迅达电梯在沙特市场的营销策略研究

发布时间：2018-05-03 20:01

本文选题：迅达电梯 + 电梯行业　；参考：《苏州大学》2015年硕士论文

【摘要】：从上世纪七十年代至今,我国电梯行业历经将近五十年的发展,随着电梯行业的不断发展、电梯市场的不断饱和,电梯领域的营销大战日趋激烈。对于迅达电梯来说,抓住国内市场不放的同时,适当的开发新的利润增长点,无疑是给企业上了双保险。沙特,作为中东地区的典型代表国家,如果我们在市场占有率,竞争力上有绝对的领先优势,必然对我们将来全面占据中东,乃至整个近东,远东地区有着重要的意义。本文简单介绍了迅达电梯在沙特市场发展的历史和现状,用所学的营销和管理知识,结合迅达电梯公司发展的实际情况,对迅达在沙特地区的发展策略进行了深入研究。在研究过程中,综合运用了PEST分析法、SWOT,4P等分析工具,分析了迅达公司的外部环境和内部资源情况,沙特地区的发展现状,存在的问题,最后提出应对策略。研究表明:迅达电梯在沙特市场上要在产品改进,价格策略和客户服务管理上做出相应的应对策略。本文研究,可为迅达公司管理层有针对性的制定公司在沙特乃至中东地区的营销策略提供一定参考。
[Abstract]:Since the 1970s, the elevator industry in China has been developing for nearly 50 years. With the continuous development of the elevator industry and the constant saturation of the elevator market, the marketing war in the elevator field is becoming increasingly fierce. For Schindler Elevator, catch the domestic market, at the same time, the proper development of new profit growth point, is doubly double insurance to the enterprise. Saudi Arabia, as a typical representative country in the Middle East, if we have the absolute leading advantage in the market share and competitive power, it will be of great significance for us to occupy the Middle East, even the whole near East and far East region in the future. This paper briefly introduces the history and present situation of the development of Schindler elevator in Saudi Arabia. With the knowledge of marketing and management, combined with the actual situation of the development of Schindler Elevator Company, the development strategy of Schindler in Saudi Arabia is studied in depth. In the course of the research, the PEST analysis method is used to analyze the external environment and internal resources of Schindler Company, the current situation of Saudi Arabia's development and the existing problems. Finally, the countermeasures are put forward. The research shows that Schindler Elevator should make corresponding strategies on product improvement, price strategy and customer service management in Saudi Arabia market. This study can provide some reference for Schindler management to formulate marketing strategy in Saudi Arabia and even the Middle East.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

【引证文献】