-I- 摘要 本文研究的主要目的是为了优化莱特公司工业片市场营销策略，进一步提升莱 特工业片市场业绩状况，规范莱特公司工业片市场秩序，进一步扩大莱特品牌在国 内市场的品牌知名度。针对课题特点，采用了SWOT分析法、波特五力模型分析法 和定量与定性相结合的研究方法。 首先，从市场营销理论体系的发展历程研究，分析了当前市场营销所包含的研 究内容以及无损检测市场营销的发展现状。提出了运用4P理论为理论基础研究莱特 公司工业片市场的营销策略，解决目前市场营销过程中出现的问题。 其次，笔者从宏观和微观角度对莱特公司进行分析，以不断变化的市场需求为 出发点，阐述了莱特公司的外部和内部环境，在宏观营销环境方面，分别从政治、 经济、社会和技术四个角度进行了分析和阐述，在行业环境分析方面，着重从客户 需求和竞争对手两个方面加以分析，在微观营销环境方面，详细阐述了莱特公司内 部的基本情况和工业片产品的现状，通过SWOT分析对莱特公司工业片市场的内外 部环境做了详细的分析。 再次，结合内外部环境分析，通过STP策略分析和4P理论，对莱特公司产品、 价格、渠道和促销的现状做了详细阐述，通过现状分析找出了莱特公司在工业片市 场开发中存在的问题。 最后，针对莱特公司工业片市场的营销现状问题诊断，从产品、价格、渠道和 促销四个方面详细制定了优化方案，希望本次研究提出的优化建议能提高莱特公司 的营销能力和竞争实力，对莱特公司工业片市场开拓提供实际意义，并为莱特公司 工业产品长期战略发展方向提供理论借鉴意义。 关键词： 工业胶片；营销策略；问题诊断；优化建议 燕山大学工商管理硕士学位论文 - II - Abstract The main purpose of this study is to optimize the marketing strategy of Light Company industrial film,further enhance the market performance of industrial film of Wright Company, standardize the market order of industrial film of Wright Company, and further expand the brand awareness of Wright brand in the domestic market. In view of the characteristics of the subject, SWOT analysis, Porter's five-force model analysis and quantitative and qualitative research methods are adopted. Firstly, from the development of marketing theory system, the research content of current marketing and the development status of NDT marketing are analyzed. This paper puts forward the marketing strategy of Wright's industrial film market based on 4P theory to solve the problems in the current marketing process. Secondly, the author analyzes Wright Company from the macro and micro perspectives. Taking the changing market demand as the starting point, the author expounds the external and internal environment of Wright Company. In terms of macro marketing environment, the author analyzes and expounds it from the political, economic, social and technological perspectives, and analyzes the industry environment. In the aspect of micro-marketing environment, it elaborates the basic situation inside Wright Company and the present situation of industrial film products, and makes a detailed analysis of the internal and external environment of Wright Company's industrial film market through SWOT analysis. Thirdly, combined with the analysis of internal and external environment, through the analysis of STP strategy and 4P theory, Wright's products, prices, channels and promotion of the status quo are described in detail, through the analysis of the status quo found Wright in the industrial film market development problems. Finally, aiming at the diagnosis of the marketing status quo of the industrial film market of Wright Company, the optimization scheme is formulated in detail from four aspects: product, price, channel and promotion. It is hoped that the optimization Abstract -III- suggestions put forward in this study can improve the marketing ability and competitive strength of Wright Company and provide practical significance for the development of the industrial film market of Wright Company. It also provides a theoretical reference for the long-term strategic development of Light Company's industrial products. Key words: Industrial film; Marketing strategy; Problem diagnosis; Optimization Suggestions 目 录 -V- 目 录 摘要 ................................................................................................................................... I ABSTRACT ......................................................................................................................... II 第1章 绪 论 .................................................................................................................... 1 1.1 选题背景及研究意义 ............................................................................................. 1 1.1.1选题背景 .......................................................................................................... 1 1.1.2研究意义 .......................................................................................................... 2 1.2 国内外研究现状 ..................................................................................................... 2 1.2.1 国外研究现状 ................................................................................................. 2 1.2.2 国内研究现状 ................................................................................................. 3 1.2.3 文献综述 ......................................................................................................... 6 1.3 本文主要研究内容和研究方法 ............................................................................. 7 1.3.1 本文主要研究内容 ......................................................................................... 7 1.3.2 研究方法 ......................................................................................................... 7 第2章 莱特公司工业片外部环境分析 ............................................................................ 9 2.1 企业宏观营销环境分析 ......................................................................................... 9 2.1.1 政治环境分析（P） ....................................................................................... 9 2.1.2 经济环境分析（E） ....................................................................................... 9 2.1.3 社会环境分析（S） ..................................................................................... 10 2.1.4 技术环境分析（T） ..................................................................................... 10 2.2 行业环境分析 ....................................................................................................... 10 2.2.1 客户需求分析 ............................................................................................... 11 2.2.2 竞争对手分析 ............................................................................................... 12 2.3 本章小结 ............................................................................................................... 15 第3章 莱特公司工业片内部环境分析 .......................................................................... 16 3.1 公司内部简介 ....................................................................................................... 16 3.1.1 公司历史及发展 ........................................................................................... 16 3.1.2 公司组织结构 ............................................................................................... 16 3.2 公司工业片产品简介 ........................................................................................... 17 3.2.1研发团队 ........................................................................................................ 17 3.2.2生产过程 ........................................................................................................ 18 3.2.3销售形式 ........................................................................................................ 18 燕山大学工商管理硕士学位论文 - VI - 3.3 公司SWOT分析 .................................................................................................. 19 3.3.1优势分析（S） .............................................................................................. 19 3.3.2劣势分析（W） ..............................................................................