RB公司智能梯控系统营销策略研究

发布时间：2018-08-10 20:36

【摘要】：近年来，随着房地产市场的疯狂发展，电梯行业进入了史无前例的繁荣时代。据中国电梯行业协会公布数据显示，2012年新增电梯超过53万台，截至2012年底，中国电梯保有量超过240万台。与电梯密切相关的智能梯控系统在电梯行业发展的带动下也得到了长足的发展。许多智能梯控系统厂家应运而生，给智能梯控系统市场带来活力的同时也使得市场的竞争日趋激烈。在智能梯控系统市场里面，RB公司始终顽强的面对着来自各方的激烈竞争。在其经营过程当中，虽然取得了一定的成绩，但自身仍然存在着一些问题，包括产品、价格、渠道、促销方面的问题。本文运用相关的市场营销理论结合实际对RB公司的智能梯控系统营销进行了分析。首先，介绍了RB公司智能梯控系统营销现状及存在的问题。其次，分析了RB公司智能梯控系统所面临市场环境，包括宏观环境、微观环境，，还对顾客购买行为进行了分析，并运用SWOT法对RB公司内部自身优势、劣势、机会、威胁进行了全方位的分析。最后，结合实际情况重新明确RB公司智能梯控系统的市场定位，并从产品策略、价格策略、渠道策略、促销策略等四个方面制定改善性策略。本文希望通过对智能梯控系统营销策略的研究，能为RB公司的智能梯控系统在未来的发展提供参考意见，同时通过这个案例的研究，希望能够为其他电梯制造商提供参考。
[Abstract]:In recent years, with the crazy development of the real estate market, the elevator industry has entered an unprecedented boom era. More than 530000 new elevators were added in 2012 and more than 2.4 million by the end of 2012, according to data released by the China Elevator Industry Association. The intelligent elevator control system which is closely related to the elevator has also been greatly developed under the development of elevator industry. Many intelligent ladder control system manufacturers emerge as the times require, which bring vitality to the intelligent ladder control system market, but also make the market competition increasingly fierce. In the intelligent ladder control system market, RB company is always facing fierce competition from all sides. In the course of its management, although it has made certain achievements, there are still some problems in itself, including product, price, channel and promotion. In this paper, the marketing of RB intelligent ladder control system is analyzed by using relevant marketing theory and practice. Firstly, the paper introduces the marketing status and problems of RB intelligent ladder control system. Secondly, the paper analyzes the market environment of RB intelligent ladder control system, including macro environment, micro environment and customer purchase behavior, and uses SWOT method to analyze the internal strengths, weaknesses and opportunities of RB company. The threat is analyzed in all directions. Finally, the market position of RB intelligent ladder control system is redefined according to the actual situation, and the improvement strategy is formulated from four aspects: product strategy, price strategy, channel strategy and promotion strategy. This paper hopes that through the research of the marketing strategy of intelligent ladder control system, it can provide reference for the future development of the intelligent ladder control system of RB company, and at the same time, through the study of this case, we hope to provide reference for other elevator manufacturers.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4

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