I 摘要 随着互联网技术的兴起和应用，依靠互联网产生的硬件设备也应运而生，人们 享受着互联网带来的便利，同时也消费着各式各样的电子产品。由于需求的大力带 动，各种电子产品制造商及其上下游企业也随之发展，努力生产出不同类型的产品， 丰富着供应市场。本文选取的A新能源公司就是以聚合物软包电池为主打产品，经 过二十年的发展，已成为行业内龙头企业，与苹果、联想、华为、摩托罗拉等国内 外知名企业建立战略伙伴关系，拥有稳固的市场地位，但同时也面临着行业发展所 带来的激烈市场竞争。 本文聚焦A新能源公司在聚合物软包电池产品市场营销推广中的战略目标和面 临的挑战，运用PEST模型、波特五力模型、SWOT模型等方法工具对其市场营销环 境进行分析，深入调研其营销策略现状与存在的问题，再结合市场营销STP理论和 4P理论，制定A新能源公司聚合物软包电池市场营销策略优化方案。本文的研究能 为同类企业产品的市场营销提供借鉴和指导，有助于企业增加销售量，获得市场优 势，提高综合竞争力，实现长远稳定的发展。 全文共分为八个部分：一、阐述研究背景、意义、思路、方法及国内外研究现 状等；二、介绍PEST、SWOT、波特五力模型相关理论基础及研究综述；三、分析 了聚合物软包电池市场营销环境；四、介绍A新能源公司聚合物软包电池推广策略 的现状与问题；五、针对聚合软包电池推广现状与问题，提出了营销推广策略优化； 六、提供了市场推广营销策略的实施保障；七、市场推广策略应用案例介绍；八、 总结研究结论、局限性及未来展望。 关键词：聚合物软包电池产品；市场营销；策略研究；A新能源公司 广东工业大学硕士学位论文 II Abstract With the rise and application of Internet technology, the hardware devices that rely on the Internet come into being. People enjoy the convenience brought by the Internet, but also consume a variety of electronic products. Driven by the demand, all kinds of electronic product manufacturers and their upstream and downstream enterprises also develop, striving to produce different types of products, enriching the supply market. A new energy company selected in this paper takes polymer pouch battery as the main product. After 20 years of development, it has become a leading enterprise in the industry. It has established strategic partnership with apple, Lenovo, Huawei, Motorola and other well-known enterprises at home and abroad, and has a solid market position. However, A company has not done enough in marketing, and there is great room for improvement. This paper through analysis problems during A company marketing promotion, considering marketing environment, meanwhile, along with 4P theory, to make A company's marketing strategy. It will further broaden the channels for the sales of products, increase the sales volume, so as to gain the market advantage, improve the comprehensive competitiveness of the company, and achieve long-term and stable development. The paper is divided into eight parts: first, it describes the research background, significance, ideas, methods, etc.; second, related theory introduction; third, it analysis marketing environment; fourth, it analysis A company current market extend situation and problems; fifth, provided improve methods; sixth, Marketing strategy safeguards; seventh, A company marketing strategy apply to different application; eighth, summarize the research conclusions, limitations and future prospects. Keywords: Polymer pouch battery products; Marketing Promotion; Operational Research; A New Energy Company 目 录 III 目 录 摘要 ................................................................................................................................ I Abstract ........................................................................................................................... II 目 录 ............................................................................................................................. III Contents ......................................................................................................................... VI 第一章 绪论 ................................................................................................................... 1 1.1研究背景 ........................................................................................................... 1 1.2研究目的与意义 ................................................................................................ 3 1.3国内外研究现状 ................................................................................................ 3 1.3.1国内研究现状 ......................................................................................... 3 1.3.2国外研究现状 ......................................................................................... 5 1.4研究思路和方法 ................................................................................................ 6 1.4.1研究思路和框架 ..................................................................................... 6 1.4.2研究方法 ................................................................................................. 7 第二章 相关理论与方法 ................................................................................................ 8 2.1PEST分析模型 .................................................................................................. 8 2.2波特五力分析模型 ............................................................................................ 9 2.3SWOT分析模型 .............................................................................................. 10 2.4STP理论 ........................................................................................................... 11 2.54P理论 ............................................................................................................. 12 第三章 A新能源公司聚合物软包电池营销环境分析 ............................................... 15 3.1基于PEST的宏观环境分析 ........................................................................... 15 3.1.1政治法律环境分析 ............................................................................... 15 3.1.2经济环境分析 ....................................................................................... 15 3.1.3社会文化环境分析 ............................................................................... 16 3.1.4技术环境分析 ....................................................................................... 16 3.2基于波特五力模型的行业竞争环境分析 ....................................................... 16 3.2.1潜在进入者的威胁 ............................................................................... 18 3.2.2替代品的威胁 ....................................................................................... 18 广东工业大学硕士学位论文 IV 3.2.3供应商讨价还价的能力 ....................................................................... 18 3.2.4买方讨价还价的能力 ........................................................................... 18 3.2.5同行业内现有企业之间的竞争 ............................................................ 18 3.3公司内部环境分析 .......................................................................................... 19 3.3.1营销渠道分析 ....................................................................................... 19 3.3.2人力资源分析 ....................................................................................... 20 3.3.3财力资源分析 ....................................................................................... 20 3.3.4技术资源分析 ....................................................................................... 20 3.4SWOT分析 ...................................................................................................... 20 3.4.1优势分析 ............................................................................................... 21 3.4.2劣势分析 ............................................................................................... 22 3.4.3机会分析 ............................................................................................... 22 3.4.4威胁分析 ............................................................................................... 23 第四章 A新能源公司聚合物软包电池营销策略现状与问题 ...........