巨人通力电梯市场营销策略研究
发布时间：2018-12-10 17:16
【摘要】：近几年随着中国经济的持续发展、城镇化建设的加速和房地产业的发展,电梯行业也得到了蓬勃发展,电梯产业的前景和走势也是一片光明,电梯业市场需求越来越大。但对电梯需求不断增加的同时,随着外资企业在中国本土的深入,我国本土电梯企业在技术、设备、经营等方面与国外电梯巨头的差距也不断显现出来,在国内市场日益国际化的今天,面对越来越激烈的竞争环境,各电梯巨头如何保持不败地位并最终胜出,获得自己理想的市场份额和销售业绩,在生产技术和设备差别不大的前提下,营销战略就成了获胜的决定性因素。 本文首先对营销及其相关理论,电梯业的现状及竞争态势进行了简要的阐述和介绍,然后从巨人通力电梯有限公司的内、外部环境入手,进行企业的SWOT分析,阐述并制定与巨人通力电梯发展相适应的产品策略、价格策略、渠道策略、促销策略,并对巨人通力的营销实施保障做了介绍,以期对巨人通力电梯有限公司的市场营销活动起到促进作用。
[Abstract]:In recent years, with the sustained development of Chinese economy, the acceleration of urbanization and the development of real estate industry, the elevator industry has also been booming. The prospect and trend of elevator industry is also bright, and the market demand of elevator industry is increasing. However, with the increasing demand for elevators, with the deepening of foreign enterprises in China, the gap between domestic elevator enterprises and foreign elevator giants in terms of technology, equipment, management, and so on has been constantly emerging. In the increasingly international domestic market today, in the face of more and more fierce competition environment, the elevator giant how to maintain an unbeaten position and ultimately win, to obtain their ideal market share and sales performance, On the premise of little difference between production technology and equipment, marketing strategy becomes the decisive factor to win. In this paper, the marketing and related theories, the current situation of elevator industry and the competitive situation are briefly described and introduced, and then the SWOT analysis of the enterprise is carried out from the internal and external environment of giant Kone Elevator Co., Ltd. This paper expounds and formulates the product strategy, price strategy, channel strategy and promotion strategy suitable for the development of Giant Kone Elevator, and introduces the marketing implementation guarantee of Giant Kone. With a view to giant Kone Elevator Co., Ltd. marketing activities play a role in promoting.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.4;F274
本文编号：2370936
[Abstract]:In recent years, with the sustained development of Chinese economy, the acceleration of urbanization and the development of real estate industry, the elevator industry has also been booming. The prospect and trend of elevator industry is also bright, and the market demand of elevator industry is increasing. However, with the increasing demand for elevators, with the deepening of foreign enterprises in China, the gap between domestic elevator enterprises and foreign elevator giants in terms of technology, equipment, management, and so on has been constantly emerging. In the increasingly international domestic market today, in the face of more and more fierce competition environment, the elevator giant how to maintain an unbeaten position and ultimately win, to obtain their ideal market share and sales performance, On the premise of little difference between production technology and equipment, marketing strategy becomes the decisive factor to win. In this paper, the marketing and related theories, the current situation of elevator industry and the competitive situation are briefly described and introduced, and then the SWOT analysis of the enterprise is carried out from the internal and external environment of giant Kone Elevator Co., Ltd. This paper expounds and formulates the product strategy, price strategy, channel strategy and promotion strategy suitable for the development of Giant Kone Elevator, and introduces the marketing implementation guarantee of Giant Kone. With a view to giant Kone Elevator Co., Ltd. marketing activities play a role in promoting.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.4;F274
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，本文编号：2370936
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