本文选择通讯测试设备企业营销策略这一课题进行研究，首先通过图书馆、
网络等渠道获取相关研究文献成果，结合本人在通讯测试设备行业的实践经验，
利用文献研究和案例研究相结合的方法，以本人所在通讯测试设备企业 WQT 公司
为研究对象。本文在阐述了研究背景、研究意义、研究内容、研究思路、国内外
研究成果，以及本文主要用到的营销理论如 4P 营销理论等；然后对 WQT 公司当
前的情况进行了介绍，针对 WQT 公司存在的问题，重点分析了 WQT 公司当前的营
销现状，并找出营销中存在的问题；紧接着对 WQT 公司的营销环境进行分析，分
别利用 PEST 分析法、波特五力分析法以及 SWOT 分析法对于宏观经济环境、行业
竞争环境以及企业自身环境进行了全方位的分析；最后，基于上述分析制定 WQT
公司新的 STP 战略，并在新的 STP 战略指导下提出 WQT 公司的产品策略、渠道策
略、价格策略以及促销策略等新的营销策略组合来解决 WQT 当前面临的销售下滑
问题
关键词：通讯测试；市场营销；营销环境；营销理论；营销策略II
ABSTRACT
Under the background of information and communication industry vigorous
development, increasing demand for communication test, which makes
communication test industry will ushered in the important opportunity of development.
As an important and indispensable part of the entire communication industry,
communication test industry plays an important role in promoting the rapid
development of communication industry and the development of human society
information construction. Currently communication test industry wide development
prospect has attracted more and more capital into the industry, which brings
communication test enterprises are the competition upgrades in the round. At the same
time communication test industry enterprise products and services homogenization
problems are more and with serious, which also makes the marketing strategy to
become the focus of competition communication test enterprises. At present,
communication test enterprises would access to competitive advantage in the fierce
market competition, not only to pay attention to their own product issues, but also to
focus on their own marketing strategy. Innovation of marketing strategy will help
enterprises to obtain core competitiveness, and will become the driving force for
sustainable development of enterprises. If the enterprise&39;s marketing strategy to
remain unchanged, it will give the improvement of corporate marketing effectiveness
has brought a lot of negative impact. Therefore, how to formulate the effective
marketing strategy has become the communication test industry must be in-depth
development of enterprises to think about the subject.
This article chooses the marketing strategy of communication test enterprise as
the research topic. First of all, through the library, network and other channels to
obtain relevant research literature, combined with my experience in the
communication test industry, the use of literature research and case study method, I
take the WQT company as the research object. After introducing the research
background, research significance, research content, research ideas, as well as
domestic and foreign research results, this article introduces the marketing theory
used in this paper, such as 4P marketing theory. Then, this article briefly introduces
the situation of WQT Company, analyzes the present marketing situation of WQT
Company and finds out the problems in marketing. Then, this article analyzes theIII
marketing environment of WQT Company by using PEST analysis method, Porter
five force analysis method and SWOT analysis method to analyze the macroeconomic
environment, the industry competition environment and the enterprise&39;s own
environment. Finally, based on the above analysis, the paper develops WQT&39;s new
STP strategy and puts forward the new marketing strategy combination of WQT&39;s
product strategy, channel strategy, price strategy and promotion strategy under the
guidance of new STP strategy.
Key words ： communication test industry; marketing management; marketing
environment; marketing theory; marketing strategyIV
目 录
摘要....I
ABSTRACT ........II
1 绪论..1
1.1 研究背景及意义...........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 国外研究综述 .......2
1.2.2 国内研究综述 .......4
1.2.3 国内外研究评述.....5
1.3 研究内容及思路...........6
1.3.1 研究内容 ...........6
1.3.2 思路及方法 .........6
2 理论基础..........8
2.1 市场营销理论基础 ........8
2.1.1 市场营销组合策略...8
2.1.2 产品生命周期......10
2.2 市场营销分析方法简述 ...11
2.2.1 PEST 分析模型 .....11
2.2.2 波特五力分析模型 ..12
2.2.3 SWOT 分析模型 .....14
2.2.4 STP 营销战略 ......16
2.2.5 波士顿矩阵........17
3 WQT 公司营销现状分析 .........19
3.1 通讯测试行业概况和现状 .19
3.1.1 通讯测试行业概况..19
3.1.2 通讯测试行业发展及现状........20
3.2 WQT 公司介绍22
3.2.1 WQT 公司简介 ......22
3.2.2 WQT 公司产品介绍 ..24
3.2.3 WQT 公司营收概况 ..25
3.3 WQT 公司营销策略现状....27
3.3.1 STP 营销现状 ......27
3.3.2 策略组合现状......28
3.4 WQT 公司营销存在的问题..29
3.4.1 STP 营销战略问题 ..29
3.4.2 营销策略问题......30
4 WQT 公司营销环境分析 .........32
4.1 PEST 宏观环境分析.......32
4.1.1 政治环境..........32
4.1.2 经济环境..........32V
4.1.3 社会文化环境......
==>>