本案例由江南大学商学院的李峰教授团队撰写，江南大学商学院案例中心研究员葛智杰全文改编，江南大学商学院案例中心研究员陈田田为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：互联网时代下信息更加透明化，竞争对手能够更加容易且便捷地获取客户信息。采购企业可获得的供应商信息大大扩展，不再拘泥于以往在非常少的供应商里做选择。这种转变无疑对江平公司的营销与竞争策略带来了巨大冲击，行业内的竞争变得异常激烈。为在市场中站稳脚跟，江平公司经过充分市场调查与访谈后，决定集中主要优势资源于火力发电市场，持续跟踪发现客户的需求变化，同时投入部分资源结合新市场的需求去开发新产品。在营销方面，公司致力于在产品的标准化与模块化、降本增效、客户关系、品牌建设与宣传这四个方面持续发力，努力为企业创造更多价值。本案例系统梳理了江平公司在营销增长上的系列措施，为更多以客户需求为导向亟待转型升级的企业提供了一定的实践启示。

关键词：营销增长；客户导向；市场分析；转型升级

Jiangping Company: Explore new ways of marketing growth

Abstract: In the Internet era, information is more transparent, and competitors can obtain customer information more easily and conveniently. The availability of supplier information to purchasing companies has been greatly expanded, and they are no longer constrained to choose from a very small number of suppliers. This change has undoubtedly brought a huge impact on the marketing and competition strategy of Jiangping company, and the competition within the industry has become extremely fierce. In order to gain a firm foothold in the market, Jiangping Company decided to concentrate its main advantageous resources in the thermal power generation market after full market survey and interview, continuously tracked and discovered the changes in customer demand, and at the same time invested part of resources to develop new products in combination with the demand of the new market. In terms of marketing, the company was committed to continuing to exert efforts in the four aspects of product standardization and modularization, cost reduction and efficiency improvement, customer relations, brand building and publicity to create more value for the company. This case systematically combed a series of measures in the marketing growth of Jiangping Company, and provided some practical enlightenment for more firms in urgent need of transformation and upgrading based on customer demand.

Keywords: Marketing growth; Customer orientation; Market analysis; Transformation and upgrading