“中国制造 2025”提出以来，装备制造业迅猛发展，已形成相对完整独立 的产业体系。党的十九大报告更是着重强调要深化供给侧改革，把经济建设着 力点放在实体经济上。作为技术密集型实体经济的典型代表，电机设备制造业 在我国电力需求逐年增大的强力拉动下，正面临崭新的发展机遇。然而，在我 国生态环境恶化、能源削减、自我创新能力不足、产业结构失衡以及国内外电 机设备市场竞争愈加激烈的大环境下，电机设备制造业也面临着诸多挑战。SD 公司作为我国传统电机设备制造商之一，其市场营销策略如何定位、如何实施， 已成为关系集团现有战略调整和未来发展规划的重要课题。 本文运用相关市场营销理论，结合 SD 公司发展实际，研究其营销对策对 集团未来战略走向及市场规模的影响，致力于在新一轮产业革命和实体经济供 给侧改革的背景下，寻求与集团适配的营销对策，以稳固市场地位并占领更大 市场份额。首先，本文剖析了当前我国工业品装备出台的相关政策，阐述了当 前国内外该产业的发展趋势，并从国内外对工业品装备的现有研究文献入手， 为下文奠定了理论基础；其次，本文在介绍 SD 公司现有人员、业务、产品后， 利用 PEST 分析、行业竞争环境分析等多角度、全方位地解读了集团现有的营 销环境；再次，本文通过对集团售前、售中、售后营销实践的了解中发现，集 团现有营销普遍存在服务营销认识缺失、产品研发见效缓慢、营销渠道管理薄 弱等问题；最后，本文针对现有营销手段存在的问题，提出营销优化方案，即 关联对策、反应对策、关系对策及回报对策等优化方案，并从加强公司内外部 信息化建设、推动品牌及企业文化建设、建立科学高效的人力资源管理机制、 降低成本营销等角度为市场营销对策的有效实施提供保障。 关键词，电机企业；电机产品；营销对策；实施保障；哈尔滨工业大学工商管理硕士学位论文 II Abstract Since the advent of Made in China 2025, the equipment manufacturing industry has developed rapidly and has formed a relatively complete and independent industrial system. The report of the 19th session of national congress of the communist party of China emphasized the need to deepen supply-side reforms and focus economic construction on the real economy. As a typical representative of the technology-intensive real economy, the power generation equipment manufacturing industry is facing new development opportunities under the strong driving of China’s power demand. However, under the circumstance of ecological environment deterioration, energy reduction, lack of self-innovation ability, unbalanced industrial structure and the increasingly fierce competition in the domestic and international power generation equipment market, power generation equipment manufacturing industry also faces many challenges. As one of the traditional power generation equipment manufacturers in China, Shanghai Motor Factory Co., Ltd’s marketing positioning and implementation have become an important topic for its existing strategic adjustment and future development plan. This paper uses the relevant marketing theories, combined with the development of Shanghai Electric Machinery Co., Ltd., aims to studying the impact of its marketing strategies on the future strategic direction and market size, and is committed to seeking marketing strategies that are compatible with the group to stabilize market position and capture greater market share under the background of a new round of industrial revolution and supply-side reform of the real economy. Firstly, this paper analyzes the current policies of Chinese power generation equipment, expounds the development trend of the industry at home and abroad, and starts with the existing research literature on power generation equipment at home and abroad, which lays a theoretical foundation for the following writing； secondly, after introducing the existing personnel, business and products of Shanghai Electric Machinery Co., Ltd., this paper uses PEST analysis and industry competitive environment analysis to interpret the existing marketing environment of the Group from a multi-angle and all-round perspective. Again, from the angle of pre-sale, sale, and after-sales marketing practice, this paper found that the existing marketing of the Group generally had many problems, such as the lacks of service哈尔滨工业大学工商管理硕士学位论文 III marketing, the slow effect of product development, and the weak management of marketing channels. Finally, this paper proposes related countermeasures, reaction countermeasures, and reward countermeasures, and provide effective protection for the effective implementation of marketing strategies from the perspective of improving customer service evaluation system, promoting brand building and cost marketing. Keywords: electrical enterprise, electrical products, marketing countermeasures, implementation guarantee哈尔滨工业大学工商管理硕士学位论文 IV 目 录 摘要............................................................................................................................... I ABSTRACT.....................................................................................................................II 第 1 章 绪 论..................................................................................................................1 1.1 研究背景与问题提出..........................................................................................1 1.1.1 研究背景........................................................................................................1 1.1.2 问题提出........................................................................................................1 1.2 研究目的与意义...................................................................................................1 1.2.1 研究目的........................................................................................................1 1.2.2 研究意义........................................................................................................2 1.3 国内外相关研究综述..........................................................................................2 1.3.1 国外相关研究综述.......................................................................................2 1.3.2 国内相关研究综述.......................................................................................3 1.3.3 国内外相关研究评述...................................................................................4 1.4 研究方法与研究内容..........................................................................................4 1.4.1 研究方法........................................................................................................4 1.4.2 研究内容........................................................................................................5 第 2 章 SD 公司电机产品营销环境分析........................................................................7 2.1 内部环境分析.......................................................................................................7 2.1.1 公司简介........................................................................................................7 2.1.2 公司产品和服务........................................................................................... 8 2.1.3 公司业务概况..............................................................................................10 2.2 外部环境 PEST 分析.........................................................................................12 2.2.1 政治环境分析..............................................................................................12 2.2.2 经济环境分析..............................................................................................12 2.2.3 社会环境分析..............................................................................................13 2.2.4 技术环境分析..............................................................................................14 2.3 行业竞争环境分析............................................................................................ 