改革开发初中时期，中国为了引进国外先进技术，采取了以市场换技术的发展策 略，为了吸引更多的来华投资商，当时对外资企业提供了诸多优惠政策，其快速、有 效促进了中国经济和技术的崛起。随着中国制造2025政策的出台、国内制造各领域技 术的飞速发展和生态环境保护的相关法令发布，中国逐渐放缓了基础建设投资的步 伐、同时逐步取消了外商投资各项优惠政策，这一系列的举措无不迫使所有制造业均 需进行产品升级优化和技术革新，而在华投资外商亦不得不承受相对更为突出的竞争 压力和困难。如何在产品升级和技术日益革新的竞争压力下，研究和制定出能够有利 于制造企业健康发展的营销策略，这将中国制造政策的实施起到一定重要意义与价 值。 本论文以MT 公司（世界上最大的称重设备和精密仪器制造商）为例，通过PEST 、 波特五力模型，从宏观到行业，再走进企业的逐步深入研究法，分析出称重行业的发 展趋势、目前存在的问题和配合上下游产品升级潜在商机；根据STP营销理论对MT现 有市场重新定位、调整；通过营销4P理论，如结合细分市场各行业标准要求和自动化 发展趋势增强产品性能并开发更多产品系列来满足不同客户层次需求；另外还通过提 升包装的安全性和品牌识别度和进一步开拓服务产品营销、增设租赁服务等举措，形 成8P 营销理论措施（基础4P+包装Package+服务3P）。精心梳理和量身定制出有利于 MT 公司满足市场需求并能突显自身竞争力的具体营销举措和策略。该研究不仅能够 适用于MT公司，也同等适用于其他称重模块同行企业，对于中国整体制造行业起到关 键借鉴作用。 关键词，工业称重模块；MT公司；营销策略；服务营销；租赁服务III Abstract In order to introduce foreign advanced technology, China adopted the development strategy of market exchange technology in order to introduce foreign advanced technology. In order to attract more investors from China, China has provided many preferential policies to foreign investment enterprises, which has promoted the rise of China's economy and technology rapidly and effectively. With the introduction of the 2015 policies made in China, the rapid development of domestic manufacturing technology and the release of the relevant laws and decrees on the protection of the ecological environment, China has gradually slowed down the pace of infrastructure investment and gradually abolished the preferential policies of foreign investment, which forced all manufacturing industries to upgrade their products and technological innovations. And foreign investors in China have to bear relatively more competitive pressure and difficulties. Under the pressure of competitive product upgrading and technological innovation, it is of great significance and value to study and formulate marketing strategies that can help the healthy development of manufacturing enterprises to carry out the implementation of China's manufacturing policy. This paper, taking MT company (the largest weighing equipment manufacturer and precision instrument manufacturer in the world) as an example, through the PEST, Potter Five Force model, SWOT analysis method, from the macro to the industry, and then into the enterprise's gradual in-depth research method, analysis the development trend of the weighing industry and existing problems. Cooperate with the upstream &downstream products upgrade to dig more potential business opportunities. Reposition the existing MT market according to STP marketing rules. Enhance product performance and develop more product lines to meet different customer level demands through marketing 4P theory, such as combining with new segment compliance standards and manufacturing automation trends to more series of products. In addition, to optimize packaging’s security and brand identification section, to continually develop service product marketing and launch rental services business, which formed 8P marketing theories (basic 4P+ packaging Package+ service 3P). We should analyze and build marketing initiatives and strategies that will help MT companies to meet the needs of the market and improve their competitiveness. The research can not only be applied to MT companies, but also to other weighing module counterparts, which plays a key role in China's overall manufacturing industry.IV Keywords: Industrial weighing Module Scale; MT Company; Sales Strategy; Service Sales; Rental Service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 国内外研究文献综述............................................................................................................ 4 1.3.1 国外研究文献................................................................................................................ 4 1.3.2 国内研究现状................................................................................................................ 6 1.4 研究方法与创新点................................................................................................................ 8 1.4.1 研究方法........................................................................................................................ 8 1.4.2 创新之处........................................................................................................................ 9 1.5 研究内容和框架.................................................................................................................... 9 第 2 章 理论基础.................................................................................................................. 11 2.1 STP 营销理论 ...................................................................................................................... 11 2.2 8Ps 营销理论 ..................................................................................................................... 12 2.3 服务营销理论...................................................................................................................... 14 第 3 章 MT 公司外部营销环境分析..................................................................................... 16 3.1 营销宏观环境分析.............................................................................................................. 16 3.1.1 政治环境因素.............................................................................................................. 16 3.1.2 经济环境因素.............................................................................................................. 18 3.1.3 社会环境因素.............................................................................................................. 19 3.1.4 科技环境因素.............................................................................................................. 20 3.1.5 小结.............................................................................................................................. 20 3.2 行业环境分析...................................................................................................................... 21 3.2.1 现有企业的竞争.......................................................................................................... 21 3.2.2 潜在竞争对手.............................................................................................................. 22 3.2.3 供应商讨价还价的能力.............................................................................................. 22 3.2.4 客户讨价还价的能力.............................................................................................