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第一、对营销理论进行了概述，了解了营销理论的发展历程、
经典的 STP 理论、营销组合理论以及营销环境分析理论，并通过对
国内外营销理论研究的总结提出了本文的研究问题：S 公司 N 产品的
营销策略研究
第二、对 S 公司内部条件进行了概述，利用营销环境分析理论
和波特五力模型对 S 公司目前的内外部环境进行分析。利用 SWOT 分
析，明确了该公司的内部优势，以及主要劣势；同时外部政策支持
等为公司发展提供了绝佳机会，潜在竞争者的出现也对公司构成了
相对威胁，为 S 公司营销策略的制定奠定了基础
第三、介绍了公司 N 产品的营销现状，并通过具体的营销案例
分析发现了当前该公司 N 产品在营销方面存在的主要问题。主要从
产品、价格、渠道、促销四个方面进行阐述
第四、针对港作拖轮市场的主要 44 家客户进行了深度的客户访
谈。从客户的角度了解了 S 公司和 N 产品以及其主要竞争对手的市
场营销状况。东华大学工商管理硕士学位论文
II
第五、根据 S 公司 N 产品营销过程中存在的问题和公司当前所
处的环境状况，以及访谈分析结果对 S 公司的营销策略进行改进，
量身制定了适合该公司的全新的营销策略，包括：目标市场定位、
价格策略、渠道策略、促销策略以及品牌建设。明确了公司主要目
标市场为广州港、沧州渤海港、钦州港、盐田港、珠海港、中交二
航三公司、镇江港、福州福源、阳江港、连云港、江阴顺安、南京
港、天津港等。并在价格方面推出了产品加服务配套销售策略、备
件优惠策略、大客户批量价格策略以弥补 N 产品销售价格过高的劣
势；在渠道方面增加二级代理商、结成战略联盟来拓宽销售渠道，
提高 N 产品的市场占有率；在促销方面通过积极参加各类海事交流
会、举办产品介绍会、年会以及广告投入，提高产品的业内认知度；
在品牌建设方面建立产品和服务双品牌效应。在此基础上，预期了
该营销策略实施效果
最后为了保障以上营销策略得以良好实现，从建立专业的营销
团队、建立科学的营销管理机制以及打造独特的企业文化三个方面
提出了相应的保障措施
本文的研究为 S 公司 N 产品的营销决策提供理论支持和实践指
导，促进公司 N 产品营销水平的提升，提高公司的销售业绩和市场
竞争力；同时本研究也为同类型中小船舶企业制定产品营销策略提
供一定的借鉴和参考
关键词 船用主机、拖轮、目标市场定位，营销组合策略东华大学工商管理硕士学位论文
III
RESEARCH ON MARKETING STRATEGY BASED ON S
COMPANY’S N PRODUCT
ABSTRACT
The shipping industry has essential influence on the national economy and the construction
of national defense, provides the transportation for the worldwide trade and the exploitation of
marine resources. Since the beginning of this century, Chinese shipping industry has a prompt
advancement, which strikes the attention of the whole world. And with the constant ascending of
the ship demand, as shipping’s major fittings, N product will enjoy a significant market.
Therefore, this paper based on S company, according to current situation of its N product sales,
probes into the marketing strategy of the company, in order to find problems and correct them,
continuously improve the market share of the company&39;s products.
First, marketing theory were summarized and know about the marketing theory
development course, the classic STP theory, marketing mix theory and the theory of marketing
environment analysis. Through the domestic and international marketing research, proposed the
research question: research on marketing strategy based on S company’s N product.
Second, S company’s internal conditions were summarized, including the main business of
the company, management structure and performance, etc. Focused on introduce of the
marketing present situation of the company’s N product. and through the marketing case analysis
showed that the main problems existing in the marketing of the company’s N products: unclear
market target, single marketing channel, backward marketing method, marketing team and sales
management system is not sound.
Third, using the theory of marketing environment analysis of S company’s current
marketing environment, including macro environment, industry environment, and combined with
the company&39;s internal environment, using the SWOT analysis, make clear the company&39;s internal
advantage: product quality, company reputation, etc. And the N product price is too high is the
main disadvantage. At the same time, external policy support provides a perfect opportunity for
the company. The emergence of potential competitors also the relative threat for the company.
Those are all the foundation for the establishment of S company’s marketing strategy.
Fourth, according to the problems happened at S company’s N product marketing process
and the current environmental conditions to improve the company&39;s marketing strategy, which is
suitable for the company&39;s new tailored marketing strategy. Including the target market
positioning, price strategy, channel strategy, promotion strategy and brand construction. The
paper make clear the company&39;s main target market is Guangzhou port, Cangzhou Bohai port,东华大学工商管理硕士学位论文
IV
Qinzhou port, Yantian port, Zhuhai port,Zhenjiang port, Fuzhou Fuyuan port, Yangjiang
port,Nanjing port,Tianjin port. Sales of products plus services strategy, spare parts and other
preferential policies are launched to reduce the weakness on price. Increase secondary agents,
form an alliance to broaden sales channels, improve N products market share. In the aspect of
sales promotion through an active part in all kinds of maritime communication meeting, held
seminars, conference and advertising investment, improve the product of the industry recognition.
In the aspect of brand building, establish double brand of products and services. On this basis, get
the expected effect of the marketing strategy implementation.
Finally in order to ensure above marketing strategy to achieve good result, from establishing
the professional marketing team, set up scientific marketing management mechanism, and create
the unique enterprise culture to put forward the corresponding security measures.
This paper provides theoretical support and practical guidance for S company’s N products
marketing decisions, promote S company’s N product marketing level, and improve the
company&39;s sales performance and market competitiveness. At the same time, this study also
provide certain reference for product marketing strategies for the same type of small and medium
ship enterprises.
（Master of BusinessAdministration）
Supervised by_XuMing_
KEY WORDS marine main engine, tug boat, target-market positioning, marketing mix
strategy东华大学工商管理硕士学位论文
V
目录
摘要.....I
ABSTRACT..III
1 绪论...... - 1 -
1.1 研究背景.......... - 1 -
1.1.1 中国造船业和船舶市场的发展 - 1 -
1.1.2 中国港口的发展........... - 2 -
1.2 研究目的与意义.......... - 3 -
1.3 研究内容与技术路线.. - 3 -
1.3.1 研究内容与研究框架... - 3 -
1.3.2 技术路线........... - 5 -
1.4 研究方法.......... - 6 -
1.4.1 文献检索法....... - 6 -
1.4.2 理论模型法....... - 6 -
1.4.3 案例分析法....... - 6 -
本章小结..... - 6 -
2 理论基础与文献综述..... - 7 -
2.1 营销理论的发展历程........
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