E公司中国市场差异化营销战略探析

发布时间：2018-08-05 12:31

【摘要】：我国改革开放以来,国内经济高速发展,城镇化建设不断推进,使得电梯在高层建筑和公共场所逐渐成为重要而不可或缺的建筑特种设备。自2006年以来,国内电梯市场需求量持续增长,电梯保有量逐年壮大,国内市场的巨大潜力吸引了众多的电梯制造企业安营扎寨。但随着近年房地产行业的调控和发展趋缓,目前电梯行业发展趋势呈现出“增量持续增加,增长率下降”的局面,行业内的竞争日益激烈,比如产品同质化越发严重,价格陷入恶性竞争,维保业务发展滞后等。对企业来说应在危机中寻求机遇与挑战,直面电梯企业即将面临的新一轮洗牌。本文通过对E公司经营现状及内外环境分析,结合电梯行业的现状和发展趋势,运用SWOT分析法来研究E公司营销战略所需的转变,并分析E公司实行差异化营销战略的需要程度,明确实施差异化营销战略的目的。并从产品创新差异化、维保服务差异化、品牌差异化三方面提出具体内容、实施途径和保障措施。希望通过本文的方案建议帮助E公司打造优势E品牌,推出有特色的产品,提供卓越的售后维保服务,并进一步拓宽国内目标市场,提高市场占有率,从而达成企业的美好愿景。
[Abstract]:Since the reform and opening up of our country, the rapid development of domestic economy and the development of urbanization have made elevator gradually become an important and indispensable special building equipment in high-rise buildings and public places. Since 2006, the domestic elevator market demand has continued to grow, elevator ownership has grown year by year, the huge potential of the domestic market has attracted many elevator manufacturers to camp. However, with the adjustment and development of the real estate industry slowing down in recent years, the current development trend of the elevator industry has shown a situation of "increasing continuously and decreasing the growth rate". The competition in the industry is becoming increasingly fierce, such as the more serious homogeneity of products. The price falls into the vicious competition, the maintenance business development lags behind and so on. Enterprises should seek opportunities and challenges in the crisis, facing the elevator enterprises will face a new round of reshuffle. In this paper, through the analysis of E Company's management status and internal and external environment, combined with the current situation and development trend of elevator industry, we use SWOT analysis method to study the necessary changes of E Company's marketing strategy. It also analyzes the need for E Company to implement the differentiated marketing strategy, and makes clear the purpose of implementing the differentiated marketing strategy. It also puts forward the concrete contents, implementation ways and safeguard measures from three aspects: product innovation differentiation, maintenance service differentiation and brand differentiation. I hope to help E Company to build advantage E brand, launch characteristic products, provide excellent after-sales maintenance service, and further broaden the domestic target market, increase market share, through the proposal of this paper, In order to achieve a better vision of the enterprise.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.4

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