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论文编号：	14218
作者编号：	2320213773
上传时间：	2023/12/8 19:36:46
中文题目：	S公司流量计业务营销策略研究
英文题目：	Research on Marketing Strategy of S Company''s Flowmeter Business
指导老师：	许晖
中文关键字：	流量计；营销策略；4Ps；保障体系
英文关键字：	Flow meter; Marketing Strategy; Breaking the Game; Guarantee System
中文摘要：	S公司是国内一家集流量计研发、制造、销售于一体的民营企业。自2006年公司成立以来，凭借自身的团队优势、产品优势、营销优势快速打开市场占据了一席之地并保持多年高速增长，历经若干年逐渐发展成为行业的头部企业，在通用流量计产品市场保持着较大的销售量和占有率。前期快速的积累支撑起了S公司的更大规模投入，尤其是在生产场地、设备、人员上的大规模投入，历经数年建成国内规模最大、最为先进的生产基地之一。 大规模的固定资产投入和人员投入使S公司整体运营成本、制造费用、销售费用几乎在同时不断提高，再加上流量计市场格局的变化，竞争的分化与加剧，S公司的初期优势正在逐渐丧失：ODM市场产品附加值降低，边际效应明显；自主品牌销售战略不明确造成了公司整体方向不明确，虽然综合营收在持续增长，但未能在细分市场建立绝对的竞争优势。近三年营销收入增长缓慢，且因营销收入与人员规模、生产规模逐渐不成正比，而得不到利润体现。 在研发、产品没有革命性迭代的情况下，如何在巩固原有市场的前提下拓展新的市场，如何破局，如何拉动产能，如何兼顾利润与产量，这无疑对S公司的营销能力提出了新的挑战与要求。 本文以S公司为研究对象，首先，具体分析了S仪表公司所面临的宏观环境和行业竞争环境；其次，使用PEST、SWOT等工具分析了S仪表公司的竞争优劣势、机会和挑战，当前所面临的问题和痛点；然后，根据STP理论和4Ps理论提出改善方案，包括目标市场的选择、市场定位的确定以及根据目标市场与定位而设计的营销策略；再次，从组织资源、人力资源、营销过程管理、流程制度四大维度讲述了S公司营销策略的保障体系；最终，得出研究的结论并提出展望。
英文摘要：	S Company is a private enterprise in China that integrates the research and development, manufacturing, and sales of flow meters. Since its establishment in 2006, the company has quickly opened up a market and maintained high-speed growth for many years with its own team advantages, product advantages, and marketing advantages. After several years, it has gradually developed into a leading enterprise in the industry, maintaining a large sales volume and market share in the general flow meter product market. The rapid accumulation in the early stage supported S Company's larger investment, especially in production sites, equipment, and personnel. After several years, it has built one of the largest and most advanced production bases in China. The large-scale investment in fixed assets and personnel has led to an almost simultaneous increase in the overall operating costs, manufacturing expenses, and sales expenses of S company. In addition, with the changes in the flow meter market pattern and the differentiation and intensification of competition, S company's initial advantages are gradually losing: the added value of ODM market products is decreasing, and the marginal effect is obvious; The unclear sales strategy of independent brands has resulted in unclear overall direction for the company. Although comprehensive revenue continues to grow, it has failed to establish an absolute competitive advantage in segmented markets. In the past three years, the growth of marketing revenue has been slow, and due to the gradual imbalance between marketing revenue and personnel size and production scale, profits cannot be reflected. In the absence of revolutionary iterations in research and development and product development, how to expand into new markets while consolidating the existing market, how to break the situation, how to drive production capacity, and how to balance profit and output undoubtedly pose new challenges and requirements for S Company's marketing capabilities. This thesis takes S Company as the research object. Firstly, it specifically analyzes the macro environment and industry competition environment faced by S Instrument Company; Secondly, tools such as PEST and SWOT were used to analyze the competitive advantages, disadvantages, opportunities, and challenges of S Instrument Company, as well as the current problems and pain points it faces; Then, based on STP theory and 4Ps theory, propose improvement plans, including selecting target markets, determining market positioning, and designing marketing strategies based on target markets and positioning; Once again, the guarantee system of S Company's marketing strategy is described from four dimensions: organizational resources, human resources, marketing process management, and process systems; Finally, draw conclusions from the research and propose prospects.
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