本论文重点以 WESTRAC 机械设备有限公司（简称 A 公司）为研究分析对
象，通过对 A 公司目前 GET 零件销售业绩不佳这一情况着手，深入探讨 A 公司
应采取的适合市场发展特点的营销策略
本论文分析了 A 公司 GET 零件目前营销问题的现状，产生的宏观因素，
市场竞争因素以及 A 公司现在的营销体系，指出了其营销体系欠缺之处，提出
适用于 GET 零件的营销策略，同时提出了相对应的保障措施。该营销策略将对
A 公司在行业竞争中提升企业综合竞争力有着十分重大的意义，对同行业的其他
公司也具有很好的借鉴和指导意义
关键词：SWOT 分析；营销策略；营销体系Abstract
Abstract
All enterprises are for the purpose of profit, while providing customers with
products and services, to provide social value. In order to achieve long-term and
stable profit, enterprises need to have a competitive marketing strategy, namely, the
enterprises need to have the methods over a long period of time to maintain, and bring
for the enterprise a steady stream of profit. The procedure to analyze and determine an
enterprise's marketing strategy includes industry research, SWOT analysis and
competitive strategy analysis, market segmentation and target selection, the value is
the core of market development, organization structure and team coordination, sales
management system, effective promotion and marketing and public relations.
This thesis focuses on the WESTRAC mechanical equipment limited company
(later known as the A company ) as the research object of analysis, through to the A
current GET parts sales condition of this phenomenon to proceed, discusses A should
adopt the marketing strategy.
By analyzing the A Company’s GET parts present marketing status, macroscopic
factors, industry factors and A present marketing system, The thesis pointed out the
drawbacks of its marketing system, proposed for business development marketing
strategy, and put forward the corresponding implementing measures. The marketing
strategy for the A Company is of great significance in the competition industry to
enhance the company’s competitiveness. It is also hoped that this research can provide
reference and guidance for other enterprises facing up the same challenges.
Key word：SWOT analysis, Marketing policy, Marketing system
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