中图分类号： C939密级： 公开
UDC：学校代码： 10094
硕士学位论文
（专业学位）
新冠疫情背景下 H 公司营销
策略优化研究
Research on the optimization of H company;s
marketing strategy under the background of the
COVID-19 epidemic
研 究 生 姓 名 ： 高晓源
指 导 教 师 ： 赵国华 副教授
董万旭
专业学位类别： 工商管理
专业学位领域： 企业管理
论文开题日期： 2021 年 6 月 18 日
二〇二二年五月三十日 学位论文原创性声明
本人所提交的学位论文《新冠疫情背景下 H 公司营销策略优化研究》，是在导师的
指导下，独立进行研究工作所取得的原创性成果。除文中已经注明引用的内容外，本论
文不包含任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究做出重要贡
献的个人和集体，均已在文中标明。
本声明的法律后果由本人承担。
论文作者（签名）： 指导教师确认（签名）：
2022 年 5 月 30 日2022 年 5 月 30 日
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论文作者（签名）：指导教师（签名）：
2022 年 5 月 30 日2022 年 5 月 30 日
2 摘 要
本文以 H 公司作为研究对象，首先搜集查阅了相关文献，调研了相关研究方向，经
过分析后明晰并确定了研究内容和研究意义，基于对H 企业疫情后复工复产情况的追踪
调研后发现，在激烈的国际竞争环境下，H 企业出口规模已呈下降趋势。近十年来，H
公司出口销售额急剧下滑，根据现有文献的研究内容和研究趋势发现，H 公司依旧依靠
原来的营销模式难以应对国际经济贸易变化的局面，尤其是在新冠疫情背景下出现了更
多地问题，如何对现存情况进行优化，这也是本文希望能够详细探讨的重点。
本文通过利用市场营销理论和微笑曲线理论，根据企业近年来所处的政治、经济、
社会、技术等营销环境，结合 H 公司现有的销售渠道、市场细分、目标市场、市场定位
等营销策略现状和自身发展特点，从产品、价格、渠道、促销、附加值产出和盈利能力
等不同层面进行了分析，发现 H 公司在营销中主要存在以下问题：H 公司自身核心能力
薄弱，新的核心竞争力还有待建立；有一定的品牌意识，但自主品牌的建设有所欠缺；
受传统外贸思维模式影响销售渠道仍较为传统；随着客户订单累计增加，可生产的产品
种类型号数量过多；疫情后中国作为最快恢复经济的国家，同时又是全球最大的生产国
和消费国之一，国内市场的开发不容忽视；还有因疫情导致出现成本上涨、汇兑、收贷
等多重风险，容易造成不可挽回的经济损失。
最后，针对问题提出了相应建议，包括：加强设计研发，构建新的核心竞争力；重
视品牌运营，提高产品附加值；拓宽销售渠道，重视电子商务；精准定位，合理规划产
品；应对新冠疫情挑战，提升内销综合实力等市场营销方面的营销策略优化，另外，还
提出了多角度提高风险控制能力的方法，相信对于 H 公司在当前特殊的贸易环境中提升
竞争力具有一定的实际意义。
关键词：新冠疫情 市场营销策略优化
3 Abstract
This paper takes Company H as the research object, firstly collects and consults relevant
literature, investigates relevant research directions, and clarifies and determines the research
content and research significance after analysis. Under the fierce international competition
environment, the export scale of H enterprises has shown a downward trend. In the past ten
years, company H;s export sales have declined sharply. According to the research content and
research trends of existing literature, it is found that company H still relies on the original
marketing model to cope with the situation of changes in international economic and trade,
especially in the context of the new crown epidemic. More questions, how to optimize the
existing situation, this is also the focus of this article to discuss in detail.
By using the marketing theory and the smile curve theory, according to the political,
economic, social, technological and other marketing environments that the company has been
in in recent years, combined with the existing sales channels, market segmentation, target
market, market positioning and other marketing strategies of Company H The status quo and
its own development characteristics are analyzed from different levels such as products, prices,
channels, promotions, value-added output and profitability. Competitiveness has yet to be
established; there is a certain brand awareness, but the construction of independent brands is
lacking; affected by the traditional foreign trade thinking mode, the sales channels are still
relatively traditional; with the cumulative increase of customer orders, there are too many
types of products that can be produced; As the fastest country to recover the economy after
the epidemic, China is also one of the largest producers and consumers in the world. The
development of the domestic market cannot be ignored. There are also multiple risks such as
rising costs, foreign exchange, and loan collection due to the epidemic, which are easy to
cause irreparable economic loss.
Finally, corresponding suggestions are put forward in response to the problems,
including: strengthening design and research and development, and building new core
competitiveness; attaching importance to brand operation and improving product added value;
expanding sales channels and attaching importance to e-commerce; accurate positioning and
rational product planning; coping with the challenges of the new crown epidemic , to improve
the comprehensive strength of domestic sales and other marketing strategy optimization. In
addition, it also proposes methods to improve risk control capabilities from multiple
perspectives. It is believed that it has certain practical significance for H company to enhance
4its competitiveness in the current special trade environment.
Key Words:The COVID-19 epidemic Marketing Strategy optimization
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