I 摘要 随着动态市场的瞬息万变，市场竞争变得越加激烈。近年来随着军民融合的深入 推进，军用技术向民用转化的市场也形成全面放开态势，激烈的竞争环境使企业认识 到忠实的客户才是企业生存和发展的根本。要想在竞争中保持不败，必须把客户放到 首位。在资源有限的前提下，企业对于不同类别的客户，不可能让全部客户满意，将 有限的资源最大化的利用，投入到最可能利益最大化的客户上。因此在市场细分基础 上的目标市场选择和市场定位则成为占据市场并获取有效竞争的基础，并针对目标市 场，制定最佳有效的营销策略，从而深入发掘客户需求并为客户提供差异化服务。 S公司是一家军工企业，在“军民融合”的大背景下，积极进军轨道交通行业市场。 但在竞争越来越激烈的新市场环境下，S公司发展轨道交通业务存在很多亟待解决的 营销问题。本文以市场营销理论为依据，以S公司轨道交通PIS系统营销策略为研究 对象。首先从现状出发，对S公司PIS系统在市场营销中存在的问题进行调查并分析， 探索解决营销问题的切入点，然后对S公司所处的宏观环境和行业竞争环境进行分析， 把握外部环境对营销策略制定的影响，对S公司发展PIS系统的优势、劣势，面临的 机遇和威胁进行分析，厘清内部环境对营销策略制定的影响，运用SWOT分析法提 出针对性的营销方案。在前面总结分析的基础上，运用STP战略营销理论，对S公 司PIS系统进行市场细分，选定目标市场，明确市场定位，进而制定详细的4P营销 组合策略、品牌策略和关系营销策略。同时，为保障营销策略的顺利实施，提出了调 整组织管理界面、优化营销岗位设置、改进激励措施、加强信息化建设等保障措施。 本研究对于S公司未来的发展有现实性的帮助，希望S公司在实际经营过程中能 够利用本文的研究成果改善和提高公司的营销管理水平和实际营销能力，以提高产品 市场占有率。同时，希望本文对轨道交通行业的其他公司也有一定的参考价值。 关 键 词：PIS系统，营销策略，保障措施 ABSTRACT III ABSTRACT With the rapid change of the dynamic market, the market competition becomes more and more fierce. In recent years, with the further promotion of military civilian integration, the market of military technology to civilian has also formed a comprehensive opening up trend. The fierce competition environment makes enterprises realize that loyal customers are the basis for the survival and development of enterprises. In order to remain invincible in the competition, we must put customers first. Under the premise of limited resources, it is impossible for enterprises to satisfy all customers for different types of customers, and to maximize the use of limited resources and put them into the customers with the most possible benefits. Therefore, the target market selection and market positioning on the basis of market segmentation become the basis of occupying the market and obtaining effective competition, and according to the target selection, formulate the best and effective marketing strategy, so as to deeply explore customer needs and provide differentiated services for customers. S company is a military enterprise. Under the background of "military civilian integration", it actively entered the market of rail transit industry. However, in the new market environment of increasingly fierce competition, there are many marketing problems to be solved in the development of rail transit PIS business of S company. Based on the marketing theory, this paper takes the PIS system of S company as the research object. Starting from the current situation, this paper investigates and analyzes the problems existing in the marketing of S company's PIS system, and explores the entry point to solve the marketing problems. Then, it analyzes the macro environment of S company and the industry competition environment, grasps the influence of the external environment on the formulation of marketing strategies, and advances the strengths, weakness, opportunities and threats of S company's PIS system development line analysis, clarify the impact of internal environment on the formulation of marketing strategies, and use SWOT analysis to propose targeted marketing programs. On the basis of the previous summary and analysis, this paper uses STP strategic marketing theory to subdivide the market of S company's PIS system, select the target market, define the market position, and then formulate detailed 4P marketing mix strategy, brand strategy and