摘要
摘要
由于工业化的发展、城镇化的速度加快、以及人口老龄化的增多，导致慢
性病逐渐成为了城市人口最主要的致死因素。参加体育运动,有助于预防慢性
病、增强体质有很大意义。疫情的突然来临，使得大部分健身爱好者开始选择
在家进行锻炼，室内家用跑步机成为大多数人的选择。跑步机作为 K 公司关键
产品，占有重要地位，而传统跑步机作为成熟产品，面临淘汰和竞争激烈的问
题，而新型多媒体跑步机作为新产品又存在认知度低，定价相对较高，在市场
中销量并不理想，没有市场竞争力，且 K 公司实行的营销策略存在价格体系不
完善、营销渠道单一、促销活动未能与时俱进等问题，因此，如何系统性制定
适合的市场营销策略，在迎合市场上用户需求的同时，提高企业盈利获得更多
的发展空间，达到双赢的营销方案，成为本论文研究的关键。
本文首先回顾相关概念与市场营销理论，明确了 K 公司市场细分、目标市
场和市场定位三个组成部分的营销内容，提出 K 公司目前营销策略所存在的问
题，随后对 K 公司的所在的市场环境从宏观、微观两方面分析，得出宏观环境
对 K 公司的发展起到促进作用，通过微观环境分析得出，K 公司目前来企业自
身、供应商、竞争对手问题压力较大。再将消费者购买决策理论与问卷调查结
果相结合分析不同因素对消费者的购买决策的影响。最后运用相关理论，并根
据 K公司所面临的问题给出了相应的营销策略优化方法。一方面有助于 K公司
对目前所处环境有更清晰的了解，从而达到市场资源的优化配置，进一步增强 K
公司产品的市场竞争力。另一方面也可以丰富跑步机产品在市场营销中的实际
应用，给其他同类型的企业在营销策略方面进行借鉴。
本文通过研究得出，产品策略方面，提出现有产品优化策略，从产品设计、
产品配置、产品娱乐性、社交属性上进行产品优化。价格策略方面，提出针对
公司产品的特点采取灵活定价方式。产品定价实行分档定价方式，根据不同档
位，定价不同。根据客户等级，进行分级定价，产品价格以竞争导向定价为主，
渠道方面，提出以网络销售渠道为主，建立直营渠道和新零售渠道的多渠道策
略。促销方面，开展礼品赠送、节日促销、展会推广、分期免息等与时俱进的
活动。
关键词：4P ；跑步机 ；营销策略
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Abstract
Abstract
Due to the development of industrialization,the acceleration of urbanization and
the increase of population aging,chronic diseases have gradually become the most
important lethalfactor forurbanpopulation.Participation insports isof great
significance to prevent chronic diseases and enhance physique.The sudden arrival of
the epidemic,making most fitness enthusiasts began to choose to exercise at home,
indoor home treadmills become the choice of most people.As a key product of K
company,treadmill occupies an important position.As a mature product,the traditional
treadmill is facing the problem ofelimination and fierce competition.As a new
product, the new multimedia treadmill has low awareness and high pricing.The sales
in the market is not ideal and there is no market competitiveness.In addition, the
marketing strategy implemented by K company has some problems, such as imperfect
price system, single marketing channel, and the failure of promotion activities to keep
pace with thetimes.Therefore,how to systematically developsuitable marketing
strategies to meet the needs of users in the market and improve the profitability of
enterprises to obtain more development space and achieve a win-win marketing plan
has become the key to this paper.
This paper first reviews the relevant concepts and marketing theories, clarifies
the marketing content of the three components of K company’ s market segmentation,
target market and market positioning,and puts forward the problems existing in K
company’s current marketing strategy.Then it analyzes the market environment of K
company from the macro and micro aspects, and draws the conclusion that the macro
environment plays a promoting role in the development of K company.Through the
analysis of the micro environment,it is concluded that K company is under great
pressure on theproblems of itself,suppliers and competitors.Thenthe consumer
purchase decision theory and questionnaire survey results are combined to analyze
the influenceof different factorson consumer purchasedecision. Finally,using
relevanttheories,andaccordingtotheproblemsfacedbyKCompany,the
corresponding marketing strategy optimization method is given. On the one hand,it
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