摘要
摘要
“十四五”期间，国家不断出台电力行业利好政策，拓展了电力装备的市场
需求，大量新兴企业进入该领域，市场竞争尤为激烈，同时，互联网平台的兴起
和发展，进一步加剧了这种竞争。JN电力设备公司从事高低压开关柜、变压器、
电缆等产品的生产销售，同时，还代理诸如德力西等其他厂家产品的销售，经过
10多年的发展，尽管取得了一定成绩，但面对新的竞争环境，JN电力设备公司发
展处于萎缩状态，特别是与同类型企业相比，其网络营销业务存在很大不足。因
此，以 JN电力设备公司为例，运用市场营销的相关理论，结合公司经营实际，对
标标杆企业，通过构建网络营销策略，优化线上线下资源配置，扩大营销规模，
能够改善 JN电力设备公司的销售环境，也对于同类企业的网络营销有一定的借鉴
意义。
首先，基于国家产业战略转型的契机下，从 JN电力设备公司的营销管理现状
出发，分析了该公司传统营销和网络营销经营效益，包括自有产品和代理产品的
销售状况。其次，利用问卷调查对公司当前的营销情况进行客观分析，通过
SPSS23.0软件的分析，问卷的效度和信度都达到了要求。通过问卷调查结果发现
公司在营销方面还存在着诸如服务意识薄弱、推广渠道单一、价格竞争激烈、产
品策略不够灵活、促销策略落后等问题，由此得出 JN公司需结合发展实际，对标
行业龙头企业，继续优化公司的网络营销策略。再次，基于 4P策略，JN电力设备
公司制定了丰富化产品策略、差异化定价策略、多渠道策略、精准化促销策略等，
以提升公司的销售总额，并对优化后的网络营销策略效果进行了验证，无论是市
场渠道开拓还是销售总额均有不同程度的提升，达到了预期效果。最后，结合 JN
电力设备公司的实际情况，在团队建设、营销风险控制、技术创新和企业文化方
面提出了具体的保障措施。
针对 JN电力设备公司所提出的营销策略，不仅能够推进公司网络营销的实际
发展，扩大公司的市场占有率，提升公司知名度，而且此策略方案还可以为其他
公司相关业务提供借鉴。
关键词：电力设备；网络营销；问卷调查；4P营销策略；保障措施
摘要
Abstract
During the 14th Five Year Plan period, the state has continuously issued favorable
policies for the power industry, expanding the market demand for power equipment. A
large numberof emerging enterpriseshave enteredthis field, andthe market
competition is particularly fierce. At the same time, the rise and development of Internet
platforms aggravate this competitive trend. JN power equipment company is engaged in
the production and sales of high and low voltage switchgear, transformer, cable and
other products. At the same time, it also acts as an agent for the sales of products of
other manufacturers such as Delixi. After more than 10 years of development, although
it has made some achievements, in the face of the new competitive environment, the
development of JN company is in a shrinking state, especially in network marketing,
there is still a big gap with similar enterprises. Therefore, taking JN power equipment
company as an example, using the relevant theories of marketing and combined with the
actual operation of the company, benchmarking enterprises, through the construction of
network marketingstrategy, integrating onlineand offline resources,optimizing
allocation and expanding marketing scale, which can not only improve the sales
environment of JN company, but also have a certain reference significance for the
network marketing of similar enterprises.
First of all, based on the opportunity of national industrial strategic transformation,
starting from the current situation of marketing management of JN Power Equipment
Company, it studies and analyzes the operating benefits of the company's traditional
marketing and network marketing, including the sales status of its own products and
agency products. Secondly, use the questionnaire survey to objectively analyze the
current marketing situation of the company, Through the analysis of SPSS23.0 software,
the validity and reliability of the questionnaire have reached the requirements. Through
the questionnaire survey results, it is found that the company still has problems in
marketing, such as weak service awareness, single promotion channel, fierce price
competition, inflexible product strategy, and backward promotion strategy. Leading
enterprises, continue to optimize the company's network marketing strategy. Thirdly,
摘要
based on the 4P strategy, JN Company has formulated enriched product strategy,
differentiated pricing strategy, multi-channel strategy, precise promotion strategy, etc. to
increase the company's total sales, and verified the effect of the optimized network
marketing strategy. Both market channel development andtotal sales have been
improved to varying degrees, and the expected results have been achieved. Finally, the
smooth implementation of network marketing strategy requires certain safeguards.
Combined with the actual situation of JN Company, specific safeguard measures are
given.
The network marketing strategy of JN company proposed here can directly guide
the company's network marketing practice, promote the company's brand awareness and
market share expansion, and can also provide reference for similar power equipment
companies to formulate network marketing strategies.
Keywords: Powerequipment, Internetmarketing, Questionnaire survey,4P
marketing strategy , Safeguard measures