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论文编号：	15794
作者编号：	2320234099
上传时间：	2025/12/10 9:47:06
中文题目：	A公司商用冷柜产品营销策略优化研究
英文题目：	Research on Optimization of Marketing Strategies for Company A’s Commercial Refrigeration Solutions
指导老师：	刘建华
中文关键字：	商用冷柜；市场定位；营销策略
英文关键字：	Commercial Freezers; Market Positioning; Marketing Strategy
中文摘要：	在“双碳”战略和《“十四五”冷链物流发展规划》指引下，商用冷柜纳入国家重点节能产品推广目录，享受绿色采购、以旧换新与出口退税叠加政策。2024年行业规模约353亿元，年产1747万台，出口占比46.3%，年复合增速保持7%左右。R290、CO?等环保制冷剂应用比例已超30%，变频与智能物联渗透率快速提升，国家骨干冷链基地、县域商业体系建设持续释放需求，预制菜、生鲜电商、医药冷链等新兴场景扩容，拉动更新与新增双重市场。 本文以商用冷柜行业A公司为研究对象，重点分析大客户营销策略，通过对背景研究、营销理论回顾结合企业现状运用科学的方法，发现问题、研究问题、解决问题，最终总结具体的方法论并辅导企业实现长期盈利和增长。本文所涉及的商用冷柜行业，经历了多年的沉淀与发展，公认为竞争进入白热化阶段。商用冷柜行业主要以给国内外品牌商（例如：Nestle、Coca-Cola、伊利、农夫山泉等）提供定制化冷柜为主，收入占比超80%，同时结合线上、线下零售渠道，进行标品商用冷柜的销售，该部分占比不到20%。所以，大客户市场成为竞争对手们纷纷入局抢占的战略要地，本文所描述的A公司是商用冷柜行业第一家以公司建制服务客户的团队，历经多年的发展，业绩从5亿一路飙升到20亿左右，通过口碑、服务、质量等一度成为中国制造业“商用冷藏、冷冻展示柜单项冠军”企业。本文通过对A公司的研究，可以为行业相关人员提供借鉴和经验，同时为其他行业的大客户销售提供有效的方法和前瞻的思路。 本文结合PEST分析、SWOT分析、五力模型分析等工具从宏观、微观角度分析商用冷柜行业发展趋势，分析A公司的市场竞争格局和态势，运用STP理论深入分析客户、用户的实际需求并结合4P营销策略、服务组合策略等进行营销策略提升满足市场需求。 本文研究，一方面有助于提升A公司市场竞争力，促进企业快速、良性发展。另一方面，为我国商用冷柜行业的市场定位及营销策略制定提供了一些参考。
英文摘要：	Guided by the "Dual Carbon" strategy and the "14th Five-Year Plan for Cold Chain Logistics Development", commercial freezers are included in the national key energy-saving product promotion catalog, enjoying overlapping policies like green procurement, trade-in, and export tax rebates. In 2024, the industry reached ~35.3 billion yuan in scale, with 17.47 million annual output units, 46.3% export share, and ~7% compound annual growth rate (CAGR). Environmentally friendly refrigerants (e.g., R290, CO?) have over 30% application ratio, while frequency conversion and intelligent IoT penetration rises rapidly. Demand is driven by national key cold chain base construction, county-level commercial system development, and emerging scenarios such as prepared dishes, fresh food e-commerce, and pharmaceutical cold chains. The industry is highly competitive, with over 80% of revenue from customized freezers for brand owners (e.g., Nestle, Coca-Cola), making key accounts a strategic focus. This paper studies Company A—a pioneer in building a dedicated customer service team in the industry, with performance growing from 500 million to ~2 billion yuan and once a "single-item champion" in China’s commercial refrigerated/frozen display cabinet manufacturing. Using PEST, SWOT, Five Forces Model, STP theory, and 4P strategy, the paper analyzes industry trends and Company A’s competition. It aims to enhance Company A’s competitiveness, promote its healthy development, and provide references for China’s commercial freezer industry’s market positioning, marketing strategy formulation, and key account sales in other sectors.
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