近些年来，越来越多的城市面临空气污染的问题，部分城市冬季甚至出现了 严重的雾霾现象，为改善环境，各地积极提倡清洁能源的应用。作为绿色能源的 液化天然气（英文简写为LNG），因其燃烧后的主要产物为水，接近零污染，备受 国家政策的大力支持，液化天然气的大量应用带动了深冷产业的蓬勃发展。集团 总部坐落于美国俄亥俄州的美国查特工业公司（查特母公司）是全球深冷产品的 优秀制造商，可为深冷产业消费者提供优质的产品以及完善的技术解决方案。查 特公司的产品覆盖整个深冷产业链，而车用瓶产品是其产业链末端重要组成部分。 查特公司于1990年在美国坎顿研发出第一只车用瓶，并于2010年将国外车用瓶 技术引进中国，查特车用瓶产品早期凭借着品牌知名度占有一定的市场份额，然 而随着近几年国内车用瓶制造商的快速崛起，国内竞争对手不管是生产规模还是 产品质量都有了大幅的提升，当下，查特车用瓶的技术壁垒优势逐渐减弱，市场 份额逐渐减少，如何提高产品销量，提升市场占有率成为当下急需要解决的问题。 本文以查特公司车用瓶营销业务作为研究对象，针对其在营销过程中存在的 问题及不足，借助管理学相关知识并结合在查特公司的管理实践，为查特公司车 用瓶营销业务制定出一套更加高效的营销策略。文章首先应用PEST分析法、波 特五力模型对查特车用瓶业务营销环境进行多维度分析，同时运用SWOT分析法 剖析查特车用瓶业务的威胁、机会、优势和劣势；其次，对查特车用瓶业务当前 的营销现状进行研究，指出当前查特车用瓶营销业务存在的问题，并对导致问题 的因素展开分析；最后针对存在的问题，运用7ps营销理论，从产品、价格、渠 道、促销等角度优化当前查特车用瓶业务的营销策略。 通过优化查特车用瓶业务的营销策略，目的是提高查特车用瓶产品的市场竞 争力，提升市场份额占有率，本文对查特车用瓶业务的发展有现实的指导意义， 同时对其他外资品牌车用瓶产品开拓国内市场也有一定的借鉴意义。 关键词：液化天然气,查特车用瓶,营销策略 MBA学位论文 作者：闫更波 查特深冷工程系统有限公司车用瓶业务营销策略优化研究 II RESEARCH ON MARKETING STRATEGY OPTIMIZATION OF VEHICLE TANK BUSINESS OF CHART CRYOGENIC ENGINEERING SYSTEM CO.,LTD Abstract In recent years, more and more cities are facing the problem of air pollution, and some cities even have serious smog in winter. In order to improve the environment, all regions positively promote the application of clean energy. As a green energy, liquefied natural gas (LNG) is greatly supported by national policies because its main product after combustion is water, which is close to zero pollution.The large application of LNG has led to the vigorous development of cryogenic industry. Headquartered in Ohio, USA, chart industries (Chart parent company) is an excellent manufacturer of global cryogenic products, which can provide consumers with high-quality products and perfect technical solutions. Chart's products cover the whole cryogenic industry chain, and the vehicle tank products are an important part of the industry chain. In 1990, chart developed the first vehicle tank in Canton, USA, and introduced vehicle tank technology into China in 2010. At the early stage, chart vehicle tank products had a certain market share.However,with the rapid rise of domestic vehicle tank manufacturers in recent years, the production scale and product quality of domestic competitors have been greatly improved, At present, the technical barrier advantage of chart vehicle tank is gradually weakened, and the market share is gradually reduced. How to improve product sale and market share has become an urgent problem to be solved. In this article,it will take chart vehicle tank sales as the research object . Aiming at the problems and shortcomings in the marketing process, with the help of management related knowledge and the management practice in chart company, a set of more efficient marketing strategy is developed for the vehicle tank marketing business of chart company. Firstly,the article uses PEST analysis and Porter's five force model to MBA学位论文 作者：闫更波 查特深冷工程系统有限公司车用瓶业务营销策略优化研究 III analyze the marketing environment of chart's vehicle tank business, and at the same time uses SWOT analysis to analyze the threats, opportunities, advantages and disadvantages of chart vehicle tank business. Secondly, it studies the current marketing situation of chart vehicle tank business, points out the existing problems of chart vehicle tank