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论文编号：	13636
作者编号：	2320200315
上传时间：	2022/12/5 13:29:23
中文题目：	LD科技公司营销策略研究
英文题目：	Research on marketing strategy of LD technology company
指导老师：	刘建华
中文关键字：	工业4.0；工业移动机器人；LD科技公司；服务营销；营销组合策略
英文关键字：	Industry 4.0; Industrial mobile robot; LD technology company; Service marketing；Marketing mix strategy
中文摘要：	摘要 工业4.0时代，物流智能化革新将工业移动机器人热度推向高潮，企业通过智能机器人生产作业实现降本增效的趋势已越来越明显。由于高密集劳动力作业模式特点，物流已成为移动机器人企业重点关注的行业发展对象，也因此涌现出越来越多的机器人厂商来争夺行业内领地。在日渐增多的机器人厂商中，LD科技公司作为工业移动机器人领域的新兴技术代表者之一，抢先在物流行业拉开了柔性化解决方案的序幕，而这也引起了市场中其他企业的纷纷效仿。可以预见的是，在未来短暂几年内，LD公司会面对越来越多的市场竞争者，如何在同品类中赢得差异化竞争优势是LD必然思考的课题。 本文以LD科技公司为对象，结合相关营销理论，对其进行了研究分析并提出相关营销组合策略。首先，对于LD企业发展概况以及营销现状进行了介绍与陈述，总结了LD目前在市场营销方面的一些问题与短板。运用环境分析工具和五力模型对LD的宏观外部环境和竞争环境加以解析，分析出公司目前所面临的机遇与挑战，进而利用SWOT对公司当前市场环境的优劣势进行剖析进一步明确改善方向。然后，再运用STP理论辅助LD明确更精准的市场定位，结合7Ps服务营销理论为其制定营销策略组合作为差异化竞争的基础。最后，为使得相关营销策略能够得以实现，从营销组织、企业文化与人员制度、信息系统三个方面提出实施保障措施。 通过研究的进行，将营销理论运用到LD市场营销的过程环节中，旨在能帮助LD公司有效解决当前市场营销中的问题并利于其营销体系的完善。希望本文的研究能对LD公司进一步增加差异化竞争优势以及对未来的战略谋划起到一定的启示和参考的作用。日益高涨的市场需求、逐渐明朗的市场前景、快速扩大的产业规模，越来越多的工业移动机器人企业进入到以服务用户而进行价值创造的过程当中，同时期望能给其他同类企业在市场营销层面带来一定的参考和借鉴意义。 关键词：工业4.0；工业移动机器人；LD科技公司；服务营销；营销组合策略
英文摘要：	Abstract In the era of Industry 4.0, the intelligent innovation of logistics has pushed the popularity of industrial mobile robots to a climax. The trend of enterprises to reduce costs and increase efficiency through intelligent robot production has become increasingly obvious. Due to the characteristics of highly intensive labor operation mode, logistics has become the industry development object that mobile robot enterprises focus on. Therefore, more and more robot manufacturers have emerged to compete for the territory of the industry. Among the increasing number of robot manufacturers, LD Technology Company, as one of the emerging technology representatives in the field of industrial mobile robots, has been the first to open the prelude to flexible solutions in the logistics industry, which has also caused other enterprises in the market to follow suit. It can be predicted that in the next few years, LD will face more and more market competitors. How to win differentiated competitive advantages in the same category is an inevitable topic for LD to think about. This paper takes LD Technology Company as the object, combining with relevant marketing theories, studies and analyzes it and puts forward relevant marketing mix strategies. First of all, the development overview and marketing status of LD enterprise are introduced and stated, and some problems and weaknesses in marketing of LD are summarized. Use environment analysis tools and five forces model to analyze the macro external environment and competitive environment of LD, analyze the opportunities and challenges faced by the company at present, and then use SWOT to analyze the advantages and disadvantages of the company's current market environment to further clarify the direction for improvement. Then, STP theory is used to assist LD to define more precise market positioning, and 7Ps service marketing theory is used to formulate marketing strategy combination for LD as the basis for differentiated competition. Finally, in order to realize the relevant marketing strategies, the implementation safeguards are proposed from three aspects: marketing organization, corporate culture and personnel system, and information system. Through the research, the marketing theory is applied to the process of LD marketing, aiming to help LD company effectively solve the current marketing problems and improve its marketing system. It is hoped that the research in this paper can play a role of inspiration and reference for LD Company to further increase its differentiated competitive advantage and strategic planning in the future. With the rising market demand, gradually clear market prospects, and rapidly expanding industrial scale, more and more industrial mobile robot enterprises are entering the process of value creation to serve users, and at the same time, they expect to bring some reference and reference significance to other similar enterprises in the marketing level. Key Words: Industry 4.0; Industrial mobile robot; LD technology company; Service marketing；Marketing mix strategy
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