本文结合营销战略理论与方法， 利用 PEST、SWOT 分析工具对天大天科新疆分公
司内、外部营销环境、经营现状进行了分析；总结了天大天科新疆分公司当前所面临
的机会与威胁、优势与劣势。总体来说，天大天科新疆分公司当前面临的机会大于威
胁，内部优势胜于劣势，拥有较好的发展前景。在 4R 及 4P 营销理论的指导下，制订
了新疆分公司的营销战略目标，并从准确的市场定位出发，分别在产品、价格、渠道
和促销方面提出了营销战略的实施方案，最后从制定系统的品牌推广计划、优化客服
质量、深化合作共赢文化以及组建专业营销和售后服务队伍等方面提出天大天科新疆
分公司营销战略的保障措施。
关键词：市场定位；营销战略；营销环境
Abstract
With the start of the Central-Xinjiang Work Symposium, the speed of Xinjiang’s
economy becomes faster and faster. This paper analyses the internal and external marketing
environments and the management status of “TDTK”, by using the PEST and SWOT tools.
On the whole, opportunities are more than threatens; and advantages are more than
disadvantages that“TDTK” is facing. TDTK corporation has better development prospect.
Under the guidance of “4Ps” and “4Rs” marketing theory, the objectives of marketing
strategy are made. Based on the accurate market positioning, this paper sets a strategy that
include product, price, place and promotion. At the end of the paper, the author presents
some corresponding guaranteed measures to ensure the carrying out of the development
strategy. Those strategies include: making systematic brand promotion plan; improving
customer service; intensifying the culture of cooperation and win-win culture; and setting
up professional marketing and after-sales service team.
Key words: market positioning; marketing strategy; marketing environment
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