【作者】 李春燕；

【导师】 孙芳芳；

【作者基本信息】 哈尔滨工业大学 ， 工商管理（专业学位）， 2025， 硕士

【摘要】 随着智能驾驶与人工智能加速融合,安全高效的交通运输系统备受关注。低空空域逐步开放,低空经济产业前景广阔,如2022年底深圳印发相关实施方案推动产业创新发展。激光雷达作为核心感知技术,在智能驾驶等领域至关重要。但市场需求增长下,行业竞争激烈、成本居高不下,技术与成本成为市场推广主要障碍。为此,激光雷达厂商需制定精准高效的营销策略,突出产品差异化与创新性,满足客户需求,提升竞争力,实现经济效益,抓住低空经济等新兴市场机遇,拓展份额,推动行业持续发展。在国内激光雷达行业蓬勃发展的当下,本研究聚焦于LS公司激光雷达的市场营销领域。首先,全面分析了LS公司激光雷达业务面临的宏观环境,包括政策导向、经济形势、社会需求及技术发展趋势,并审视了其内部资源、技术实力和人才储备。通过深入了解LS公司激光雷达的产品开发、定价策略、销售渠道及营销手段,我们发现其营销过程中因目标市场定位模糊,导致产品差异化不足、价格缺乏竞争力、销售渠道覆盖面分散以及推广不精准等问题。为此,运用STP目标市场分析法细分市场,结合LS公司自身优势与市场机会,精确确定目标市场及定位。接下来,从产品创新、价格调整、渠道优化及营销推广策略优化等方面提出解决方案:聚焦增量需求市场,提升产品力满足客户需求,加强成本管理,制定灵活竞争力的价格体系,结合客户分类搭建营销渠道,加强推广手段精准营销。为保障策略实施,人力资源管理层面将优化人才结构,培养引进专业营销人才,制定研发及交付团队激励机制;财务管理方面加强成本核算、预算管理和应收款管理;信息化管理角度则打通数据孤岛,搭建高效信息系统。同时,建立合规管理与风险监测机制,预警并应对市场风险、技术风险等,全方位确保LS公司激光雷达市场营销策略优化成功实施,助力其在市场竞争中脱颖而出。在激光雷达行业的激烈角逐中,LS公司若想崭露头角,必须依托科学且富有创新性的营销策略,构建起独特的竞争优势。本研究着力于优化LS公司激光雷达的市场营销策略,并期望这些策略的制定与推行,能够为国内同行中小企业,乃至整个高新技术产品领域的中小厂商提供借鉴,促进行业内的良性互动,助力高新技术产业实现可持续发展。更多还原

【Abstract】 With the accelerated integration of intelligent driving and artificial intelligence,safe and efficient transportation systems have received extensive attention.The low-altitude airspace is being gradually opened up,and the low-altitude economic industry has broad prospects.For example,at the end of2022,Shenzhen issued relevant implementation plans to promote industrial innovation and development.As a core perception technology,lidar is of great significance in fields such as intelligent driving.However,with the growth of market demand,the industry competition is fierce,and costs remain high.Technology and cost have become the main obstacles to market promotion.Therefore,lidar manufacturers need to formulate precise and efficient marketing strategies,highlight product differentiation and innovation,meet customer needs,enhance competitiveness,achieve economic benefits,seize opportunities in emerging markets such as the low-altitude economy,expand market share,and drive the sustainable development of the industry.In the context of the vigorous development of the domestic lidar industry,this study focuses on the marketing field of the lidar products of LS Company.Firstly,a comprehensive analysis is conducted on the macro environment faced by LS Company’s lidar business,including policy orientation,economic situation,social demands,and technological development trends,as well as an examination of its internal resources,technological strength,and talent reserves.Through an in-depth understanding of the product development,pricing strategies,sales channels,and marketing methods of LS Company’s lidar products,it is found that due to the vague positioning of the target market in its marketing process,there are issues such as insufficient product differentiation,lack of price competitiveness,scattered coverage of sales channels,and inaccurate promotion.To address these issues,the STP target market analysis method is used to segment the market,and combined with the company’s own advantages and market opportunities,the target market and positioning are accurately determined.Next,solutions are proposed from aspects such as product innovation,price adjustment,channel optimization,and marketing promotion strategy optimization:focusing on the incremental demand market,enhancing product capabilities to meet customer needs,strengthening cost management,formulating a flexible and competitive price system,building marketing channels based on customer classification,and strengthening promotion methods for precise marketing.To ensure the implementation of the strategy,at the human resources management level,the talent structure will be optimized,professional marketing talents will be cultivated and introduced,and incentive mechanisms for the R&D and delivery teams will be formulated;in terms of financial management,cost accounting,budget management,and accounts receivable management will be strengthened;from the perspective of information management,data silos will be broken,and an efficient information system will be established.At the same time,a compliance management and risk monitoring mechanism will be established to provide early warnings and responses to market risks,technological risks,etc.,and comprehensively ensure the successful implementation of the marketing strategy optimization for LS Company’s lidar products,helping it stand out in the market competition.In the fierce competition of the lidar industry,if LS Company wants to shine,it must rely on scientific and innovative marketing strategies to build unique competitive advantages.This study focuses on optimizing the marketing strategy of LS Company’s lidar products.It is expected that the formulation and implementation of these strategies can provide references for small and medium-sized enterprises in the domestic industry,as well as small and medium-sized manufacturers in the entire high-tech product field,promote positive interactions within the industry,and contribute to the sustainable development of the high-tech industry.更多还原