工業機器人行業分析 及工業機器人銷售公司的行銷策略研究 ─以A公司為例

Abstract

自2013年以來，中國已成為全球最大的工業機器人市場，巨大的市場需求吸引了大量投資者，帶來了前所未有的機遇與挑戰。隨著人工智慧技術的迅速發展以及國家政策的積極支持，工業機器人行業迎來了新的發展階段。2024年，A公司作為一家初創的工業機器人銷售公司，在這一背景下應運而生。公司初期專注於銷售，最終目標是成為集生產與銷售於一體的綜合性機器人公司。 本文首先對中國工業機器人行業的市場環境進行全面分析，探討了行業的發展趨勢、競爭格局以及面臨的機遇與挑戰，旨在為理解整個行業的市場動態提供理論支援和資料支援。通過對行業的分析，本文揭示了工業機器人市場的核心驅動力，包括技術創新、政策支持和市場需求等因素。 在此基礎上，本文以A公司為個案，分析了該公司在競爭激烈的市場環境中面臨的具體行銷問題。通過應用STP理論、4Ps行銷理論和SWOT分析法，本文深入剖析了A公司當前的市場行銷策略，並提出了具體的優化方案。此外，本文還從制度保障、人員保障、技術保障、資金保障四個方面提出了相應的支持措施，以提升A公司的市場競爭力。 最後，本文總結了研究成果，並提出了研究的不足與未來展望。通過對工業機器人行業的系統分析和A公司市場行銷策略的深入研究，本文為行業內其他企業提供了有益的借鑒和參考。

Since 2013, China has become the largest industrial robot market in the world, attracting a substantial number of investors and bringing unprecedented opportunities and challenges. With the rapid development of artificial intelligence technology and active government policies, the industrial robot industry has entered a new phase of growth. In 2024, Company A, a startup specializing in industrial robot sales, was established in this context. Initially focused on sales, the company's ultimate goal is to become a comprehensive robotics company integrating both production and sales. This paper first provides a comprehensive analysis of the market environment of China’s industrial robot industry, exploring the industry's development trends, competitive landscape, and the opportunities and challenges it faces. The analysis aims to provide theoretical and data-driven insights into the market dynamics of the industry. Through this examination, the paper identifies the key driving forces of the industrial robot market, including technological innovation, policy support, and market demand. Building on this, the paper uses Company A as a case study to analyze the specific marketing challenges the company faces in a highly competitive market. By applying STP theory, the 4Ps marketing theory, and SWOT analysis, the paper thoroughly examines Company A's current marketing strategies and proposes concrete optimization plans. Additionally, the paper offers supporting measures from four key aspects—system support, personnel support, technological support, and financial support—to enhance the company’s market competitiveness. Finally, the paper concludes with a summary of the research findings, outlining the study's limitations and future research directions. The research provides valuable insights for the development and sales strategies of other industrial robot companies.