I 摘要 我国是世界上优质的预焙阳极主要生产国和重要出口国，基于当前国内总产能过 剩的局面，炭素企业间的竞争愈加激烈，为了能在国内外市场上稳住发展步伐，本文 选取了极具欧亿·体育（中国）有限公司代表性的H炭素公司作为研究对象，通过对其开展详尽的现场调研， 发现其虽然具备国内、国际销售团队和一定的营销策略，并在国内外炭素市场开辟了 较为广泛的营销渠道，但随着国内其他炭素同行企业技术和产能的不断提高以及市场 环境的变化，H炭素公司的国内外客户市场规模遭受到了不同程度的挤压，市场竞争 力近两年加速下降趋势明显。 本文通过参阅近几年与炭素欧亿·体育（中国）有限公司发展背景有紧密联系的相关文献，基于市场营销 管理中最具典型性的4P营销组合理论，剖析H炭素公司当前的营销策略现状；根据 其当前发展阶段所处的营销环境，对微观环境的优势、劣势、机会和威胁展开分析， 并确立不同环境因素组合下应实施怎样的营销策略；为增强企业与顾客之间的联系， 提高市场竞争软实力，论文结合4R营销理论，提出了在竞争环境逐渐恶化的背景下 H炭素公司应进行的营销策略优化方案；为充分发挥和有效利用H炭素公司的资源 优势，文章利用STP理论，对H炭素公司的目标市场进行细分，针对不同的客户群 体采取差异化的营销策略。 本论文是在新时代背景下对炭素欧亿·体育（中国）有限公司营销策略优化研究的一次大胆尝试，不仅在 内容上较为新颖地提出了具体的执行方案，也一定程度上定位了该欧亿·体育（中国）有限公司营销策略调整 的前进方向。 关键词：市场营销4P4RSTP市场竞争 Abstract II Abstract Chinaisamajorproducerandanimportantexporterofhigh-qualityprebakedanodes intheworld.Basedonthecurrentgeneralsituationofdomesticovercapacity,the competitionamongcarbonenterprisesisbecomingincreasinglyfierce.Inordertostabilize thepaceofdevelopmentindomesticandforeignmarkets,thispaperselectsHcarbon companyastheresearchobject,Itisfoundthatalthoughithasdomesticandinternational salesteamsandcertainmarketingstrategies,andhasopenedupawiderangeofmarketing channelsindomesticandforeigncarbonmarkets,withthecontinuousimprovementof technologyandproductioncapacityofotherdomesticcarbonenterprisesandthechangeof marketenvironment,thescaleofdomesticandforeigncustomermarketsofHcarbon companyhasbeensqueezedtovaryingdegrees,Inthepasttwoyears,themarket competitivenesshasacceleratedandthedownwardtrendisobvious. ThispaperanalyzesthecurrentmarketingstrategyofHcarboncompanybyreferring totherelevantliteraturecloselyrelatedtothedevelopmentbackgroundofcarbonindustry inrecentyearsandbasedonthemosttypical4Pmarketingmixtheoryinmarketing management;Accordingtothemarketingenvironmentofitscurrentdevelopmentstage, thispaperanalyzestheadvantages,disadvantages,opportunitiesandthreatsofthemicro environment,anddetermineswhatmarketingstrategiesshouldbeimplementedunder differentcombinationsofenvironmentalfactors;Inordertostrengthentherelationship betweenenterprisesandcustomers,andimprovethesoftpowerofmarketcompetition,this papercombines4Rmarketingtheory,andputsforwardthemarketingstrategyoptimization schemeofHcarboncompanyunderthebackgroundofgradualdeteriorationof competitiveenvironment;Inordertogivefullplaytoandeffectivelyusetheresource advantagesofHcarboncompany,thispaperusesSTPtheorytosegmentthetargetmarket ofHcarboncompany,andadoptsdifferentiatedmarketingstrategiesfordifferentcustomer groups. Thispaperisaboldattempttooptimizethemarketingstrategyofthecarbonindustry inthenewera.Itnotonlyputsforwardthespecificimplementationplaninthecontent,but alsolocatesthedirectionoftheindustry'smarketingstrategyadjustmenttoacertainextent. Keywords:Marketing4P4RSTPmarketcompetition Abstract III 目录 摘要....................................................................................................................................I ABSTRACT..............................................................................................................................II 第1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......................................................................................................2 1.1.3创新点..........................................................................................................2 1.2国内外研究发展现状.............................................................................................2 1.2.1国外研究现状..............................................................................................3 1.2.2国内研究现状..............................................................................................4 1.3主要研究内容与研究方法.....................................................................................6 1.3.1主要研究内容..............................................................................................6 1.3.2主要研究方法..............................................................................................7 第2章市场营销相关理论..................................................................................................8 2.14P理论....................................................................................................................8 2.24R理论....................................................................................................................9 2.3STP理论..................................................................................................................9 第3章H炭素公司营销策略现状及问题分析.................................................................11 3.1H炭素公司营销策略现状......................................................................................11 3.1.1产品策略....................................................................................................11 3.1.2价格策略....................................................................................................11 3.1.3渠道策略....................................................................................................11 3.1.4促销策略....................................................................................................12 3.2H炭素公司营销问题分析......................................................................................12 3.2.1产品质量管控松懈....................................................................................12 3.2.2目标客户定位偏颇....................................................................................12 3.2.3国际市场贸易壁垒单薄............................................................................13 3.2.4客户关联性和反应性较差........................................................................13 3.2.5人才短缺加重经营风险............................................................................13 第4章H炭素公司发展概况与营销环境分析.................................................................14 Abstract IV 4.1H炭素公司发展概况..............................................................................................14 4.2H炭素公司营销环境分析......................................................................................14 4.2.1优势............................................................................................................14 4.2.2劣势............................................................................................................15 4.2.3机会............................................................................................................15 4.2.4威胁............................................................................................................16 4.2.5环境分析总结............................................................................................16 第5章H炭素公司市场定位与营销策略优化.................................................................18 5.1基于市场细分的差异化营销策略优化...................................................................18 5.1.1市场细分....................................................................................................18 5.1.2目标市场选择...................................