荷兰W公司在中国电梯行业市场拓展优化研究

发布时间：2018-03-02 19:14

本文选题：电梯钣金生产设备　切入点：品牌重新定位　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：过去10年(2006-2015),中国的电梯行业在国家大力扶持房地产的背景下稳步快速地发展,从年产30万台量到如今的接近90万台量,中国早已成为世界第一大电梯生产制造国家。从德国提出工业4.0和中国提出2025中国制造的前提下,经历了 2015年下半年的房地产以及经济的萎靡,在中国的各电梯生产厂家开始考虑使用钣金柔性化自动生产线以取代老旧的"以手代工"的生产方式。尤其近年来,电梯事故频繁发生,对于电梯生产质量的考虑越发严重。而目前国内市场上,所引进的欧美发达国家设备的选择相对较少,且价格昂贵。但是,国内的设备制造厂商的设备稳定性和设备使用率并不高,那么就给一些国外的中小型企业进入中国创造了很好的/大量的机会,从而满足各个行业的需求。但欧美的中小型企业如何在中国立足,成为了一个新的课题。本文通过利用品牌定位、市场调研分析、内外部的资源整合等品牌营销策略来优化荷兰W公司在中国电梯行业的市场营销拓展,在电梯钣金自动化生产设备的激烈竞争环境下占有一席之地,获得相对的利润空间,并确保W公司的核心竞争力。同时,运用了 SWOT分析工具、R软件的聚类分析工具对于收集到各类市场调研数据进行分析,并利用品牌重新定位、差异化营销和核心竞争力理论对于荷兰W公司在中国电梯钣金生产设备行业中提出问题和遇到的困难,最后提出以服务营销为主、对于设备产品更新、产品价格定位以及营销渠道等几方面进行市场拓展优化策略。通过案例研究分析,对公司以后在中国的发展提供参考和借鉴。
[Abstract]:Over the past 10 years, China's elevator industry has grown steadily and rapidly in the context of the state's efforts to support real estate, from an annual output of 300,000 units to nearly 900,000 units today. China has long been the world's largest producer of elevators. From the premise of industrial 4.0 proposed by Germany and made in China 2025 by China, China experienced a real estate and economic downturn in the second half of 2015. Elevator manufacturers in China have begun to consider the use of flexible sheet metal production lines to replace the old "manual manufacturing" mode of production. In particular, elevator accidents have occurred frequently in recent years. The quality of elevator production is more and more serious. At present, in the domestic market, the choice of imported equipment in developed countries in Europe and America is relatively few, and the price is expensive. However, The equipment stability and equipment utilization rate of domestic equipment manufacturers are not high, so it has created a good / large number of opportunities for some small and medium-sized enterprises from abroad to enter China. In order to meet the needs of various industries. However, how to establish a foothold in China for small and medium-sized enterprises in Europe and the United States has become a new topic. Internal and external resources integration and other brand marketing strategies to optimize the Netherlands W company in China elevator industry marketing expansion, in the elevator sheet metal automation production equipment in the fierce competition environment, to obtain a relative profit space, At the same time, the cluster analysis tool of SWOT analysis tool / R software is used to analyze all kinds of market research data collected, and the brand is repositioned. The theory of differential marketing and core competence raises problems and difficulties for Dutch W Company in China's elevator sheet metal production equipment industry. Finally, it puts forward that service marketing should be the main part, and equipment products should be updated. Through the case study and analysis, this paper provides a reference for the future development of the company in China.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.4

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