中文摘要
中文摘要
在世界经济处于重大转折期的今天，经济全球化，生产国际化，贸易自由
化已经成为时代的主流。制造业的国际化必要性以及出口依赖性逐步增加。最
近几年，伴随着我国出台一系列的刺激政策，使得光伏产业市场有所升温，同
时针对等静压石墨产品的实际需求也有所提升，于是 JN公司开始迎来重大发展
机遇。
JN公司作为一家在国内外行业内具有较高影响力的私营企业，其主要经营
业务是石墨相关产品的生产、销售、研发以及对内对外贸易等。本文通过对市
场营销相关文献做出归纳整理，对 JN公司营销现状进行汇总探讨，然后对问卷
调查进行分析，研判出 JN公司目前营销策略所存在的具体问题，并作出归因分
析,接着应用 PEST营销理论分析当前 JN公司所处的外部宏观环境；通过波特“五
力”模型分析石墨行业以及公司的主要竞争对手；在针对 JN公司内外部竞争环
境做出全面分析的基础之上，应用 STP相关理论完成了目标市场定位；通过采
用 4PS理论，针对 JN公司当前的营销工作实践情况展开了深入的分析。在此基
础上，从 JN公司实际出发，有针对性的提出了营销策略优化方案与方案实施保
障措施，以期能够为进一步提高 JN公司营销水平、促进 JN公司核心竞争力的
形成与发展起到有效的帮助。
本文的主要结论如下：
(1)JN公司营销策略现状和存在的问题，包括产品组合深度和广度不足,产品
质量有待提高,新产品研发效率低、周期长,定价法单一,缺乏价格支持政策,产品
价格不灵活，渠道结构凌乱,渠道成员之间的利益分化，渠道开拓和激励机制不
完善,渠道管理能力薄弱,缺乏新型的媒体促销，促销手段单一化，宣传活动少。
(2)在对 JN公司营销策略现状及存在问题进行系统分析的基础上，分别从产
品、价格、渠道以及促销等四个不同维度对如何优化 JN公司营销策略给出了具
体化的对策和建议，以提高 JN公司市场份额，进一步巩固其在等静压石墨行业
的领先地位。
最后，从组织体系、企业文化建设、人力资源三个角度来提出具体的保障
措施，来确保 JN公司市场营销策略的有效实施。
关键词：JN公司；等静压石墨；市场营销；STP；保障措施
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Abstract
Abstract
Today, when the world economy is in a major turning point, economic
globalization, production internationalization and trade liberalization have become
the mainstream of the times. The necessity of internationalization and export
dependence of manufacturing industry are gradually increasing. In recent years, with
the introduction of a series of stimulus policies in China, the photovoltaic industry
market has warmed up. At the same time, the actual demand for isostatic pressing
graphite products has also increased, so JN company began to usher in major
development opportunities.
As a private enterprise with high influence in the industry at home and
abroad,JN company is mainly engaged in the production, sales, R & D and domestic
and foreign trade of graphite related products. This paper summarizes and arranges
the relevant marketing literature, summarizes and discusses the current marketing
situation of JN company, then analyzes the questionnaire survey, studies and judges
the specific problems existing in JN company's current marketing strategy, makes
attribution analysis, and then analyzes the external macro environment of JN
company by using pest marketing theory; Analyze the graphite industry and the
company's main competitors through Porter's "five forces" model; Based on the
comprehensive analysis of the internal and external competitive environment of JN
company, the target market positioning is completed by using STP related theory; By
adopting 4Ps theory, this paper makes an in-depth analysis on the current marketing
practice of JN company. On this basis, starting from the reality of JN company, this
paper puts forward the marketing strategy optimization scheme and scheme
implementation guarantee measures, in order to further improve the marketing level
of JN company and promote the formation and development of JN company's core
competitiveness.The main conclusions of this paper are as follows:
(1) The current situation and existing problems of JN's marketing strategy,
including insufficient depth and breadth of product portfolio, product quality to be
improved, low efficiency and long cycle of new product R & D, single pricing
method, lack of price support policy, inflexible product price, messy channel structure,
II

Abstract
interest differentiation among channel members, weak channel management ability,
imperfect channel development and incentive mechanism, Lack of new media
promotion, single promotion means and few publicity activities
(2) Based on the systematic analysis of the current situation and existing
problems of JN company's marketing strategy, this paper gives specific
countermeasures and suggestions on how to optimize JN company's marketing
strategy from four different dimensions: product, price, channel and promotion, so as
to improve JN company's market share and further consolidate its leading position in
isostatic pressing graphite industry.
Finally, it puts forward specific safeguard measures from the perspectives of
organizational system, corporate culture construction and human resources to ensure
the effective implementation of JN company's marketing strategy.
Key words: jn company; Isostatic graphite; marketing management; STP；
Safeguard measures
III
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