，依靠 自身资源优势又恰逢行业快速发展时期，实现企业跨越式发展，成为目前国内最大的专 业化船用螺旋桨生产企业。 自 2007 年美国次贷危机引发的金融风暴席卷全球以来，造船行业受到了前所未有 的致命打击。随着市场环境的持续恶化、行业竞争的不断加剧，T 公司营销存在的问题 进一步凸显，T 公司在高附加值的垄断市场中产品力不足的问题日益突出，随之国家政 策的调整，赖以生存的垄断态势也正在被逐步打破，这将直接动摇公司生存发展的根基； 大型、超大型船用螺旋桨市场缺乏核心竞争力，在同质化严重的市场竞争中，价格战成 为唯一的竞争手段，赢利空间被逐步挤压；新兴市场拓展力不足，后续发展乏力。 针对 T 公司营销工作中存在的主要问题，笔者通过对 T 公司外部营销环境、内部营 销环境的分析，找出问题产生的根本原因。以问题为导向结合 T 公司自身的资源与能力， 通过对国内螺旋桨市场的细分、选择目标市场和市场定位，最终确定 T 公司下一步营销 工作方向。本文运用营销 4P 理论对 T 公司选定的三个目标市场，高附加值螺旋桨市场、 大型超大型螺旋桨市场和国际调距桨部件市场，分别从产品、价格、渠道、促销、服务 和客户关系管理几个方面对 T 公司营销策略进行研究，结合自身工作经验提出切实可行 的营销策略及其实施保障措施。 关键词，螺旋桨；市场细分；营销 4P- II - Research on Marketing Strategy of the T Company Abstract As a state-owned non-ferrous metal casting enterprise,T Company is affiliated to China Shipbuilding Industry Corporation. Its main business is the processing and manufacturing of marine copper alloy propellers. As one of the earliest companies to enter the domestic propeller market. Relying on its own resource advantages as well as coinciding with the rapid development of the industry, T Company has achieved its leap-forward development and has become the largest professional marine propeller manufacturer in China. Since the financial turmoil triggered by the US subprime mortgage crisis swept the world in 2007, the shipbuilding industry has suffered an unprecedented fatal blow. With the continuous deterioration of the market environment and the intensification of competition in the industry, the problems emerged in the marketing and insufficient product strength in the high value-added monopoly market have become more prominent. Followed with the adjustment of national policies, the monopoly situation is now being gradually broken, which will directly shake the foundation of the company's survival and development. Moreover, facing the severe competition of the homogenized market, large-scale and super-large-scale marine propeller lack core competitiveness, thus price war has become the only means of competition, profit space has been gradually squeezed. The expansion of emerging markets was insufficient, which leads to a weakness in subsequent development. In view of the main problems in the marketing work of T Company, the author analyzes both the external and internal marketing environment of T Company in order to find out the primary causes of the problem. Based on T's own resources, capabilities and its own problems, this research tries to find out the final marketing direction of T Company through ways of segmenting domestic propeller market, selecting target markets and market positioning. This paper uses the marketing 4P theory to select three target markets for T company: high value-added propeller market, large super large propeller market and international pitch paddle parts market, studying from the product, price, channel, promotion, service and CRM to T company Marketing Strategy respectively, combining with their own work experience to propose practical marketing strategies and safeguard measures. Key Words: Propeller; Market Segmentation; Marketing 4P- III - 目 录 摘要.............................................................................................................................I Abstract............................................................................................................................. II 1 绪论..............................................................................................................................1 1.1 研究背景介绍 ...................................................................................................1 1.1.1 T 公司简介 ............................................................................................1 1.1.2 营销工作存在的问题 ............................................................................3 1.2 研究目的与研究意义.......................................................................................4 1.3 研究方法与技术路线.......................................................................................5 2 文献综述......................................................................................................................6 2.1 营销 4P 理论.....................................................................................................6 2.2 差异化营销策略...............................................................................................7 2.3 国内外相关研究...............................................................................................8 3 营销环境分析............................................................................................................10 3.1 外部环境分析.................................................................................................10 3.1.1 宏观环境分析......................................................................................10 3.1.2 行业环境分析......................................................................................12 3.1.3 竞争分析..............................................................................................17 3.1.4 市场与顾客分析..................................................................................20 3.2 内部环境分析.................................................................................................21 3.2.1 资源分析..............................................................................................21 3.2.2 能力分析..............................................................................................22 4 目标市场决策及市场定位........................................................................................23 4.1 市场细分.........................................................................................................23 4.2 目标市场选择.................................................................................................24 4.3 市场定位.........................................................................................................26 5 T 公司营销策略的制定.............................................................................................28 5.1 产品策略.........................................................................................................28 5.1.1 明确产品定位......................................................................................28 5.1.2 提升产品质量......................................................................................28 5.1.3 重视新工艺、新技术的开发..............................................................29 5.2 价格策略.........................................................................................................30- IV - 5.2.1 定价策略..............................................................................................30 5.2.2 调价策略..............................................................................................31 5.3 渠道策略.........................................................................................................32 5.4 促销策略.........................................................................................................33 5.5 服务策略.........................................................................................................34 5.6 客户关系管理.................................................................................................35 6 措施与保障................................................................................................................37 结 论..........................................................................................................................39