【作者】 王翠英；

【导师】 张越；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2025， 硕士

【摘要】 流体控制产品在日常生活中扮演着至关重要的角色,它确保了液体和气体的安全运输,降低了能源消耗。现代的流体控制产品不仅具有更高的精度和稳定性,还融入了智能化,网络化等先进技术,实现了远程监控,数据分析等功能,保障了使用的安全和健康,提高了生产效率,还推动了工业的发展和社会的进步。执行机构作为流体控制的关键设备,长久以来在高端市场一直被国外品牌占据,随着中国由制造大国向制造强国的转变,以及近年来国家战略保障要求国产化的提升,给国内流体控制产品企业提供了良好的发展契机,同时也帮助用户节省了大量的成本。本文以A公司执行机构产品为例,针对公司在中国市场营销策略上存在的问题,借助市场营销组合理论,4R理论,关系营销理论等,并结合A公司的实际情况,为A公司执行机构产品制定了符合中国市场和公司发展的营销优化策略。本文首先梳理了市场营销的相关理论和国内外文献综述,为后文的分析打下理论基础;并且对A公司产品的营销现状进行了分析,并运用问卷调查法以及面对面访谈法等探究了A公司在中国市场营销方面存在的问题及其影响因素;同时对公司的优势,劣势,机遇和挑战分别进行了SWOT分析;最后运用4P并结合4R理论,制定出了A公司执行机构产品中国市场的营销优化策略,并从制度,系统,文化,团队等维度提出具体的保障措施。本文经由制定A公司执行机构产品在中国市场的营销优化策略,旨在提高公司销售业绩,并提高市场占有率及渗透率,最终确立该公司在行业竞争中的优势。本文研究成果对A公司执行机构产品中国市场营销策略有着现实的指导意义,对其他流体控制行业的企业也具有一定的参考价值。更多还原

【Abstract】 Fluid control products play a vital role in our lives.They ensure the safe transportation of liquids,gases and reduce energy consumption.Modern fluid control products not only have higher precision and stability,but also incorporate advanced technologies such as intelligence and networking,realize remote monitoring,data analysis and other functions,which further ensure safety and health,improve production efficiency,and promote industrial development and social progress.As a key equipment for fluid control,actuators have long been occupied by foreign brands in the high-end market.In recent years,the national strategic guarantee requires further improvement in localization,which provides a good opportunity for domestic actuator product companies.At the same time,it also helps users save a lot of costs.Taking the fluid control products of company A as an example,this paper aims at the problems existing in the company’s marketing strategy in China,with the help of marketing mix theory,4R theory,relationship marketing theory,and combined with the actual situation of company A,a marketing optimization strategy for company A’s fluid control products that is in line with the Chinese market and company development has been formulated.This paper first sorted out the relevant theories of marketing as well as domestic and foreign literature reviews to lay a theoretical foundation for the subsequent analysis.Secondly,it analyzed the marketing status of company A’s fluid control products,and used questionnaire surveys and face-to-face interviews to explore the company’s problems and influencing factors in China’s marketing.At the same time,a SWOT analysis was conducted on the company’s strengths,weaknesses,opportunities and challenges.Finally,using 4P and 4R theory,a marketing optimization strategy for the Chinese market of company A’s fluid control department was formulated,and specific safeguard measures were proposed from the dimensions of institution,system,culture and teams.This paper aims to improve the company’s sales performance,increase market share and penetration,and ultimately establish the company’s advantages in industry competition by formulating a marketing optimization strategy for company A’s fluid control products in the Chinese market.The research results of this paper have practical guiding significance for the marketing strategy of company A’s fluid control products,and also have certain reference value for other companies in the fluid control industry.更多还原