交通运输是一个国家的基础战略产业，是一国经贸交往的重要方式，其发展关 系到民生和整个社会的经济发展，是国家国民经济必不可缺的重要支撑部分。进入 二十一世纪，随着社会的快速发展，城市化进程日益加快，我国很多城市都面临着 交通拥堵的问题，而发展轨道交通成为许多城市在当前道路供给已趋于饱和的背景 下解决交通问题的一项行之有效的方法。中国交通运输行业进入了蓬勃发展时期， 其发展同时给交通运输配套装备企业的快速发展提供了巨大的市场需求以及消费后 市场。然而作为轨道交通运输配套装备企业，如何才能实现在目标市场占领优势份 额，分得轨道交通行业蓬勃发展的奶酪？这是很多企业在思考的问题。 本论文首先运用PEST模型对H公司所处的外部宏观环境进行分析；运用波特五 力模型对公司所处的行业环境及竞争对手进行剖析；应用4C理论框架从客户角度研 究客户需求；最后结合公司备件营销现状，挖掘出公司当前备件销售中存在的四大 不足之处：缺乏产品组合、客户关系薄弱、服务相对弱化、销售价格过高。论文进 一步用定量的分析方式研究了客户的满意度情况、市场运行项目情况及备件销售之 间的潜在关联性，借助前辈学者成熟的工业品市场营销理论，构建出了针对H公司 当前状况的4条备件营销策略：产品策略、关系策略、服务策略、价值策略。并且 通过人力资源、资金管理、技术创新、品牌建设四个方面对4条营销策略的实施进 行了保障，确保策略有效的落地执行。 本文的研究结果对H公司的备件营销有直接的指导作用，对其他类似的企业也 具有一定的借鉴参考价值。 关键词：工业品；轨道交通；营销策略；备件 III Abstract Transportation is a basic, leading and strategic industry, and is an important support and strong guarantee for economic and social development. As an important way of social, economic and trade exchanges, the transportation industry has become an indispensable part of China's economy. With the acceleration of urbanization, most cities in China are facing the problem of traffic congestion, and the development of rail transit has become the choice of many cities to solve traffic problems in the state of road supply saturation. The vigorous development of transportation industry provides a huge market demand and post-consumer market to the transportation supporting equipment enterprises. Then, as a rail transit transportation supporting equipment enterprises, how to achieve the target market and occupy the dominant share, how to share the cheese from repaid development of rail transit industry? This is a question many enterprisers are thinking about. Firstly, this paper uses PEST model to analyze the external macro environment in which H company is located, and uses the Porter five-force model analyzes the industry environment and competitors of H company. Secondly, it applied the 4C theoretical framework to study customer demand from the perspective of customers. Finally, combined with the company's spare parts marketing status, found that the company's current spare parts sales have four major shortcomings: weak customer relations, relatively weak service, sales price is too high and short of product portfolio. This paper further studies the potential relationship between customer satisfaction, market operation projects and spare parts sales by quantitative analysis. With the help of the mature industrial product marketing theory of predecessors, four spare parts marketing strategies are constructed for H company. They are product portfolio strategy, value strategy, customer relation strategy and service strategy. And through four aspects: human resources, capital management, technological innovation and brand building to ensure the effective implementation of 4 marketing strategies. The results of this paper have a direct guiding effect on the spare parts marketing of H company, and also have some reference value to other similar enterprises. Keywords：Industrial Products; Rail Transit; Marketing; Strategy; Spare Parts 目录 致谢 .................................................................................................................................. I 摘要 ................................................................................................................................ II Abstract ......................................................................................................................... III 目录 .................................................................................................................................. IV 第1章 绪论 ....................................................................................................................... 1 1.1选题背景与研究意义 .................................................................................................. 1 1.1.1 选题背景 ................................................................................................................ 1 1.1.2 研究目的 ................................................................................................................ 4 1.1.3 研究意义 ................................................................................................................ 4 1.2国内外研究现状 .......................................................................................................... 5 1.2.1 国外研究现状 ........................................................................................................ 5 1.2.2 国内研究现状 ........................................................................................................ 8 1.2.3 国内外研究现状评述 .......................................................................................... 10 1.3 研究内容与技术线路 ................................................................................................ 10 1.3.1 研究内容 .............................................................................................................. 10 1.3.2 技术线路 .............................................................................................................. 11 1.4 研究方法与创新点 .................................................................................................... 13 1.4.1 研究方法 .............................................................................................................. 13 1.4.2 创新点 .................................................................................................................. 13 第2章 H公司发展现状及环境分析 .............................................................................. 14 2.1 H公司概况介绍 ......................................................................................................... 14 2.1.1 公司、产品介绍 .................................................................................................. 14 2.1.2 公司主营业务及业绩表现 .................................................................................. 16 2.2 H公司宏观环境分析 ................................................................................................. 17 2.2.1 政治政策因素 ...................................................................................................... 17 2.2.2 经济因素 .............................................................................................................. 18 2.2.3 科技因素 .............................................................................................................. 19 2.2.4 社会因素 .............................................................................................................. 20 2.2.5 外部宏观环境分析结论 ...................................................................................... 20 2.3 波特五力模型分析 .................................................................................................... 21 2.3.1 供应商讨价还价的能力 ...................................................................................... 21 2.3.2 买方讨价还价的能力 .......................................................................................... 22 2.3.3 潜在的新进入者的威胁 ...................................................................................... 22 2.3.4 替代产品或服务的威胁 ...................................................................................... 23 2.3.5