摘 要
管道属于基础建材，是任何建筑的“三通”必需，是城市建设中不可缺少
的血管。随着国家对城镇化及新农村建设的深入推进，建筑业、工业、农业、
市政工程和水利工程等领域都得到了较快的发展，而作为工程基础的管材来
说，在未来十年还可以为管材欧亿·体育（中国）有限公司带来巨大的需求，据统计，塑料管道在各类
管道中的市场占有率已超过 50%，2015 年我国塑料管道整个欧亿·体育（中国）有限公司生产量达 1350
万吨。
巨大的需求必定伴随着激烈的市场竞争，目前我国管道生产企业有三千多
家，其中年生产能力在一万吨以上的企业约三百家。如何在林立的塑料管道企
业中突围而出，提升产品竞争力，是 YC 公司当前急需探索和研究的内容。
本文通过分析YC公司概况和营销现状，指出YC公司市场营销存在以下问
题，制约着企业市场营销水平的提升：一是组织结构不完善，企业资源缺乏有
效整合；二是研发力量薄弱，新产品售后服务工作有待加强；三是企业文化意
识有待提升，渠道建设略显单一；四是企业对人才开发不够，团队执行力亟待
提高。接着，论文进一步运用 PEST 分析法、迈克尔o波特的五力模型等理论对
YC 公司市场营销的内外部环境及欧亿·体育（中国）有限公司竞争进行了剖析和研究，认为 YC 公司市
场营销虽存在问题也不乏机会，接着文章运用 4PS 营销组合策略从产品、价
格、渠道和促销四个方面系统分析了YC公司的营销策略。最后提出了YC公司
营销策略实施的保障措施：第一，优化企业组织结构，提升新产品售后能力；
第二，增强员工服务意识、共建企业文化；第三，完善人力资源管理，提升营
销执行力。
关键词：企业；塑料管道；4PS 营销组合策略Abstract
II
ABSTRACT
Pipeline is the foundation of building materials, is any construction of the "three
links" necessary, is indispensable to the construction of the city39;s blood vessels. With
the advance of the state of urbanization and new rural construction in-depth,
construction, industry, agriculture, municipal engineering and hydraulic engineering
field have been rapid development, and as a foundation engineering of the pipe, in the
next ten years can also bring huge demand for pipe industry, according to statistics,
the plastic pipe market in various pipelines in possession rate has exceeded 50%,
2015, China plastic pipe industry as a whole production of 13.5 million tons.
Huge demand must be accompanied by a fierce competition in the market, at
present China pipeline production enterprises have more than 3000, the annual
production capacity of 10000 tons or more enterprises of about 300. How to break
through in the forest of plastic pipeline enterprises, to enhance the competitiveness of
products, YC company is currently in urgent need of exploration and research.
The YC company profiles and marketing situation analysis, pointed out that YC
company marketing has the following problems, which restricts the promotion of
enterprise marketing level: one is the imperfect organization, enterprise resource lack
of effective integration; the second is the research and development is weak, new
products after-sales service work should be strengthened; the third is the
consciousness of corporate culture should be improved, channel construction slightly
single; the fourth is the talented person development of enterprises is not enough, the
implementation force of the team needs to be improved. Then papers to further the
use of PEST analysis method and Michael Porter39;s five forces model theory of YC
company marketing internal and external environment and industry competition has
carried on the analysis and research, think YC company marketing, although there are
problems also lack opportunities, then with the 4Ps marketing combination strategy
of YC company marketing strategy are analyzed from four aspects of product, price,
channel and promotion. The YC company marketing strategy for the implementation
of security measures are put forward: first, optimizing the organizational structure of
the enterprise, enhance the ability of new product after-sales; second, enhance staff
awareness of service, to build enterprise culture; third, improve human resourcesAbstract
III
management, enhance marketing execution.
Key Words: Enterprise; plastic pipe; 4PS marketing mix strategy目录
IV
目 录
第 1 章 绪论.................................................................................................................1
1.1 研究背景 .............................................................................................................1
1. 2 研究目的和意义 .................................................................................................2
1.3 研究方法 .............................................................................................................2
1.4 研究框架 .............................................................................................................2
第 2 章 理论基础及文献综述.....................................................................................4
2.1 理论基础 .............................................................................................................4
2.1.1 PEST 宏观环境分析 .....................................................................................4
2.1.2 波特五力竞争分析 ......................................................................................5
2.1.3 STP 营销战略 ...............................................................................................6
2.1.4 4 PS 营销策略组合.......................................................................................6
2.2 文献综述 .............................................................................................................7
第 3 章 YC 公司营销管理现状及环境分析...............................................................9
3.1 YC 公司概况........................................................................................................9
3.2 YC 公司销售管理现状........................................................................................9
3.2.1 YC 公司产品类型及销售情况.....................................................................9
3.2.2 YC 公司销售队伍情况...............................................................................11
3.2.3 YC 公司销售存在的问题...........................................................................13
3.3 YC 公司内外部环境分析..................................................................................16
3.3.1 YC 公司内部环境分析...............................................................................16
3.3.2 YC 公司外部环境分析...............................................................................17
3.3.3 欧亿·体育（中国）有限公司竞争分析 ............................................................................................21
第 4 章 YC 公司市场营销策略分析.........................................................................27
4.1 产品策略............................................................................................................27
4.1.1 产品种类 .....................................................................................................27
4.1.2 包装策略 .....................................................................................................29
4.1.3 新产品开发 ................................................................................................30目录
V
4.2 价格策略............................................................................................................31
4.2.1 价格水平 ....................................................................................................31
4.2.2 动态价格调整 ............................................................................................32
4.3 渠道策略 ...........................................................................................................33
4.4 促销策略 ...........................................................................................................35
第 5 章 YC 公司营销策略实施的保障措施...................................................