C电梯公司云南市场营销策略研究

发布时间：2018-06-04 09:04

本文选题：电梯行业 + 目标市场　；参考：《昆明理工大学》2013年硕士论文

【摘要】：随着中国经济的持续快速发展,房地产建设的不断加大,为我国电梯行业提供了难得的发展机遇。中国作为全球第一大电梯市场,犹如磁石一般吸引着国内外电梯品牌。美国奥的斯、瑞士迅达、芬兰通力等外资企业在中国国内的市场份额达到了80%左右,高水平竞争的激烈性促进了一大批中小型电梯企业的进步与发展,使得国内电梯企业的生产技术和质量水平得到了稳步提高。为了与市场的发展相适应,电梯行业在结构调整和自身建设方面做了很大努力,不但满足了国内需求,而且出口量大幅增长。电梯行业的管理水平、产品质量、产品性能、生产工艺、服务水准不断提高,市场秩序持续改善,为我国电梯企业的长远发展奠定良好的基础。但面对中国电梯行业优胜劣汰不断深化,作为电梯制造企业,只有把握准了电梯市场竞争、市场需求等方面的渐进和演变趋势,提高研发能力,并以此为依据分析制定出科学有效的电梯营销战略,确定相应的实施步骤,抢先推进企业现代组织形式构建和不断完善,以不至于被市场淘汰出局。 C电梯公司是一家集电梯制造、销售、安装、服务于一体的大型本土电梯企业,受到来自行业的竞争压力和内外部环境的影响,面临着诸多挑战,电梯行业依附于并受到房地产行业发展大环境的影响等等问题,对于C电梯公司如何加强内部管理,提升品牌形象,提高市场占有率,成为C电梯企业经营中的重中之重。本文将在市场营销管理、市场营销策略的理论基础上,运用SWOT工具分析C电梯公司目前的市场环境情况,通过对C电梯公司云南省电梯市场发展需求与C电梯公司云南省销售现状的分析做出市场细分,结合云南省电梯行业的竞争态势明确市场目标与定位,提出C电梯公司在云南省应采取的市场营销策略。论文的研究针对电梯行业中的民族电梯企业—C电梯公司电梯的营销策略进行具体分析,旨在对目前中国民族电梯的营销研究发展具有一定的现实意义。
[Abstract]:With the continuous and rapid development of Chinese economy and the increasing of real estate construction, it provides a rare opportunity for the elevator industry in China. As the largest elevator market in the world, China attracts domestic and foreign elevator brands like magnets. In Otis, Switzerland, Schindler, Finland, Kone, and other foreign enterprises have a market share of about 80% in China. The intensity of high level competition has promoted the progress and development of a large number of small and medium-sized elevator enterprises. The production technology and quality level of domestic elevator enterprises have been steadily improved. In order to adapt to the development of the market, the elevator industry has made great efforts in structural adjustment and self-construction, not only to meet the domestic demand, but also to increase the export volume. The management level, product quality, product performance, production technology, service level and market order of elevator industry are improved continuously, which lays a good foundation for the long-term development of elevator enterprises in our country. However, in the face of the deepening of the survival of the fittest in the elevator industry in China, as an elevator manufacturing enterprise, only by grasping the gradual and evolving trend of elevator market competition, market demand, and so on, can we improve our R & D capability. Based on the analysis, the author makes a scientific and effective elevator marketing strategy, determines the corresponding implementation steps, and preempts the construction and continuous improvement of the modern organizational form of the enterprise, so as not to be eliminated by the market. C Elevator Company is a large local elevator enterprise which integrates elevator manufacturing, sales, installation and service. It is faced with many challenges due to the competitive pressure from the industry and the influence of the internal and external environment. The elevator industry depends on and is affected by the real estate industry development environment and so on. How to strengthen the internal management, enhance the brand image and increase the market share of C elevator company has become the most important part in the management of C elevator enterprise. Based on the theory of marketing management and marketing strategy, this paper will use SWOT tools to analyze the current market environment of C Elevator Company. Through the analysis of the market demand of C elevator company and the sales status of C elevator company in Yunnan province, the market segmentation is made, and the market objective and position are defined in the light of the competitive situation of the elevator industry in Yunnan Province. Put forward the marketing strategy that C elevator company should adopt in Yunnan province. This paper analyzes the marketing strategy of the elevator of the national elevator company -C in the elevator industry, aiming at the research and development of the marketing of the national elevator in China.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4

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