relationship marketing strategy. At the same time, in order to ensure the smooth implementation of the marketing strategy, the paper puts forward some safeguard measures, such as adjusting the organizational management 西安电子科技大学硕士学位论文 IV interface, optimizing the marketing post setting, improving the incentive measures, and strengthening the information construction. This study has practical help for the future development of S company. I hope S company can use the research results of this paper to improve the marketing management level and actual marketing ability of the company in the actual operation process, so as to improve the market share of products. At the same time, I hope this paper has some reference value for other companies in the rail transit industry. Keywords: PIS system, Marketing Strategy, Safeguard Measures 插图索引 V 插图索引 图2.1 战略地位分析 ...... 9 图3.1 PIS系统设备构成 ........................... 12 图5.1 SPAN战略地位分析图 ................... 42 图5.2 S公司轨交事业部机构图 ............... 48 图6.1 组织机构图 ........ 58 表格索引 VII 表格索引 表2.1 SWOT分析模板 . 6 表3.1 发放统计表 ........ 14 表3.2 问卷统计表 ........ 15 表4.1 行业现有竞争者分析 ....................... 22 表4.2 行业潜在进入者分析 ....................... 22 表4.3 行业供应商分析 24 表4.4 供应商统计表 .... 24 表4.5 S公司SWOT分析矩阵 .................. 30 表5.1 市场细分地图 .... 33 表5.2 PIS系统市场吸引力要素评价 ....... 36 表5.3 PIS系统市场吸引力要素评分 ....... 37 表5.4 地铁PIS系统价值差异化评估 ....... 38 表5.5 大铁PIS系统价值差异化评估 ....... 39 表5.6 城际PIS系统价值差异化评估 ....... 40 表5.7 大铁PIS国产化系统价值差异化评估 .......................... 41 表5.8 细分市场得分汇总表 ....................... 41 符号对照表 IX 符号对照表 符号 符号名称 无 缩略语对照表 XI 缩略语对照表 缩略语 英文全称 中文对照 PIS Personal Identification System 乘客信息系统 PEST Political Economic Social Technological 环境分析 SWOT Strength Weakness Opportunity Threats 优势劣势机会威胁 SPAN Stratrgy Positioning Analysis 战略定位分析 CGR Compound Growth Rate 复合增长率 PDM Product Data Management 产品数据管理 CRM Customer Relationship Management 客户关系管理 目录 XIII 目录 摘要 ............ I ABSTRACT ........................... III 插图索引 .. V 表格索引 VII 符号对照表 ............................ IX 缩略语对照表 ........................ XI 第一章 绪 论 ..................... 1 1.1 研究背景 ................. 1 1.1.1 研究背景 ...... 1 1.1.2 研究目的和意义 ......................... 2 1.2 研究方法和研究内容 ............................ 2 1.2.1 研究内容 ...... 2 1.2.2 研究方法 ...... 3 第二章 理论与方法 ............. 5 2.1 相关理论 ................. 5 2.1.1 环境分析理论 ............................. 5 2.1.2 STP战略营销理论 ..................... 6 2.1.3 4P营销理论 . 8 2.2 方法与工具 ............. 8 2.2.1 SPAN分析 ... 8 2.2.2 问卷调查法 10 第三章 PIS系统营销现状及问题 ................... 11 3.1 S公司基本概况 ... 11 3.2 PIS系统营销现状 12 3.2.1 市场营销现状 ........................... 12 3.2.2 结合问卷访谈分析营销现状 ... 13 3.3 PIS系统营销存在的问题 ................... 16 3.3.1 目标市场不清晰 ....................... 17 3.3.2 产品缺乏多样化竞争 ............... 17 3.3.3 定价机制不灵活 ....................... 17 3.3.4 销售渠道单一 ........................... 18 西安电子科技大学硕士学位论文 XIV 第四章 PIS系统营销环境分析 ....................... 19 4.1 PIS系统宏观环境分析 ....................... 19 4.1.1 政治环境 .... 19 4.1.2 经济环境 .... 20 4.1.3 社会环境 .... 20 4.1.4 技术环境 .... 20 4.2 PIS系统微观环境分析 ....................... 21 4.2.1 现有竞争者 21 4.2.2 潜在进入者 22 4.2.3 替代品的威胁 ........................... 23 4.2.4 下游客户 .... 23 4.2.5 供应商分析 24 4.3 SWOT分析 .......... 26 4.3.1 优势 ............ 26 4.3.2 劣势 ............ 28 4.3.3 机遇 ............ 28 4.3.4 威胁 ............ 29 4.3.5 SWOT分析总结 ....................... 30 第五章 PIS系统营