一次性干电池行业属于完全竞争行业，当前市场趋于饱和，市场需求缺少 新增的爆发点；整个国内电池行业处于产能过剩阶段，竞争激烈。面对进入成 熟期的产品，采用怎样的营销策略来保持其市场份额，为公司的稳定发展、转 型升级提供经济支持就显得尤为重要。 本文深入分析了当前国内外关于营销策略的相关理论及研究成果，结合当 前我国产品生命周期各阶段的营销状况，从S公司Q电池产品的营销瓶颈入手， 在了解电池产品的生命周期现状及其人口、市场、技术、政治等环境特点的基 础上，进一步探究S公司Q电池产品的消费者基本结构及其市场营销策略体系 及存在问题。根据目前市场情况及行业数据显示，电池行业整体产能过剩，市 场竞争激烈，S公司Q电池产品面临成本压力；受品牌知名度、互联网+环境的 影响，新生消费者的不足是S公司需要重点关注的消费者问题。在产品营销策 略方面，S公司Q电池产品存在产品组合方面深度不够，销售渠道的拓展不够， 与客户的沟通中缺乏足够的忠诚度等问题。基于此，依托4C理论，本研究提出 了客户消费需求的营销策略优化；客户消费成本的产品定价策略优化；客户消 费便利的产品销售渠道策略优化；最后建议通过提高服务水平，使S公司与忠 诚顾客之间保持一种长期的双赢关系的基于忠诚度的客户沟通策略优化方案。 此外，要想实现上述营销策略优化方案还需要有相应的保障措施。针对S 公司Q电池产品的特点，本研究提出需要企业从内部提供包括引进先进技术， 优化老品牌形象，严把质量关，优化组织架构，制定有效的绩效考核制度及完 善的薪酬体系等方面的环境支持。而营建战略性合作伙伴关系，建设顾问式营 销体系以及细分的市场营销体系等外部环境同样至关重要。 关键词：4C营销理论 产品生命周期 营销策略 优化 III Abstract The disposable battery industry belongs to completely competitive industry. The current market tends to be saturated and the market demand is short of new outbreaks; the whole domestic battery industry is in the stage of excess capacity with fierce competition. Facing the products entering the mature period, what kind of marketing strategy is adopted to maintain company’s market share and provide stable development and economic support for the transformation of the company is particularly important. This text analyzes the relevant theories and research achievements about marketing strategy home and abroad, and combines the modern marketing situation of the product in mature period in China, using case analysis method, starting with the marketing bottleneck of the Q battery products in S company, in order to understand the life cycle status of the battery products and its population, market, technology, political and other environment. Based on the characteristics, we further explore the basic structure and marketing strategy system of the Q battery products in S company and the existing problems. The research results show that the battery industry is overall overcapacity with fierce competition in the market. The Q battery products in S company are facing the following influences such as: cost pressures，brand awareness, Internet plus environment. Lacking of new consumers is the key problem that S company should pay attention to it. In the product marketing strategy, the Q battery products in S company have not enough depth of product portfolio, shortage the expansion of sales channels, and lack of sufficient loyalty in communication with customers. Based on the above analysis and the 4C theory, this study proposes the marketing strategy optimization based on consumer demand and the optimization of product pricing strategy based on customer consumption cost as well as and the optimization of the marketing channel strategy based on the convenience of customer consumption. Finally, it is suggested that improving the service level to maintain a long term IV win-win relationship between S company and the loyal customers is needed which is based on the loyalty of optimization program of the customer communication strategy. Besides, in order to achieve the above marketing strategies, relative safeguard is a must. In view of the characteristics of Q battery products of S company, this study proposes that enterprise should provide environmental support including introducing advanced technology, optimizing old brand image, strict quality control, optimizing organizational structure, making effective performance appraisal system and perfect salary system. While building strategic partnership, building a consultative marketing system and subdividing the marketing system are also important. Keywords: Marketing Theory of 4C Product life cycle Marketing strategy Optimization V 目 录 第1章 引言 .............................................................. 1 1.1 研究背景与意义 ............................................................................................................ 1 1.1.1 研究背景 ................................................................................................................ 1 1.1.2 研究意义 ................................................................................................................ 1 1.2 国内外研究文献综述 .................................................................................................... 2 1.2.1 国内外市场营销策略研究综述 ............................................................................ 2 1.2.2 国内外产品生命周期研究综述 ............................................................................ 3 1.2.3 文献综述小结 ........................................................................................................ 4 1.3 研究内容及方法 ............................................................................................................ 5 1.3.1 研究内容 ................................................................................................................ 5 1.3.2 研究方法 ................................................................................................................ 6 1.4 技术路线及研究创新点 ................................................................................................ 7 1.4.1 技术路线 ................................................................................................................ 7 1.4.2 研究创新点 ............................................................................................................ 8 第2章 相关理论基础 ...................................................... 9 2.1 4C营销理论 .................................................................................................................. 9 2.2 产品生命周期理论 ...................................................................................................... 10 2.3 消费心理理论 .............................................................................................................. 11 2.4 马斯洛需求层次理论 .................................................................................................. 12 第3章 S公司Q电池产品营销环境分析 ..................................... 14 3.1 公司简介 ...................................................................................................................... 14 3.2 行业现状分析 .............................................................................................................. 15 3.2.1 电池产品种类及市场特点 .................................................................................. 15 3.2.2 电池产品的生命周期现状 .................................................................................. 18 3.3 S公司Q电池产品营销环境分析 .............................................................................. 19 3.3.1 宏观市场营销环境分析 ...................................................................................... 19 3.3.2 微观市场营销环境分析 ...................................................................................... 21 VI 第4章 S公司Q电池营销策略、存在的问题与成因分析 ....................... 22 4.1 S公司Q电池产品市场营销发展及策略体系 .......................................................... 22 4.1.1 S公司Q电池产品的发展及市场情况 .............................................................. 22 4.1.2 S公司Q电池产品市场营销策略体系分析 ...................................................... 23 4.1.3 S公司Q电池产品市场营销工作