近年来，随着电力需求逐年增加，以及电力自动化技术的普及，对于电力设备数量需求量 也逐年增加，同时对于电力设备生产制造的质量和技术要求也不断的提升。电力工程事业的这 些年的发展变化，也为电力设备市场经营现状以及电力设备制造企业的电力设备生产运营发展 带来了一定的机遇与挑战。SK 公司就是一家优秀的电力设备制造民营企业，在经过最初的快速 发展之后，公司目前在市场营销上遇到了很多问题，如何选择正确的营销策略改善企业市场营 销状况，是影响企业能否持续发展的重要问题。 在进行分析之前本文首先系统阐述了营销策略的相关理论知识：营销环境分析，4Ps 营销 的理论、SWOT 分析法等，并以此为基础展开了本文的研究。首先通过相关文件的参考，研究 了 SK 公司的外部环境、行业环境，然后通过企业的一些内部材料和数据对企业内部环境进行 研究分析，然后利用 SWOT 分析法总结出了企业外部环境、行业环境下的机会与挑战以及企业 内部环境下的优势与劣势，通过 SWOT 矩阵分析出适合企业发展的策略方针。为改进企业内部 环境的劣势，迎合外部环境的机会，提出了营销管理与激励、产品研发和销售、价格体系、渠 道管理、技术服务方面一套完整的行之有效的营销策略。最后为了使这套方案发挥更大的作用， 同时提出了一些针对性的实施建议。最终帮助 SK 公司改变目前市场营销上的诸多不利局面， 提高市场竞争力，良好的发展，同时对同行业同类型企业的市场营销工作带来一些参考、借鉴 的作用。 关键词：SK 公司；市场营销；市场环境；营销策略SK 公司营销策略问题及对策研究 ii ABSTRACT In recent years, with the increasing demand for power and the popularization of power automation technology, the demand for the quantity of power equipment is also increasing year by year. At the same time, the quality and technical requirements for the production and manufacture of power equipment are constantly improving. The development and changes of power engineering in recent years have also brought certain opportunities and challenges to the current situation of power equipment market operation and the development of power equipment production and operation of power equipment manufacturing enterprises. SK company is an excellent private enterprise of power equipment manufacturing. After the initial rapid development, the company has encountered many problems in marketing. How to choose the right marketing strategy to improve the marketing situation of the enterprise is an important issue affecting the sustainable development of the enterprise. Before the analysis, this paper first systematically elaborates the relevant theoretical knowledge of marketing strategy: marketing environment analysis, 4Ps marketing theory, SWOT analysis method and so on. On this basis, this paper carries out the research. Firstly, the external environment and industry environment of SK company are studied by referring to relevant documents. Then, the internal environment of SK company is studied and analyzed through some internal materials and data. Then, the opportunities and challenges of external environment, industry environment and advantages and disadvantages of internal environment of SK company are summarized by SWOT analysis method. Through SWOT matrix, the advantages and disadvantages of internal environment of SK company are analyzed. Strategic guidelines for industry development. In order to improve the disadvantage of internal environment and cater to the opportunities of external environment, a set of complete and effective marketing strategies in marketing management and incentive, product development and sales, price system, channel management and technical service are put forward. Finally, in order to make this scheme play a greater role, at the same time, some targeted implementation suggestions are put forward. Finally, it helps SK company to change many unfavorable situations in current marketing, improve market competitiveness and develop well. At the same time, it also brings some reference to the marketing work of the same type of enterprises in the same industry. Keywords: SK Company; Marketing; Market Environment; Marketing Strategy南京航空航天大学硕士学位论文 iii 目 录 第一章 绪论 ..........................................................................................................................................1 1.1研究背景与意义...........................................................................................................................1 1.1.1 研究背景............................................................................................................................1 1.1.2 研究意义............................................................................................................................2 1.2国内外研究综述...........................................................................................................................2 1.2.1 国外研究现状 ....................................................................................................................2 1.2.2 国内研究现状 ....................................................................................................................4 1.2.3 国内外研究评述 ................................................................................................................5 1.3 研究思路和内容 .........................................................................................................................5 1.3.1 研究思路............................................................................................................................5 1.3.2 研究内容............................................................................................................................5 1.4 研究方法和技术路线 ..................................................................................................................6 第二章 研究方法与应用理论...............................................................................................................8 2.1 市场营销环境分析 .....................................................................................................................8 2.1.1 宏观市场营销环境分析 ....................................................................................................8 2.1.2 行业环境分析 ....................................................................................................................9 2.1.3 微观市场营销环境分析 ....................................................................................................9 2.1.4 企业内部环境 ....................................................................................................................9 2.2 SWOT 分析法..............................................................................................................................9 2.3 4P 营销策略理论.......................................................................................................................10 第三章 SK 公司营销环境分析 ..........................................................................................................12 3.1 SK 公司外部环境分析 ..............................................................................................................12 3.1.1 宏观环境分析 ..................................................................................................................12 3.1.3 行业环境分析 ..................................................................................................................15 3.1.2 微观环境分析 ..................................................................................................................17 3.2 SK 公司内部环境分析 ..............................................................................................................18 3.2.1 产品 .................................................................................................................................19 3.2.2 营销市场及价格体系 ......................................................................................................21SK 公司营销策略问题及对策研究 iv 3.2.3 营销团队..........................................................................................................................23 3.2.4 渠道资源及管理 ..............................................................................................................26 3.2.5 企业宣传..........................................................................................................................27 第四章 SK 公司市场营销策略选择...................................................................................................28 4.1 SK 公司 SWOT 分析.................................................................................................................28 4.1.1 SK 公司机会分析.............................................................................................................28 4.1.2 SK 公司威胁分析.............................................................................................................28 4.1.3 SK 公司优势分析.............................................................................................................29 4.1.4 SK 公司劣势分析.............................................................................................................29 4.1.5 SK 公司营销策略选择分析 .............................................................................................30 4.2 产品策略选择 ...........................................................................................................................32 4.2.1 产品研发评审策略 ..........................................................................................................32 4.2.2 产品营销组合策略 ..........................................................................................................33 4.2.3 产品技术服务体系策略 ..................................................................................................35 4.3 定价策略选择 ............................................................................................................................38 4.3.1 项目成本把控策略 ..........................................................................................................38 4.3.2 产品价格限制策略 ..........................................................................................................39 4.2.2 项目激励策略 ..................................................................................................................40 4.4 渠道激励策略 ...........................................................................................................................40 4.4.1 直销区域营销架构策略 ..................................................................................................40 4.4.2 新渠道开发激励策略 ......................................................................................................42 4.4.3 经销渠道激励策略 ..........................................................................................................43 4.5 品牌宣传策略 ...........................................................................................................................44 4.5.1 工企第一品牌塑造策略 ..................................................................................................44 4.5.1 产品功能差异化宣传 ......................................................................................................45 第五章 SK 公司市场营销策略的实施...............................................................................................46 5.1 树立正确的营销观念 ................................................................................................................46 5.1.1 企业文化塑造 ..................................................................................................................46 5.1.2 业绩考核激励 ..................................................................................................................48 5.2 正确处理关系营销 ...................................................................................................................49 5.3 建立营销管理系统 ...................................................................................................................49 第六章 结论与展望 ............................................................................................................................51南京航空航天大学硕士学位论文 v 6.1 结论 .........................................................................................................................................51 6.2 展望 .........................................................................................................................................51