摘要
随着中国制造业的高速发展以及电子商务对于国际贸易便捷度的提升，中国的电
子零部件贸易稳步增长。而电子零部件是电子制造业的重要组成部分，对于整个的产
业的发展起着至关重要的作用。电子原材料的分销企业作为制造商与终端客户之间的
联系纽带，也在产业中扮演着越来越重要的角色

本文基于营销组合、服务营销以及关系营销理论，通过案列形式以 LK 公司为研
究对象，根据其实际情况并结合中国市场发展的特点，对其业务发展中的外部环境，
行业环境以及主要竞争对手进行了分析，制定和优化了适合 LK 公司自己的产品、服
务等营销策略，并建议了具体的实施措施和实施计划

本研究希望通过对电子零件分销商的营销策略分析研究，能促使中国的分销行业
合理的制定适合自己的营销策略，实施有效的营销手段，从而在世界分销领域能占领
一席之地，打破由欧美垄断的分销行业市场，为本土电子制造业的发展贡献一份力量

关键词：电子零部件分销；营销策略；服务营销III
Abstract
With the rapid development of Chinese manufacturing industry, besides improvement
and convenience of e-commerce for international trade, the Chinese electronic parts trade
has steadily increased. And also the electronic parts play an important role in the electronic
manufacturing industry; meanwhile, electronic parts demonstrate a vital role in the
development of the whole manufacture industry, and connect the manufacturers with end
customers as a link. Thus, the distribution enterprises of electronic raw materials also play
an important character in the whole industry.
This article is based on the marketing strategy, service marketing strategy and
customer relationship of marketing theory. Through the case analysis from the LK
company as the research object, and according to the actual situation and combining with
the formative of Chinese market development, the business development in the external
environment, industrial environment and the main competitors analysis, formulation and
optimization for LK company&39;s own products service, marketing strategy, and proposes
specific implementation measures and implementation plan.
To define this article we might to get the result of that through the study of
distributors of electronic components of the marketing strategy, to promote the rational
distribution of Chinese industry to develop their own marketing strategy, the
implementation of effective marketing methods which can occupy a space for the
companies in the distribution field of the world, as well as break the monopoly of
distribution by European and American markets, and contribute to the development of
domestic electronic manufacturing industry.
Keywords：Electronic Distributor; Marketing Strategy; Service Marketing目录
致谢.....I
摘要...II
Abstract........ III
第 1 章 绪论..1
1.1 研究背景..........1
1.2 研究意义..........3
1.3 国内外研究现状评述..5
1.3.1 国外研究现状....... 5
1.3.2 国内研究现状....... 6
1.4 研究内容..........8
1.5 研究方法..........9
1.6 本文创新点......9
第 2 章 客户营销相关理论研究....11
2.1 STP 理论........11
2.1.1 目标市场营销理论......... 11
2.1.2 定位（Positioning）.......11
2.2 营销组合理论12
2.2.1 4Ps 理论以及 7Ps 理论...12
2.2.2 4C 营销组合.......13
2.3 客户关系营销理论...14
第 3 章 LK 公司的营销环境分析..17
3.1 宏观外部环境分析...17
3.1.1 政治环境. 17
3.1.2 经济环境. 17
3.1.3 社会环境. 19
3.1.4 科技环境. 20
3.2 行业环境分析203.2.1 现有企业的竞争者......... 20
3.2.2 潜在竞争对手..... 22
3.2.3 客户讨价还价的能力.
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