14 2.3.1 主要竞争对手分析.....................................................................................14 2.3.2 潜在进入者的威胁.....................................................................................15 2.3.3 替代品的替代能力.....................................................................................15 2.3.4 需求者的议价能力.....................................................................................15哈尔滨工业大学工商管理硕士学位论文 V 2.3.5 供给者的议价能力.....................................................................................16 2.4 本章小结.............................................................................................................16 第 3 章 SD 公司电机产品营销现状...........................................................................18 3.1 公司营销理念和营销模式................................................................................18 3.2 售前营销实践.....................................................................................................18 3.2.1 提供一揽子解决方案.................................................................................18 3.2.2 开展技术交流..............................................................................................19 3.2.3 践行服务承诺..............................................................................................19 3.3 售中营销实践.....................................................................................................20 3.3.1 客户参与产品设计和制造.........................................................................20 3.3.2 提供全程培训..............................................................................................20 3.3.3 提供技术支持和备件保障.........................................................................20 3.4 售后营销实践.....................................................................................................21 3.4.1 客户回访......................................................................................................21 3.4.2 重视服务补救..............................................................................................21 3.4.3 调查客户满意度......................................................................................... 22 3.4.4 重视内部营销..............................................................................................22 3.4.5 开辟属地化备件渠道.................................................................................22 3.5 市场营销实践过程中存在的问题................................................................... 22 3.5.1 服务营销认识有待提高.............................................................................23 3.5.2 产品研发见效缓慢.....................................................................................23 3.5.3 营销渠道管理薄弱.....................................................................................24 3.5.4 服务营销品牌缺失.....................................................................................24 3.5.5 客户满意度缺乏有效测评体系................................................................ 24 3.6 市场营销实践过程中存在问题的原因分析...................................................25 3.6.1 营销战略规划的缺失.................................................................................25 3.6.2 营销渠道开发的缺失.................................................................................25 3.6.3 营销体系建设的缺失.................................................................................25 3.6.4 营销创新动力的缺失.................................................................................26 3.7 本章小结.............................................................................................................26 第 4 章 SD公司电机产品营销对策及实施保障............................................................27 4.1 关联对策.............................................................................................................27 4.1.1 加强客户关联性......................................................................................... 27 4.1.2 加强产品关联性......................................................................................... 27哈尔滨工业大学工商管理硕士学位论文 VI 4.2 反应对策. ...........................................................................................................28 4.2.1 转变和加强服务营销理念.........................................................................28 4.2.2 强化产品和服务创新. ...............................................................................29 4.2.3 建设优秀营销团队. ...................................................................................31 4.2.4 实施差异化战略. ....................................................................................... 31 4.3 关系对策. ...........................................................................................................32 4.3.1 加强与客户高层的沟通.............................................................................32 4.3.2 充分发挥营销部门的作用.........................................................................33 4.3.3 强化渠道管理管控. ...................................................................................33 4.3.4 全面推进客户关系管理.............................................................................34 4.4 回报对策. ...........................................................................................................34 4.4.1 追求市场多种形式利益回报. ...................................................................35 4.4.2 实施成本控制降本增效.............................................................................35 4.5 实施保障. ............................................................................................................36 4.5.1 加强公司内外部信息化建设. ...................................................................36 4.5.2 推动品牌及企业文化建设.........................................................................36 4.5.3 建立科学高效人力资源管理机制. ..........................................................36 4.5.4 降低成本营销. ............................................................................................37 4.5.5 全面推进战略合作伙伴关系建设...........................................................37 4.6 本章小结..............................................................................................................38 结 论.............................................................................................................................39