business and analyze the factors that cause the problems. At last, according to the existing problems, we use 7PS marketing theory to optimize the marketing strategy of the current vehicle tank business from the perspective of product, price, channel and promotion. Through optimizing the marketing strategy of chart vehicle tank business, the purpose is to improve the market competitiveness of the vehicle tank products and increase the market share. This article has practical significance for the development of the vehicle tank business of chart, and also has certain reference significance for other foreign brand vehicle tank to explore the domestic market. Key words：liquefied natural gas, chart vehicle tank, marketing strategy MBA学位论文 作者：闫更波 查特深冷工程系统有限公司车用瓶业务营销策略优化研究 IV 目 录 中文摘要 ........................ I Abstract ....................... II 第一章 绪论 ..............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 .............................1 1.2 研究主要内容 ............................2 1.3 研究的思路和方法 ..................3 1.3.1 研究思路 .............................3 1.3.2 研究方法 .............................4 第二章 理论综述及相关概念 ....5 2.1 基本工具综述 ............................5 2.1.1 PEST分析法 .......................5 2.1.2 波特五力模型 ...................5 2.1.3 SWOT分析法 ......................6 2.2 基本理论概述 ............................7 MBA学位论文 作者：闫更波 查特深冷工程系统有限公司车用瓶业务营销策略优化研究 V 2.2.1 STP营销理论 ....................7 2.2.2 7Ps营销理论 ....................7 2.3 液化天然气的相关知识 ........8 2.3.1 液化天然气的基本概念 ..............................8 2.3.2 液化天然气的物理特性 ..............................8 2.3.3液化天然气的危害及防护 ..........................8 2.4 车用瓶的相关知识 ..................8 2.4.1 车用瓶基本概念 ..............8 2.4.2 查特车用瓶介绍 ..............9 2.4.3 查特车用瓶型号 ..............9 2.4.4 车用瓶应用对象 ........... 10 第三章 查特车用瓶营销现状与问题分析 ... 12 3.1 查特公司概况 ......................... 12 3.1.1 查特总部简介 ............... 12 3.1.2 查特中国介绍 ................ 12 3.1.3 查特产品介绍 ................ 13 3.2 查特公司车用瓶业务营销概况 ..................... 14 3.2.1 组织架构与销售模式 . 14 MBA学位论文 作者：闫更波 查特深冷工程系统有限公司车用瓶业务营销策略优化研究 VI 3.2.2 终端用户 .......................... 15 3.2.3 OEM整车厂 ...................... 15 3.2.4 应用案例 .......................... 16 3.3 查特车用瓶业务营销现状 17 3.4 查特车用瓶业务营销存在的问题 ................ 17 3.4.1 调查设计与实施 ........... 18 3.4.2 统计结果及分析 ........... 18 3.4.3 存在的营销问题 ........... 23 第四章 查特公司车用瓶业务营销环境分析 ............................ 28 4.1 宏观环境分析 ......................... 28 4.1.1 政治环境 .......................... 28 4.1.2 经济环境 .......................... 28 4.1.3 社会环境 .......................... 29 4.1.4 技术环境 .......................... 30 4.2 微观环境分析 ......................... 30 4.2.1 企业发展理念 ................ 30 4.2.2 企业组织架构 ................ 30 4.2.3 企业财务状况 ................ 31 MBA学位论文 作者：闫更波 查特深冷工程系统有限公司车用瓶业务营销策略优化研究 VII 4.3 竞争环境分析 ......................... 31 4.3.1 新进入者的威胁 ........... 31 4.3.2 替代品的威胁 ................ 31 4.3.3 购买者的威胁 ................ 32 4.3.4 供应商的威胁 ................ 32 4.3.5 欧亿·体育（中国）有限公司内的威胁 ................ 33 4.4 SWOT分析 ... 33 4.4.1 优势 ..... 33 4.4.2 劣势 ..... 34 4.4.3 机会 ..... 36 4.4.4 威胁 ..... 36 4.4.5 SWOT矩阵 ......................... 36 第五章 查特公司车用瓶业务营销策略制定 ............................ 38 5.1 目标定位及策略指导原则 38 5.1.1 市场细分 .......................... 38 5.1.2 目标市场选择 ................ 40 5.1.3 市场定位 ...............