延边天禹电梯销售安装有限公司营销策略研究

发布时间：2018-04-10 05:27

本文选题：营销策略　切入点：SWOT分析　出处：《吉林财经大学》2017年硕士论文

【摘要】：目前我国正朝着两个一百年的奋斗目标大踏步迈进,工业化和城镇化水平不断提高。随着全面建成小康社会目标的逐步达成,城镇化水平稳步推进,大量农村人口转为城镇人口,必将带动城市住宅、商厦的发展和车站、机场等基础设施建设,这都为电梯行业提供了发展空间。此外国家对中小企业金融扶持力度持续加大,有效促进形成“大众创业、万众创新”的良好局面,一些列政策的出台为中小企业发展提供了有利的金融环境。延边地区也跟随时代步伐,积极推进城市化建设,房屋住宅、商业地产以及医疗、车站等公共场所的基础设施投入力度持续增大,给电梯行业带来良好市场前景。机遇总是与挑战并存,电梯行业也存在激烈竞争,而且由于不同层次的电梯厂商、经销商参与竞争,电梯困人、伤人事件多次发生,极大牵动着人们的神经,引发高度关注。电梯的质量检验和日常维保养护显得尤为重要和迫切,一定程度上加速了市场的优胜劣汰。延边天禹电梯销售安装有限公司(以下简称延边天禹公司),作为延边地区一家起步较早的电梯经销商,进过十多年的发展,虽然在市场占有率方面有一定优势,但是随着时代发展,消费者需求不断提升,在营销策略选择与运用上急需改进提升。近几年延边天禹公司的经营业绩逐步下滑,更是摆在公司领导者面前的一个刻不容缓的难题。本文以延边天禹公司营销策略为研究对象,通过有针对性的市场调研,结合SWOT分析法,分析了企业存在的优势、劣势、机会和威胁,据此确定了公司总的发展战略,在此基础上运用市场营销相关理论,制定了具体可行的包括产品、价格、渠道、促销在内的4P营销组合策略,并提出相应保障措施。以期挖掘出并解决公司目前市场营销方面存在的问题,找到一系列合公司发展壮大的对策,帮助公司树立品牌形象,提升产品和服务质量,获得消费者认可和信赖,最终提高公司市场占有率,提升营业利润。同时对同类公司也能起到良好借鉴意义,从而达到优化市场环境的效果。
[Abstract]:At present, our country is facing the two one hundred year goal strides forward, and constantly improve the level of industrialization and urbanization. With the goal of building a moderately prosperous society gradually reached the level of urbanization steadily, a large number of rural population into urban population, will lead the city residential, commercial development and infrastructure construction of the airport station. So, it provides development space for elevator industry. In addition to the state financial support for small and medium-sized enterprises continue to increase efforts, effectively promote the formation of "public entrepreneurship, innovation, good situation" provides a favorable financial environment a series of policies for the development of small and medium-sized enterprises. Yanbian also follow the pace of the times, and actively promote the city of the construction of residential housing, commercial real estate, medical, railway stations and other public places continue to increase infrastructure investment, to the elevator industry to bring good machine market prospects. Always met with challenges, there is fierce competition in the elevator industry, but also because of the different levels of the elevator manufacturers, dealers to participate in the competition, elevator, wounding incidents, greatly affects people's nerves, causing great concern. The quality inspection and daily maintenance of elevator maintenance is particularly important and urgent, to a certain extent accelerated market survival of the fittest. Yanbian Tianyu elevator sales and Installation Company Limited (hereinafter referred to as Yanbian Tianyu company), as a starting in Yanbian earlier lift dealers, in more than 10 years of development, although there are certain advantages in the market share, but with the development of the times, consumer demand is rising, improvement in marketing strategy selection and use of urgent need. In recent years, Yanbian Tianyu company's operating performance gradually decline, it is an urgent problem placed in front of the company leader Taking Yanbian Tianyu company's marketing strategy as the research object, through targeted market research, combined with the SWOT analysis method, analyzes the enterprise's strengths, weaknesses, opportunities and threats, to determine the overall development strategy of the company, on the basis of the use of marketing related theories, including specific feasible product, price, channel, promotion, 4P marketing strategy, and puts forward the corresponding safeguard measures. In order to dig out and solve the existing problems of the marketing company, find a series of countermeasures and development and expansion of the company, help the company establish a brand image, enhance the quality of products and services, access to consumer recognition and trust, and ultimately to improve the company market share, improve operating profit. At the same time can also play a good reference to similar companies, so as to optimize the market environment.

【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.4

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