新兴材料欧亿·体育（中国）有限公司的进步程度逐渐变为国家社会发展水平、科技发展水平以及 军事实力水平的体现。目前，世界各国都高度重视新兴材料的研发和产业化发 展，纷纷在新兴材料领域制定相应的规划，以尽快占领新兴材料欧亿·体育（中国）有限公司的制高点。 所以说，新兴材料的发展不仅促进民用经济转型升级，更是国家新型材料战略 达成的重要保障。 中建亚太公司，属于新材料欧亿·体育（中国）有限公司新创企业，位于呼和浩特市托克托园区， 主要产品硅酸钙材料属于无机耐高温防火材料，具有防火、防水、防腐、轻质、 高强、环保等特点。2017 年度公司销售利润下滑 10%，市场占有率及市场竞争 力持续下滑。公司营销竞争力的减弱对于新创企业的持续发展埋下了深深的隐 患。因此，公司迫切需要对营销竞争力加以科学评判，并以此为依据优化或变 革公司的整合营销策略。 针对公司整合营销策略优化的研究，论文以定性研究和定量研究相结合的 方法展开论文的科学研究过程。论文的研究逻辑为：首先，通过梳理新材料行 业营销竞争力理论研究成果确定营销竞争力的构成要素和优化路径；其次，借 助于内外部环境分析找到公司的关键强项和弱项，理清营销发展思路。之后， 借助于德尔菲法、ABC 法和 AHP 法提出并测评公司营销竞争力的真实状况， 并寻求问题根源的归因。最后，论文基于产品营销整合策略经典理论的 4P S ，从 定位、产品、价格、渠道、促销等方面设计并优化公司的整合营销策略和实施 计划与保障措施。 论文以中建亚太公司这一新材料欧亿·体育（中国）有限公司的新创企业为研究对象，通过评判公 司与竞争对手在营销竞争力方面的差异化比较，提出一套适合企业发展的营销 策略，可以有效解决企业市场拓展方面的实际问题，为新创公司存亡发展的关 键问题给出指导。此外，论文的研究成果对于新材料领域的新创企业类似问题 可以提供有益的借鉴和指导。 关键词：硅酸钙，新兴材料，营销竞争力，整合营销策略II RESEARCH ON INTEGRATED MARKETING STRATEGY OF CHINA CONSTRUCTION ASIA PACIFIC COMPANY Abstract The degree of progress in the emerging material industry has gradually become the embodiment of the country's development level, scientific and technological development level and military strength level. At present, countries all over the world attach great importance to the research & development and industrialization of emerging materials, and have made corresponding plans in the field of emerging materials, which is in order to occupy the commanding height of emerging materials industry as soon as possible. Therefore, the development of emerging materials not only promotes the transformation and upgrading of civilian economy, but also serves as an important guarantee for the national new material strategy. China construction Asia Pacific company, a new enterprise in the emerging material industry, is located in Toketuo park of Hohhot city, whose main product-calcium silicate material belongs to inorganic, high temperature resistant, fireproof material, with fire prevention, waterproof, anticorrosive, light weight , high strength, environmental protection and other characteristics. In 2017, the company's sales profit declined by 10%, and its market share and market competitiveness continued to decline. The weakening of the company's marketing competitiveness has laid a deep hidden danger for the sustainable development of new enterprises. Therefore, the company urgently needs to evaluate the marketing competitiveness scientifically and optimize or change the company's integrated marketing strategy based on it. Aiming at the research on the optimization of the company's integrated marketing strategy, this thesis develops the scientific research by combining qualitative research with quantitative research. The research logic is as follows: firstly, the components and optimization path of marketing competitiveness are determinedIII by combing the theoretical research results of marketing competitiveness of new material industry; Secondly, with the help of internal and external environment analysis, find the company's key strengths and weaknesses, clear marketing development ideas. Then, by means of Delphi method, ABC method and AHP method, the real situation of the marketing competitiveness of the company is proposed and evaluated, and the attribution of the root cause of the problem is sought. Finally, based on the classical theory-4Ps of product marketing integration strategy, this thesis designs and optimizes the company's integrated marketing strategy, implementation plan and safeguard measures from the aspects of position, product, price, channel and promotion. The company, the startup of emerging material industry, is the research object. By comparing the differentiation between the company and its competitors in marketing competitiveness, a set of marketing strategies suitable for the development of enterprises is proposed. It can effectively solve the practical problems of enterprise market development and provide guidance for the key issues of the survival and development of the new company. In addition, the research results of this thesis can provide useful reference and guidance for new enterprises in the field of emerging materials. Keywords: calcium silicate industry, emerging materials, marketing competitiveness, integrated marketing strategyIV 目 录 中文摘要......................................................................................................I Abstract....................................................................................................... II 第一章 前言............................................................................................. 1 1.1 研究背景与意义.............................................................................................1 1.1.1 研究背景................................................................................................1 1.1.2 研究意义................................................................................................2 1.2 研究内容与方法.............................................................................................2 1.2.1 研究内容................................................................................................2 1.2.2 研究方法................................................................................................3 1.3 论文框架和技术路线.....................................................................................4 1.4 研究的创新之处.............................................................................................5 第二章 基础理论和研究综述.................................................................7 2.1 基础理论.........................................................................................................7 2.1.1 STP 理论.................................................................................................7 2.1.2 整合营销与 4P 理论..............................................................................7 2.2 营销竞争力的研究综述.................................................................................8 2.2.1 营销竞争力的内涵................................................................................8 2.2.2 营销竞争力的国内外研究现状............................................................9 2.2.3 营销竞争力的构成要素......................................................................11 2.2.4 营销竞争力评价的层次分析法..........................................................12 第三章 中建亚太公司营销环境分析...................................................13 3.1 公司简介.......................................................................................................13 3.1.1 公司概况..............................................................................................13V 3.1.2 产品简介..............................................................................................14 3.2 内部环境分析...............................................................................................15 3.2.1 资源优势..............................................................................................15 3.2.2 资源劣势..............................................................................................16 3.2.3 能力优势..............................................................................................16 3.2.4 能力劣势.