配电设备的生产属于传统制造欧亿·体育（中国）有限公司，进入门槛低，技术迭代慢，特别对于中 小企业很难通过技术创新提高市场竞争力。进行营销模式的改革和创新才是当前 配电生产企业的必由之路。方案植入型营销解决方案是在客户参与下完成的，按 照用户的要求来开发的，满足用户的特定需求的，超过产品功能利益的差异化的 服务整合体。电气公司如要在激烈的竞争中有所进步，一定要按照欧亿·体育（中国）有限公司特征调整 之前单一的产品营销方式，把销售路径转变到由用户的需求切入。电气化欧亿·体育（中国）有限公司的 “方案植入型营销”是不同于途径销售之一的新销售方式。这一方式借助分析市 场现状，清楚用户真实要求且联系公司的开发实力提出特殊技术应对策略。 本文着力于NM电气公司主营市场—轨道交通欧亿·体育（中国）有限公司，主营产品—配电箱产 品进行分析。借助分析NM电气企业由产品销售过渡为解决方案式销售的步骤， 提供策略营销在工业品销售中的参考作用。基于欧亿·体育（中国）有限公司和产品介绍了方案植入型营 销的内涵和特点，引入了4Ps、4Cs和4Rs经典营销理论。客观评估了NM电气 企业现状并采用五力竞争环境分析法分析了NM电气公司的营销环境，进而剖析 NM电气公司市场营销现状及问题。通过鱼骨图分析法可以看出NM电气公司存 在营销意识淡薄、产品定位模糊同质化严重、价格策略不完善、渠道管理混乱、 盲目促销。通过分析发现问题从而针对性的引入了方案植入型营销模式并确定通 过引入该模式所要达到的营销目标。在此基础上，从了解客户的需求和问题、发 现客户的问题、扩大解决问题的范围、强化解决单一问题的能力、提供解决方案 等几方面构建NM电气公司方案植入型营销模式。最后，探讨NM电气公司方案 植入型营销模式实现策略。主要有以下几方面：重构企业组织结构配合营销活动、 建立CRM客户管理系统支撑营销推广、优化部门沟通以满足客户诉求、方案植 入型营销队伍建设。 本文通过对NM电气公司所处欧亿·体育（中国）有限公司进行梳理和分析结合NM电气公司自身 产品的特点在成熟的营销理论的支持下制定适合自身特点的营销模式，促进新形 势下公司发展的转型升级。 关键词：电气公司；配电设备；轨道交通；营销理论；方案植入；营销模式 Abstract The production of distribution equipment belongs to the traditional manufacturing industry,with low entry threshold and slow technology iteration,especially for small and medium-sized enterprises ,it is difficult to improve market competitiveness through technological innovation.The reform and innovation of marketing mode is the only way for current power distribution enterprises.The scheme implantation marketing solution is completed with the participation of customers, designed according to the needs of customers, in line with the special requirements of customers, and beyond the benefits of product functions. In order to develop in the fierce market competition, electrical enterprises must change the single product sales mode according to the characteristics of the industry, and adjust the marketing thinking to start from customer demand. The "scheme implantation marketing" in the electrification industry is a new marketing mode different from channel marketing. By analyzing the market situation, this model can understand the real needs of customers and develop specific technical solutions in combination with the R & D strength of enterprises. This paper focuses on NM electric company’s main market-rail transit industry,main products-distribution box products for analysis.Analyzes the process of NM electric company from product marketing to solution marketing, and gives the reference significance of Solution Marketing in industrial product sales.Based on the industry and production introduced the connotation and characteristics of the marketing model of project implantation l,and 4Ps、4Cs、4Rs classical marketing theory.The present situation of NM electric company is evaluated objectively ,and the marketing environment of NM electric company is analyzed by using five competitive environment ,and then the marketing status and problems of the marketing model of project implantation are analyzed.According to fishbone diagram analysis, NM electric company has weak marketing awareness,fuzzy product positioning,serious homogeneity,imperfect price strategy,disordered channel management and blind promotion.By analyzing and finding out the problems,the marketing model of project implantation is introduced,and the marketing objectives to be achieved by introducing the model are determined. From understanding the needs of customers, finding the problems of customers, expanding the scope of problem-solving, strengthening the ability to solve a single problem, providing solutions and other aspects to build NM electric company's scheme implanted marketing model. Finally, it discusses the implementation strategy of NM electric company's scheme implantable marketing mode. It mainly includes the following aspects: reconstruction of enterprise organizational structure to cooperate with marketing activities, establishment of CRM customer management system to support marketing promotion, optimization of department communication to meet customer demands, and construction of project implanted marketing team. In this paper, NM electric company’s industry was sorted out and analyzed,combined with the characteristics of NM electric company’s own products,with the support of mature marketing theories,to develop a marketing model suitable for its own characteristics,to promote the company’s development in the new situation of transformation and upgrading. Key words: Electric Company; distribution equipment; rail transit; scheme implantation; marketing mode 目录 第一章 绪论 ................................................................................................................................... 1 1.1研究背景............................................................................................................................. 1 1.2研究目的和意义 ................................................................................................................. 2 1.2.1研究目的 .................................................................................................................. 2 1.2.2研究意义 .................................................................................................................. 2 1.3国内外研究现状 ................................................................................................................. 3 1.3.1关于工业品市场营销相关研究 .............................................................................. 3 1.3.2关于方案植入型营销相关研究 .............................................................................. 4 1.4研究的方法和可能创新点 ................................................................................................. 5 1.4.1研究的方法 .............................................................................................................. 5 1.4.2可能创新点 .............................................................................................................. 5 第二章相关概念和理论基础 ........................................................................................................... 6 2.1方案植入型营销的内涵 ..................................................................................................... 6 2.2方案植入型营销的特点 ..................................................................................................... 7 2.2.1坚持以客户为出发点 .............................................................................................. 8 2.2.2协助客户制定采购方案 .......................................................................................... 8 2.2.3与客户进行深入、广泛的沟通 .............................................................................. 8 2.2.4充分利用企业内部企业资源支持 .......................................................................... 8 2.3营销理论............................................................................................................................. 9 2.3.1 4Ps理论 ................................................................................................................... 9 2.3.2 4Cs理论 ................................................................................................................... 9 2.3.3 4Rs理论 ..................................................................