我国的城市轨道交通事业伴随中国经济和社会快速发展，近年来更是迎来了爆 发性的增长，这对保障城市轨道交通列车安全稳定运行的关键零部件，接触网系统 相关部件的各传统工业产品生产厂商来说，既是机遇也是挑战。随着劳动力成本和 工业用地地价、原材料价格等的不断攀升，有限的技术改良已经不能覆盖越来越高 的制造成本，再加上各地铁运营单位的控制成本，各建设单位的低价中标策略，导 致这个欧亿·体育（中国）有限公司的竞争越来越激烈。因此，传统企业如果不能适应新的时代背景，及时 调整营销策略，提供更多差异化的服务，就有可能无法参与欧亿·体育（中国）有限公司盛宴，反而被市场 淘汰出局。 本论文以专业从事轨道交通接触网产品业务的PM公司为研究对象，该公司当 前面临的主要问题是，市场定位不准，销售成本不断攀升。本文将结合理论和工 具，计划借助国内外先进营销理论制定新的营销策略来解决PM公司各种问题，更 好的提供满足客户日益增长需求的产品和服务，以巩固其市场占有率，提升公司在 欧亿·体育（中国）有限公司内的竞争力，寻求利益最大化，为工业产品营销策略在地铁接触网细分市场的 应用提供新视角。同时，也希望对更多的中小型相关产品企业提供营销策略方面的 借鉴意义和参考价值。 关键词：轨道交通；地铁；接触网；营销策略 III Abstract With the rapid development of China's economy and society, China's urban rail transit industry has ushered in explosive growth in recent years, which is not only an opportunity but also a challenge for the manufacturers of key components to ensure the safe and stable operation of urban rail transit trains and related components of OCS. These industrial enterprises basically belong to the traditional labor-intensive type. Most of them started from processing and imitating foreign product design and manufacturing. With the rising of labor cost, industrial land price and raw material price, the limited technology improvement has not been able to cover the higher and higher manufacturing cost. In addition, the control cost of each subway operation unit, each construction unit. The strategy of winning the bid at low price leads to more and more sharp competition in this industry. Therefore, if traditional enterprises cannot adapt to the new era background, take accurate marketing strategies, and provide more differentiated products and service, they may not participate in the feast, but be eliminated by the market. In this paper, PM Company, which specializes in OCS products of rail transit, is the research object. The main problems facing the company are inaccurate market positioning, and rising sales costs. Based on the theory and tools, this paper plans to develop new marketing strategies with the help of advanced marketing theories at home and abroad to solve various problems of PM company, better provide products and services to meet the growing needs of customers, so as to consolidate its market share, enhance the competitiveness of the company in the industry, and seek for the maximization of benefits, so as to promote the marketing strategies of industrial products in the market segments of Metro OCS Applications provide new perspectives. At the same time, I also hope to provide more small and medium-sized enterprises with reference significance and value in marketing strategy. Keywords：Rail Transit; Metro; OCS; Marketing Strategy 目录 致谢 ........................................................................................................................................ I 摘要 ...................................................................................................................................... II Abstract ................................................................................................................................ III 第1章 绪论 ......................................................................................................................... 1 1.1选题的背景及意义 ..................................................................................................... 1 1.1.1 选题背景 .............................................................................................................. 1 1.1.2 研究意义 ............................................................................................................ 3 1.2 国内外研究现状 ........................................................................................................ 4 1.2.1 国外研究现状 .................................................................................................... 4 1.2.2 国内研究现状 .................................................................................................... 5 1.2.3 国内外研究现状评述 ........................................................................................ 6 1.3 研究内容与研究思路 ................................................................................................ 6 1.3.1研究内容 ............................................................................................................... 7 1.3.2 研究思路 .............................................................................................................. 7 1.4 研究方法与创新点 .................................................................................................... 7 1.4.1 研究方法 .............................................................................................................. 7 1.4.2 创新点 .................................................................................................................. 9 第2章 PM公司现状及环境分析 ..................................................................................... 10 2.1 PM公司现状分析 ..................................................................................................... 10 2.1.1公司简介 ............................................................................................................. 10 2.1.2公司资源及主要产品 ......................................................................................... 10 2.1.3公司现有营销策略 ............................................................................................. 11 2.1.4公司经营现状 ..................................................................................................... 12 2.2 PM公司的欧亿·体育（中国）有限公司环境分析——五力模型 ................................................................. 14 2.2.1供应商讨价还价的能力 ..................................................................................... 15 2.2.2买方讨价还价的能力 ......................................................................................... 15 2.2.3潜在的新进入者的威胁 ..................................................................................... 16 2.2.4 替代产品或服务的威胁 .................................................................................... 16 2.2.5同欧亿·体育（中国）有限公司内现有企业之间的竞争 ......................................................................... 17 2.3 PM公司主要竞争对手分析 ..................................................................................... 17 2.3.1 接触网零部件产品竞争对手 ............................................................................ 17 2.3.2 接触网运维产品竞争对手 ................................................................................ 18 第3章 PM公司营销策略问题综合分析 ......................................................................... 19 3.1公司问卷调查与访谈设计与分析 ........................................................................... 19 3.1.1问卷调查 ............................................................................................................. 19 3.1.2公司管理层访谈 ................................................................................................. 25 3.2 PM公司市场定位与营销策略问题分析 ................................................................. 26 3.2.1市场定位的问题 ................................................................................................. 27 3.2.2市场营销策略的问题 ......................................................................................... 28 3.3 PM公司营销策略问题原因分析 ............................................................................. 30 3.3.1市场定位问题的原因 ..............