奥的斯品牌营销战略分析

发布时间：2019-01-24 19:09

【摘要】：经济飞速发展,科学科技不断进步。建筑物的高度也节节高升,未来五到十年,人类的居住空间有望达到千米以上。随着我国城市化进程的不断提高,电梯业在近几年飞速发展。自1980年,瑞士迅达电梯在北京建立了中外合资工厂以后,外资品牌利用自己先进的科技、强大的网络、品牌的营销力在中国市场上大行其道,迅速扩张。民族品牌在模仿、学习的过程中,也逐渐创出自己的一片天地。国产品牌中康力、嘉捷等民营企业也逐渐树立了自己的品牌营销力。全国有电梯制造企业500多家,2014年产电梯将超60万台(包括出口数量),而1984年的电梯年产量为1万台。可是,随着市场的扩大、中国宏观经济环境的变化、制造商数量的增多、电梯行业各品牌之间的竞争日益加剧。奥的斯公司是1984年在天津河西区建立了合资工厂伴随着中国电梯行业的发展,奥的斯公司依然是世界最大、历史最古老、最专业的电梯公司。可是在竞争越来越激烈的今天,奥的斯的市场份额也在逐年减少。制定符合自身发展情况的品牌营销战略,获得核心竞争优势,是奥的斯公司迫切需要研究的问题,也是各民族品牌需要关注和借鉴的问题。本文以奥的斯品牌营销策略为研究对象,通过对奥的斯营销环境的分析,从宏观经济环境、电梯市场发展历史和现状分析,运用波特五种竞争力模型和SWOT模型,总结出奥的斯的优势、劣势,面临的机遇和挑战,理清了奥的斯当前的整体营销环境,为进一步分析奥的斯的产品定位、品牌定位、营销战略的制定和实施做好了准备。运用营销理念,对奥的斯产品创新、价格定位、渠道管理、促销政策进行了相关分析总结和建议。从合理制定品牌营销战略到对营销战略的执行,从品牌形象推广到维护,面向客户群如何推广,到如何处理形象危机进行了分析总结,并从百年企业的营销战略中得到一些启示,如何保持企业的品牌竞争力,如何提升并保持品牌的竞争优势是本文的主要内容。
[Abstract]:With the rapid development of economy, science and technology have made continuous progress. The height of buildings is also rising, and human living space is expected to reach more than km in the next five to ten years. With the development of urbanization in China, elevator industry has been developing rapidly in recent years. Since 1980, when Schindler Elevator in Switzerland established a Sino-foreign joint venture factory in Beijing, foreign brands have made use of their advanced technology, powerful network, and brand marketing power in the Chinese market to expand rapidly. National brands in the imitation, learning process, but also gradually create their own world. Domestic brands in Kangli, Jia Jie and other private enterprises have gradually established their own brand marketing power. There are more than 500 elevator manufacturers across the country, and more than 600000 elevators (including exports) will be produced in 2014, compared with 10, 000 elevators a year in 1984. However, with the expansion of the market, China's macroeconomic environment changes, the number of manufacturers increased, the elevator industry among the brands increasingly fierce competition. Otis Company is a joint venture factory established in Hexi District of Tianjin in 1984 with the development of elevator industry in China. Otis Company is still the largest, oldest and most professional elevator company in the world. However, in the increasingly fierce competition today, Otis market share is also decreasing year by year. It is an urgent problem for Otis Company to establish brand marketing strategy in line with its own development situation and gain the core competitive advantage. It is also a problem that all national brands need to pay attention to and draw lessons from. This article takes the Otis brand marketing strategy as the research object, through the analysis to the Otis marketing environment, from the macroscopic economic environment, the elevator market development history and the present situation analysis, uses the Porter five competitive power models and the SWOT model. This paper summarizes the strengths, weaknesses, opportunities and challenges faced by Otis, clarifies the current overall marketing environment of Otis, and prepares for further analysis of Otis' product positioning, brand positioning, marketing strategy formulation and implementation. Based on the marketing concept, Otis product innovation, price positioning, channel management, promotion policy are analyzed and summarized. From the rational formulation of brand marketing strategy to the implementation of marketing strategy, from brand image promotion to maintenance, how to promote the customer base, to how to deal with the image crisis are analyzed and summarized. The main content of this paper is how to maintain the brand competitiveness and how to enhance and maintain the competitive advantage of the brand.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.4;F272

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