Y公司自成立至今已二十二年，一直以来从事于精密锌合金和铝合金压铸产 品的研发与制造。产品包括锌合金连接外壳、铝合金连接外壳、移动终端锌铝合 金保护壳等等。二十余年来，Y公司已经在压铸领域取得了一定的成绩。近几年 来，随着市场对压铸产品需求增加及国家鼓励万众创业，越来越多的民营创业者 涌入压铸欧亿·体育（中国）有限公司加入竞争，由于市场增长份额远不如新企业的增长速度，Y公司的 压铸业务受到了不少的影响，迫切需要对Y公司现状进行根因分析并提出行之有 效的解决方案。 本文运用战略管理和市场营销学的相关理论知识，通过文献分析法、归纳法、 比较法和数据调查分析相结合的方法深入压铸市场发展概况、探讨连接器、光通 讯模块、汽车和手机领域对压铸产品的需求与发展趋势，提出了Y公司在压铸领 域新的营销策略。 本文在文献回顾的基础上，首先分析了Y公司压铸产品的营销现状，并指出 公司压铸产品的营销存在的问题。其次对Y公司压铸产品的营销环境进行了分 析，并指出公司压铸产品的优势和面临的市场机遇。接着对Y公司压铸产品进行 了市场细分，选择了公司的目标市场，并进行市场定位。在此基础上对Y公司的 产品策略、定价策略、渠道策略及促销推广策略四个方面进行了优化。论文最后 提出了Y公司压铸产品营销策略实施的资源保障。本文通过对Y公司压铸产品 营销策略的研究分析，可以进一步优化营销管理程序，进一步优化及执行新的营 销策略，对增加公司销售额有一定的指导作用。笔者希望本文对压铸欧亿·体育（中国）有限公司的营销 创新也具有一定的实际参考价值。 关键词：营销策略；压铸连接器壳；光模块压铸壳；压铸壳体 II RESEARCH ON MARKETING STRATEGIES FOR DIE-CASTING PRODUCT OF Y COMPANY ABSTRACT Y company has been engaged in the R&D and manufacturing of precision Zinc alloy and Aluminum alloy die-casting products for 22 years since its establishment. Main products include Zinc alloy connection shell, Aluminum alloy connection shell, mobile terminal Zinc alloy or Aluminum alloy protection shell, etc. Over the past 20 years, Y company has made certain achievements in the field of die casting. In recent years, with the increase of demand for die casting products and the state shall encourage entrepreneurship, an increasing number of private entrepreneurs in die casting industry to join the competition, due to increased market share is much less than the growth of new enterprises, Y company’s business in Die-casting field is influenced by a lot, it is urgent to analyze the root cause of the current situation of Y company and propose effective solutions. The paper uses the associated theories of the strategic management and marketing knowledge, through literature analysis, induction, comparison method and data analysis method of combining the connectors, this paper explores die casting market development situation, the light module, cars, and the demand for die-casting products mobile phone industry and its development trend, put forward the company Y new marketing strategy in the field of die casting. On the basis of literature review, this paper first analyzes the current marketing situation of Y company's die-casting products, and points out the marketing problems of the company's die-casting products. Secondly, the marketing environment of Y company's die casting products is analyzed, and the advantages and market opportunities of Y company's die casting products are pointed out. Then, the market segmentation of Y company's die-casting products is carried out, the target market of the company is selected, and the market positioning is carried out. On this basis, the product strategy, pricing strategy, channel strategy and promotion strategy of Y company are optimized. At last, the paper puts forward the resource guarantee of Y company's die casting product marketing strategy. Through the research and analysis of the marketing strategy of Y company's die-casting products, this paper can further optimize the marketing management procedure, further optimize and implement the new III marketing strategy, which has a certain guiding role in increasing the company's sales. The author hopes that this paper has some practical reference value for the marketing innovation of die casting industry. KEYWORDS: marketing strategy; Die casting connector shell; optical module die casting products; die casting shell IV 目录 摘要.....................................................................I ABSTRACT................................................................II 第1章绪论...............................................................1 1.1研究背景和意义.....................................................1 1.1.1研究背景.....................................................1 1.1.2研究意义.....................................................2 1.2国内外研究综述.....................................................2 1.3相关基础理论.......................................................6 1.3.1 4P理论......................................................6 1.3.2 4C理论......................................................6 1.3.3 4R理论......................................................7 1.3.4 4V理论......................................................7 1.3.5 PEST分析....................................................7 1.3.6 SWOT分析方法................................................7 1.3.7“波特五力”模型..............................................7 1.3.8 5G...........................................................8 1.4研究内容与方法.....................................................8 1.4.1研究内容.....................................................8 1.4.2研究方法.....................................................9 1.4.3研究技术路线.................................................9 第2章Y公司压铸产品的营销现状及问题....................................11 2.1 Y公司概况........................................................11 2.1.1公司简介....................................................11 2.1.2组织架构....................................................11 2.1.3客户介绍....................................................12 2.1.4产品介绍....................................................13 2.1.5 经营状况....................................................13 2.2 Y公司压铸产品的营销现状..........................................14 V 2.2.1 Y公司现有压铸产品策略......................................14 2.2.2 Y公司现有压铸新产品研发策略................................15 2.2.3 Y公司压铸产品的定价策略....................................16 2.2.4 Y公司压铸产品的分销渠道....................................17 2.2.5 Y公司压铸产品的促销策略....................................17 2.3 Y公司压铸产品营销策略存在的问题..................................17 2.3.1产品策略问题................................................17 2.3.2 产品研发问题................................................18 2.3.3 定价方面的问题..............................................18 2.3.4 分销渠道方面的问题..........................................19 2.3.5 促销方面的问题..............................................19 第3章 Y公司压铸产品的营销环境分析......................................21 3.1 宏观环境分析.....................................................21 3.1.1政策与法律环境..............................................21 3.1.2经济环境....................................................21 3.1.3社会环境分析................................................22 3.1.4技术环境分析................................................23 3.2 压铸欧亿·体育（中国）有限公司发展状况分析.............................................24 3.2.1连接器欧亿·体育（中国）有限公司发展状况..........................................24 3.2.2光纤模块欧亿·体育（中国）有限公司发展状况........................................25 3.2.3汽车欧亿·体育（中国）有限公司发展状况............................................26 3.2.4压铸欧亿·体育（中国）有限公司的发展趋势..........................................26 3.3 Y公司波特五力模型分析............................................27 3.3.1现有竞争者..................................................27 3.3.2潜在新进入者威胁............................................28 3.3.3分析替代品..................................................29 3.3.4分析购买者议价能力..........................................29 3.3.5分析供应商议价能力..........................................29 3.4 Y公司压铸产品SWOT分析..........