I 摘要 近几年我国的物流业快速发展，自动化和信息化程度不断提高，集成了物流 信息技术和自动化技术的各类智能物流自动化装备备迅猛发展，智能仓储物流自动 化装备因其作业的高效性在众多企业内得到了大量应用，制造业的仓储系统开始逐 步脱离传统的部署方式，向更加精益和智能的方向发展。 我国物流成本占 GDP比重远高于欧美日等发达国家，通过发展智能物流自动 化装备降低物流成本成为未来的趋势。2017年我国智能物流系统市场超过500亿市 场，智能物流自动化装备市场需求巨大，同时，竞争也在逐步加大。面对激烈的市 场竞争，大多数企业都通过产品的制造成本和技术能力获取市场的竞争优势，往往 忽略了市场营销和管理的重要性，一定程度上限制了企业的扩张. 因此，在重视制 造成本和技术的基础上，提高企业市场营销工作的能力变得尤其重要。 卡迪斯物流设备公司是一家有百年历史的德国企业，尽管在产品的技术上有 非常强的竞争力，但是由于是一家外资企业，面对国内的营销环境和诸多的国内外 竞争对手，也是面临诸多的挑战，对于卡迪斯公司来说，制定正确市场营销策略， 提高市场知名度和占有率，是企业经营的重点。 本文将运用市场营销策略理论的基础上，运用STP 和PEST的分析方法，对 卡迪斯产品的市场定位和经营环境充分分析，结合公司市场状况和市场竞争态势， 运用SWOT工具分析了卡迪斯公司现有的国内市场营销策略现状，并从产品策略， 价格策略，渠道策略，促销策略等方面对公司营销组合策略进行优化设计，提出适 合卡迪斯公司在中国发展的营销策略建议，为实现卡迪斯公司制定的中国战略目标 和经营目标做参考。 关键词：市场营销策略;智能仓储物流自动化装备;STP；PEST；SWOT； Abstract II Abstract In recent years， China's logistics industry has developed rapidly， and the degree of automation and information technology has been continuously improved. The intelligent logistics automation equipments that integrate logistics information technology and automation technology are rapidly developing. The intelligent warehouse logistics automation equipment is numerous due to the high efficiency of its operations. A large number of applications have been applied within the enterprise， and the manufacturing warehouse system has gradually moved away from the traditional deployment method， and has developed in a more lean and intelligent direction. China's logistics costs account for a much higher proportion of GDP than developed countries such as Europe， the United States and Japan. It is a future trend to reduce logistics costs by developing intelligent logistics automation equipment. In 2017， China's intelligent logistics system market exceeds 50 billion markets， and the demand for intelligent logistics automation equipment market is huge. At the same time， competition is gradually increasing. In the face of fierce market competition， most enterprises gain market competitive advantage through the manufacturing cost and technical ability of products， often ignoring the importance of marketing and management， and restricting the expansion of enterprises to a certain extent. Therefore， paying attention to manufacturing On the basis of cost and technology， it is especially important to improve the ability of corporate marketing work. Kardex Logistics Equipment Co.， Ltd. is a German company with a history of more than 100 years. Although it is very competitive in terms of product technology， it is a foreign-invested compa-ny facing the domestic marketing environment and many domestic and foreign competitors. Faced with many challenges， for Kardex， developing a correct marketing strategy， increasing market visibi-lity and market share is the focus of business operations. Based on the marketing strategy theory， this paper uses STP and PEST analysis methods to fully analyze the market positioning and business environment of Kardex products， and combines the company's market conditions and market Abstract III competition situation， using SWOT tools to analyze Kardex. The company's existing domestic marketing strategy status， and from the product strategy， price strategy， channel strategy， promotion strategy and other aspects of the company's marketing mix strategy optimization design， proposed for the development of Kardex's marketing strategy in China， to achieve The Chinese strategic goals and business objectives formulated by Kardex are used as reference 。 Keywords: marketing strategy; intelligent warehouse logistics automation equipment; STP; PEST; SWOT; 目录 IV 目 录 摘要 ........................................................................................................... I Abstract ...................................................................................................... II 第一章 绪 论............................................................................................... 1 第一节 研究背景的目的和意义............................................................................... 1 一、研究背景 ......................................................................................................................... 1 二、研究的目的和意义 .......................................................................................................... 4 第二节 研究内容和方法.......................................................................................... 5 一、 研究内容 ........................................................................................................................ 5 二、研究方法 ......................................................................................................................... 6 第三节 论文研究的框架和技术路线....................................................................... 7 一、论文研究的框架.............................................................................................................. 7 二、技术路线 ......................................................................................................................... 8 第四节 论文研究的创新点和难点.......................................................................... 9 一、研究的创新的点.............................................................................................................. 9 二、研究的难点 ..................................................................................................................... 9 第二章 营销理论综述 ............................................................................ 10 第一节 相关市场营销理论概念............................................................................ 10 第二节 市场营销分析方法理论............................................................................. 10 一、 PEST 分析法 ................................................................................................................ 10 二、 STP分析法 ................................................................................................................... 11 三、ＳＷＯＴ分析法 ........................................................................................................... 11 四、波特五力模型................................................................................................................ 12 第三节 市场营销策略理论..................................................................................... 12 目录 V 一、4Ps 营销组合策略 ......................................................................................................... 12 二、 4Ps 营销战略计划 ........................................................................................................ 13 第四节 国内外研究现状......................................................................................... 13 一、国外研究现状................................................................................................................ 14 二、 国内研究现状............................................................................................................... 16 第三章 仓储物流自动化装备欧亿·体育（中国）有限公司和卡迪斯公司概况 ......................... 18 第一节 仓储物流自动化装备欧亿·体育（中国）有限公司现状和发展趋势概述.................................... 18 一、 仓储物流自动化设备欧亿·体育（中国）有限公司现状 ...............................................................................