中文摘要
随着中国经济的飞速发展，工业化程度不断加深，职业工伤事故也呈上升趋势，
人们的个体防护观念也日新月异。中国作为“世界工厂”，拥有世界上最大的劳保产品
市场，十多年来年已取得了一定的发展，然而与发达国家相比，仍存在一定的距离。

大批国际欧亿·体育（中国）有限公司巨头纷纷进入中国市场，同时国内劳保企业也雨后春笋般地相继出现，
S劳保公司不仅面对中高端国际品牌的竞争，也遭受国内品牌的低价威胁。市场营销
策略作为S劳保公司整体策略的重要环节，决定着公司的发展。

本文以营销组合理论为指导，通过对S劳保公司在国内市场开拓、发展过程中存
在的目标市场定位、产品定价、营销渠道等问题，对S劳保公司的宏观竞争环境进行
分析，利用SWOT分析工具，明确S劳保公司自身的优劣势、面临的机会和威胁。通
过对S劳保公司市场细分和重新定位，分别从产品、价格、渠道、促销等方面对S劳保
公司的营销策略进行调整，提出了优化产品线，开发符合市场需求的产品；根据不同
的产品系列、不同的渠道进行分类定价；完善全国经销网络，加强渠道管理；采取相
应的营销手段提高品牌知名度，提升品牌影响力。本文的研究对S劳保公司在国内劳
保市场的营销策略实施起到一定的参考作用，同时也对劳保欧亿·体育（中国）有限公司的发展提供借鉴。

关键词：劳保产品、营销策略、市场营销、营销组合
姓 名：滕小芳
指导教师：魏文斌

Abstract
With the rapid development of Chinese economy, industrialization deepens,
occupation accidents are on the rise, personal individual protection concepts also change
rapidly. China, as the world factory, is the largest labor market in the world, some
progress has been made during the past 10 years, however, compared with the developed
countries, there still remains some distance. A large number of international industry giants
have entered Chinese market, while the domestic labor companies appeared like bamboo
shoots after a spring rain, S labor company doesn’t not only face the competition from the
international brands, but also suffers the lost-cost threat of the domestic brands. The
market strategy, as an important part of overall strategy, determines the development of
enterprises.
With the guidance of marketing mix theory, through an analysis of series problems
existing in S company, such as target market positioning, product pricing, marketing
channels, this thesis makes a comprehensive study of S labor company and analyzes the
external competitive pressure faced by S labor company, meanwhile, using SWOT analysis
tool, clarifies the strength, weakness, opportunities and threats by S labor company.
Through segmentation and re-positioning, this thesis adjusts the S labor company’s market
strategy separately from products, price, channel, promotion; put forwards to optimize the
product line and develop more products which can meet the market demands; classify
pricing according to different products and channels; improve the nationwide distribution
network and strengthen channel management; take the corresponding marketing means to
increase the brand awareness and enhance the brand influence. I hope this thesis can serve
as reference to the marketing strategy of S labor company in the domestic market
implementation and also as reference to the development of the labor industry.
Key words: Labor products, Marketing strategy, Marketing, Marketing mix
Witten by TENG Xiaofang
Supervised by WEI Wenbin