研 究 生： 付 金 丹
指导教师： 高 百 宁
摘 要
目前国内油泵油嘴欧亿·体育（中国）有限公司竞争非常激烈，一拖燃油喷射有限公司在油泵油嘴
欧亿·体育（中国）有限公司尽管起步较早，但自始至终没有做精做强，没有进入油泵油嘴欧亿·体育（中国）有限公司的领先行
列，尤其在营销策略方面存在诸多问题，产品的市场销量和市场占有率一直难有
提升。本文将以一拖燃油喷射有限公司营销策略作为研究课题，研究一拖燃油喷
射有限公司在将来应该采取的营销策略组合，以获得可持续发展态势。
本文通过对一拖燃油喷射有限公司的现状分析，找出一拖燃油喷射有限公
司在产品及品牌、价格、营销渠道、促销和售后服务这五个方面存在的问题，并
且利用 PEST 分析法对一拖燃油喷射有限公司所处的宏观环境进行分析，利用波
特五力分析模型对一拖燃油喷射有限公司所处的竞争环境进行分析，此外还运用
SWOT 法综合分析了企业的优势和劣势、机会与威胁。通过以上分析，本文对
企业的产品市场进行了分类，确定了产品的目标市场及市场定位，在此基础上，
从产品、价格、渠道、促销四个方面提出了营销策略建议，在售后方面则提出建
立客户关系管理系统。
本文综合运用了所学的市场营销理论知识，为一拖燃油喷射有限公司制定
了既符合油泵油嘴欧亿·体育（中国）有限公司国内市场发展趋势又切合企业自身发展潜力的营销组合策
略。本文的研究成果可以为欧亿·体育（中国）有限公司内其他企业提供借鉴意义和参考价值。
关 键 词：油泵油嘴 营销策略 客户关系管理
论文类型：应用研究
ABSTRACT
At present, oil pump and nozzle industry competition is intense in china. YTO
Fuel Pump Co.,Ltd. started earlier, but never doing fine and stronger, not into the oil
pump and nozzle of the leading industry ranks. There are many problems in marketing
strategies, market sales and market share have been difficult to improve. This paper
chooses the marketing strategies of YTO Fuel Pump Co.,Ltd. as the subject, and
analyzes the markering mix strategy available for the company in the future, to achieve
the persistent development.
This paper analyses the current situation of YTO Fuel Pump Co.,Ltd., and find
out the problems of the company in five aspects of the product and brand, price, place,
promotion and after-sales service, using PEST to analyze the macro environment of
the company, using the five force modle to analyze the competitive environment of the
company, using SWOT theory to anaolyze the strength, weakness, opportunities and
threats of the company. Through the above analysis, this paper classifies the product
market, determines the target market. On the basis, this paper put forward some
suggestions on marketing strategy in four aspects of the product, price, place,
promotion, proposing establishment of customer relationship management system in
after-sales service.
This paper formulates marketing mix strategies in accordance with domestic
development trend of industrial oil pump and nozzle industry as well as the company's
ability for the company, on the basis of learned marketing theories. The result of this
paper can provide significance and reference value for other enterprises in the industry.
KEY WORDS: Oil pump and nozzle, Marketing strategy, Customer relationship
management(CRM)
Dissertation Type: Application research