E电梯公司营销渠道策略研究

发布时间：2018-08-28 11:19

【摘要】：上世纪80年代以来，外资品牌电梯企业纷纷进入中国市场，带动了中国电梯行业的蓬勃发展。随着中国房地产市场的发展及城市基础设施的完善，电梯产品的需求也日益增加。面对巨大的发展机遇和庞大的中国电梯市场，一方面外资电梯品牌不断增加在华投资，扩大规模，抢占市场份额；另一方面民族品牌也在不断地提升自身产品技术含量，降低制造及营运成本，学习国外先进管理经验，完善自身营销渠道，以期利用本土优势逐步赶超外资品牌。中国电梯行业的市场竞争日益激烈。 E电梯公司是美国奥的斯电梯在华的全资子公司，在中国独立发展“EXPRESS”品牌。由于其进入中国电梯市场的时间与其他外资品牌相比还很短，目前仍处在市场开发和营销渠道建设阶段。面对激烈的市场竞争环境，E公司一方面根据建筑市场发展趋势适时调整企业产品策略，提高零部件国产化率降低生产成本，获得价格优势；另一方面将目光放在拓展优质高效的营销渠道上，力争在竞争中后发制人，迅速抢占中国市场份额。本文首先回顾了营销渠道的相关理论和研究，而后介绍了中国电梯行业现状和E公司经营状况。通过运用SWOT分析法研究其在市场中的优势，劣势，威胁和机会，阐述了企业发展的状况。随后基于营销渠道理论，介绍了E公司营销渠道的概况和构成、分析了现有营销渠道的特点，揭示了其在渠道代理商管理，运营效率，项目冲突，，产品价格无序，窜货和渠道终端客户控制力等方面存在的问题，并提出了相关的对策。最后指出，E公司应从营销渠道制度，人员，信息和企业文化建设等四个方面入手建立保障措施，以确保其营销渠道健康有序发展。通过本文的研究和分析，希望能够帮助E公司更有效的执行其营销渠道策略，更高效的进行渠道管理，为企业在国内市场今后的发展打下坚实的基础，同时也希望对其他同类型企业有一定的借鉴意义。
[Abstract]:Since the 1980s, foreign brand elevator enterprises have entered the Chinese market, driving the vigorous development of the Chinese elevator industry. With the development of Chinese real estate market and the improvement of urban infrastructure, the demand for elevator products is increasing day by day. In the face of enormous opportunities for development and huge Chinese elevator market, on the one hand, foreign elevator brands continue to increase their investment in China, expand their scale, and seize market share; on the other hand, national brands are also constantly increasing their own product technology content. Reduce manufacturing and operating costs, learn from foreign advanced management experience, improve their own marketing channels, in order to make use of local advantages to catch up with foreign brands step by step. The Chinese elevator industry is increasingly competitive in the market. E Elevator Company is a wholly owned subsidiary of Otis Elevator in China and independently develops the "EXPRESS" brand in China. Because of its short time to enter Chinese elevator market compared with other foreign brands, it is still in the stage of market development and marketing channel construction. Facing the fierce market competition environment, on the one hand, according to the development trend of the construction market, E Company adjusts the enterprise product strategy timely, improves the localization rate of parts and reduces the production cost, obtains the price superiority; On the other hand, focus on the development of high quality and efficient marketing channels, strive to attack in the competition, quickly seize the market share of China. This paper first reviews the relevant theories and studies of marketing channels, and then introduces the status quo of elevator industry and E Company in China. By using SWOT analysis method to study its advantages, disadvantages, threats and opportunities in the market, this paper expounds the status of enterprise development. Then, based on the marketing channel theory, this paper introduces the general situation and composition of E company's marketing channel, analyzes the characteristics of the existing marketing channel, and reveals its characteristics in the channel agent management, operational efficiency, project conflict, product price disorder, etc. The problems existing in goods channeling and channel terminal customer control, and the related countermeasures are put forward. Finally, it is pointed out that the company should establish the safeguard measures from four aspects of marketing channel system, personnel, information and enterprise culture construction, so as to ensure the healthy and orderly development of its marketing channel. Through the research and analysis of this paper, I hope to help E Company to carry out its marketing channel strategy more effectively, to carry out channel management more efficiently, and to lay a solid foundation for the future development of enterprise in the domestic market. At the same time, I also hope that the same type of other enterprises have a certain reference significance.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.6

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