XM电梯市场营销策略研究

发布时间：2018-03-03 03:32

本文选题：XM电梯　切入点：房地产　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：XM电梯有限公司是0T电梯的全资海外子公司,致力于成为最具影响力的提升设备解决方案供应商和卓越服务的领导者,是世界电梯、扶梯、自动人行步道和其它垂直运送系统的制造商和服务商。近年来,我国房地产行业发展进入缓慢阶段,作为房地产重要配套产业的电梯行业,受到了直接的冲击,市场总体呈现缓慢增长状态。另一方面,电梯行业的产业结构正在发生变化,处于洗牌之年的电梯行业,一边是低迷的市场经济,一边是争相转型升级的企业,电梯企业的发展趋向引人深思。首先,论文从分析企业的外部环境入手,分别从政治环境、经济环境、社会环境和技术环境四种不同的角度描述了电梯行业的宏观环境,看到了房地产业及其关联产业在我国经济增长中占有的重要地位,虽然多项宏观数据表明电梯行业的发展日趋缓慢,但我国2015年“两会”对房地产业的政策支持,暗示了电梯行业发展的巨大潜力。同时,基于波特五力模型,通过对电梯行业环境的分析,又让我们了解到国内新兴电梯企业的日益崛起导致电梯行业市场竞争越来越激烈,电梯制造企业从以产品制造为主向服务领域延伸,逐步向为用户提供制造、销售、安装、维保全过程服务方向发展。然后,论文分析了企业的内部环境,发现了XM电梯在订单业绩、销售模式、企业品牌和销售工具四个方面存在的问题和不足,并运用SWOT分析法对企业内部的优势、劣势和外部的机会、威胁进行了具体剖析,做成了SWOT分析矩阵。最后,论文结合企业现状,理论联系实际,从产品、价格、渠道和促销四个方面为企业提出了营销策略的调整建议,也一并提出了建设企业文化、完善营销激励政策、精益企业流程、开展战略合作等确保营销策略能够有效实施的保障措施。本文旨在为XM电梯可持续发展的营销策略提供一定的参考,并为其它在制定营销策略的电梯企业提供借鉴。
[Abstract]:XM Elevator Co., Ltd., a wholly owned overseas subsidiary of 0T Elevator, is committed to becoming the most influential supplier of upgrade equipment solutions and a leader in excellent service. It is the world's elevator and escalator. Manufacturers and service providers of automated pedestrian walkways and other vertical transportation systems. In recent years, the development of the real estate industry in China has entered a slow stage. As an important supporting industry of real estate, the elevator industry has suffered a direct impact. On the other hand, the industrial structure of the elevator industry is changing. The elevator industry in the year of reshuffle is characterized by a depressed market economy and an enterprise scrambling to transform and upgrade. The development trend of elevator enterprises is thought-provoking. First of all, the paper describes the macro environment of elevator industry from four different angles: political environment, economic environment, social environment and technological environment. It has seen the important position of the real estate industry and its related industries in the economic growth of our country. Although many macroscopic data show that the elevator industry is developing slowly, the policy support of the "two sessions" to the real estate industry in 2015, At the same time, based on Porter's five-force model, through the analysis of the elevator industry environment, let us understand that the rising of domestic new elevator enterprises lead to more and more fierce market competition in the elevator industry. Elevator manufacturing enterprises extend from product manufacturing to service field, and gradually develop to provide customers with manufacturing, sales, installation and maintenance maintenance process services. Then, the paper analyzes the internal environment of the enterprise. The problems and shortcomings of XM elevator in four aspects such as order performance, sales model, enterprise brand and sales tools are found, and the internal strengths, weaknesses, external opportunities and threats of the enterprise are analyzed by using SWOT analysis method. Finally, combining with the current situation of the enterprise, combining theory with practice, the paper puts forward some suggestions for the enterprise to adjust its marketing strategy from the aspects of product, price, channel and promotion, and also puts forward the construction of enterprise culture. The purpose of this paper is to provide some reference for the sustainable development of XM elevator, such as perfecting marketing incentive policy, lean enterprise process, developing strategic cooperation and so on, which can ensure the effective implementation of marketing strategy. And for other elevator enterprises in the development of marketing strategy to provide reference.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.4

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