EMBA学位论文
作者：刁立
普中智能公司MES产品营销策略优化研究
普中智能公司MES产品营销策略优化研究
中文摘要
2021年中国制造业产业增加值居世界之首，多项指标问鼎全球，成为全球
工业引擎。尽管中国制造业在多个领域产值位居全球第一，但就整体而言，制
造业大而不强，尤其在推动制造业的业务系统和流程全面迈向智能化发展的进
程中面临一系列挑战。因此，我国在 2021年的“十四五”规划文件中明确将工
业互联网发展建设作为我国新型基础设施建设中的一项重要任务。在良好政治
环境和产业背景下，工业互联网发展正遇良机。在工业互联网的智能制造系统
构架中的生产制造执行系统（ MES）为企业生产过程的管理，降本、增效发挥
着巨大作用，因此被越来越多的企业所青睐。
当前，我国 MES软件在制造业渗透率仅占5%左右。随着工业互联网的发
展，国内市场需求在不断扩大，国内外厂商抢占市场的竞争也日趋激烈。在复
杂的市场环境中，普中智能公司的 MES业务增长缓慢，市场竞争优势逐渐减弱，
公司发展面临着严峻的挑战。因此，为使企业适应市场快速发展，提升竞争力，
扩大市场占有率，增加营收的目标得以实现，本文以普中智能公司为研究对象，
通过访谈、问卷调查的研究方式，展现 MES的营销现状及存在的问题，并对成
因加以分析和总结。同时基于对公司所处宏观环境、竞争格局、优劣态势的分
析，以 STP理论为指导，对MES进行了市场细分、选择和定位。基于上述分
析，本文将“4C”、“4R”、4E”营销理论进行组合，制定了以“客户→关系←
项目”为导向的多维度组合的营销策略，并用以解决企业在营销活动中关于产
品、价格、渠道、促销和人员结构所存在的问题。
最后，本文制定了营销策略实施的具体内容和计划，并从企业组织、资源
配置、薪酬制度、文化建设等方面加以讨论，提出改进建议以支持和保障营销
策略的有效实施。
本文的营销组合策略不仅对普中智能公司原有营销策略进行了优化和丰富，
指导其更好地开展营销活动，也为同类公司的工业互联网产品营销策略的制定
提供了参考。
关键词：普中智能，MES系统，整合营销，策略优化
I
EMBA学位论文
作者：刁立
普中智能公司MES产品营销策略优化研究
RESEARCH ON MES PRODUCT MARKETING
STRATEGY OPTIMIZATION OF PUZHONG
INTELLIGENT CO., LTD
Abstract
In 2021, The increased value of China's manufacturing industry ranked first in
the world and topped the world in several indicators, becoming a global industrial
engine. Although The output value of China's manufacturing industry ranks first in
the world in many fields, the manufacturing industry is large but not strong. It faces a
series of challenges in the process of promoting the business systems and processes of
the manufacturing industry to be fully intelligent. Therefore, China's "14th Five-Year
Plan" in 2021 clearly takes the development and construction of industrial Internet as
an important task in China's new infrastructure construction. Under the favorable poli-
tical environment and industrial background, the development of industrial Internet is
meeting a good opportunity. Manufacturing execution system (MES) in the intelligent
manufacturing system framework ofindustrial Internet plays a huge role inthe
management of enterprise production process, cost reduction and efficiency increase,
so it is favored by more and more enterprises.
At present, the penetrationrate of MES software in China's manufacturing
industry is only about 5%. With the development of industrial Internet, the domestic
market demand is expanding, domestic and foreign manufacturers to seize the market
competition is becoming increasingly fierce. In the complex market environment, the
MESbusinessofPuZhongIntelligentCompanygrowsslowly,the market
competitive advantage is gradually weakened, and the company's development is
facing severe challenges. Therefore, in order to enable the enterprise to adapt to the
rapid market development, enhance competitiveness, expand market share, increase
revenue to achieve the goal, this paper takes Pu Zhong Intelligent Company as the
research object, through Interviews,questionnaire survey research method, show
MES marketing status and existing problems and analyze and summarize the causes.
At the same time, based on the ana-lysisof the company's macro environment,
competition pattern, advantages, and disadvantages of the situation, guided by STP
II
EMBA学位论文
作者：刁立
普中智能公司MES产品营销策略优化研究
theory, the market segmentation, selection and positioning of MES. Based on the
above analysis, this paper combines the marketing theories of "4C", "4R" and "4E",
andmakes amulti-dimensionalcombination marketingstrategyoriented by"
Customer→Relevancy←Project ", which is used to solve the problems existing in
product, price, channel, promotion and personnel structure in marketing activities of
enterprises.
Finally, this paper formulated the specific content and plan of marketing strategy
implementation, discussed from the aspects of enterprise organization, resource allo-
cation, cultural construction, salary system, and put forward improvement suggestions
to support and guarantee the effective implementation of marketing strategy.
The combinationmarketing strategy ofthis paper notonly optimizedand
enriched the original marketing strategy of Pu Zhong Intelligent Company, guided it
to better carry out marketing activities, but also provided reference for the formulation
of industrial Internet product marketing strategy of similar companies.
Key words： Puzhong Intelligence, MES system, Integrated marketing, Strategy
optimization
III