SR 仪器公司 M 产品营销策略研究 SR 仪器公司作为国内首家上市的分析仪器公司，起到了一个很好的领头羊的作用。 但公司营销方面并未好好利用业内“第一上市”企业的契机去做好相关产品的营销活 动。随着 M 产品技术更替，众多中小企业竞品纷纷跟随，SR 公司作为国内 M 产品研发 生产的领导地位越来越不明显，就其在全球市场的 M 产品销售日渐下滑，同时产品价 格的市场价格也日渐下滑，论文就将依靠中国市场的主场优势，为 M 的国产产品摸索 出一套更适合 SR 公司的可操作性更强的市场营销策略。通过论文对合理设计、恰当实 施，来提高 M 产品的市场销售份额，从而提高企业营收。 论文运用市场营销学的相关理论，综合了 PEST、SWOT、STP 以及 4P 理论等分析方 法来全方面、多角度的进行分析研究，通过对 SR 公司的产品营销现状的分析，通过 SWOT 分析矩阵，明确目标市场和市场定位，制定相关营销策略，最后提出实施营销策略的 保障措施。 关键词： SR 仪器公司，M 产品，目标市场，市场定位，营销策略III Abstract Research on Marketing Strategy of M Product of SR Instrument Company As the first listed analytical instrument company in China, SR company plays a leading role. However, the company did not make good use of the first listed enterprises in the industry to do a good job in marketing related products. With change of M products and technology, many small and medium-sized enterprises competing goods followed, SR company as a leading domestic M product research and development production more and more is not obvious, with respect to its M product sales declining in the global market, the market price of the product price is declining at the same time, in this paper, the home court advantage will rely on the Chinese market, for the M's domestic products for a more suitable for the SR company's maneuverability stronger marketing strategy. Through the reasonable design and proper implementation of this paper, the market share of M products will be increased, so as to increase enterprise revenue. This article applies the relevant theories of marketing, integrated PEST and SWOT, STP and 4P theory analysis methods to all aspects, such as, multi-angle analysis, by analyzing the current situation of the SR products marketing, through the SWOT analysis matrix, clear target market and market positioning, formulate relevant marketing strategy, the implementation of marketing strategy of security measures are put forward. Keywords: SR Instrument Company, M products. Target market, Market positioning, Marketing strategyV 目 录 第 1 章 绪论.......................................................................................................1 1.1 论文研究的背景、目的和意义.............................................................1 1.1.1 论文研究的背景..............................................................................1 1.1.2 论文研究目的和意义..................................................................... 2 1.2 论文研究思路、主要内容与方法.........................................................3 1.2.1 论文研究的思路..............................................................................3 1.2.2 论文研究的主要内容..................................................................... 3 1.2.3 论文研究的方法..............................................................................3 第 2 章 市场营销相关理论.............................................................................. 5 2.1 相关理论基础综述.................................................................................5 2.1.1 市场营销理论..................................................................................5 2.1.2 PEST 分析方法.................................................................................7 2.1.3 STP 理论.........................................................................................10 2.1.4 SWOT 分析.......................................................................................11 2.1.5 营销组合 4P 理论..........................................................................13 第 3 章 SR 仪器公司 M 产品的市场营销现状分析.......................................15 3.1 SR 仪器公司及 M 产品营销现状分析..................................................15 3.1.1 SR 仪器公司的概况.......................................................................15 3.1.2 SR 仪器公司 M 产品的特点及营销的特殊性介绍......................17 3.1.3 M 产品市场营销现状研究............................................................ 19 3.1.4 M 产品的销售方式分析................................................................ 22 3.1.5 M 产品的细分市场层出不穷........................................................22 3.1.6 SR 仪器公司 M 产品所面临的市场营销困境综述......................23VI 3.2 SR 仪器公司 M 产品的市场营销环境之宏、微观分析.....................25 3.2.1 政治、法律及政策环境分析.......................................................26 3.2.2 经济环境分析................................................................................26 3.2.3 社会文化环境分析........................................................................28 3.2.4 技术环境分析................................................................................29 3.2.5 其他竞品营销现状概述............................................................... 30 3.3 SR 仪器公司 M 产品营销的 SWOT 分析................................................31 3.3.1 内部优势分析................................................................................31 3.3.2 内部劣势分析................................................................................32 3.3.3 外部机会分析................................................................................33 3.3.4 外部威胁分析................................................................................34 第 4 章 SR 仪器公司 M 产品的市场定位与营销策略的设计.......................36 4.1 目标市场细分与定位(STP).................................................................36 4.1.1 按用户类型细分............................................................................36 4.1.2 按用户行业细分............................................................................38 4.1.3 目标市场定位................................................................................39 4.1.4 细分市场渗透................................................................................40 4.2 产品策略...............................................................................................41 4.2.1 产品差异化策略............................................................................41 4.2.2 供应商策略....................................................................................42 4.2.3 “互联网+”提高产品附加值.....................................................43 4.3 价格策略...............................................................................................43 4.3.1 产品定价策略................................................................................43 4.3.2 代理渠道价格策略........................................................................44 4.3.3 增加赠送价值................................................................................45VII 4.4 渠道策略...............................................................................................45 4.4.1 加强直销控制................................................................................46 4.4.2 增加网络销售渠道........................................................................46 4.4.3 交叉协同销售策略........................................................................46 4.5 促销策略...............................................................................................47 4.5.1 政策推动式促销策略................................................................... 47 4.5.2 以租代买及以租转卖策略........................................................... 47 4.5.3 专业研讨会策略............................................................................48 第 5 章 SR 仪器公司 M 产品的市场营销策略的实施与保障.......................49 5.1 提高 SR 仪器公司 M 产品的营销组织的执行力................................ 49 5.2 改善 SR 仪器公司 M 产品销售人员的激励制度................................ 50 5.3 SR 仪器公司 M 产品经销商的管理与激励..........................................51 5.4 完善 SR 仪器公司 M 产品的策略.........................................................52 5.5 SR 仪器公司 M 产品的市场营销与其他相关保障机制.....................53 5.5.1 SR 仪器公司 M 产品销售人员的招聘保障机制..........................53 5.5.2 SR 仪器公司 M 产品销售人员的培训保障机制..........................54 5.5.3 SR 仪器公司 M 产品营销组织的保障机制..................................55 5.6 SR 仪器公司 M 产品供应保障机制......................................................56 5.7 SR 仪器公司 M 产品服务保障机制......................................................56 第 6 章 结论与展望.........................................................................................58 6.1 结论....................................................................................................... 58 6.2 论文研究的不足与展望.......................................................................59