本文選題：電梯鈑金生產(chǎn)設(shè)備　切入點：品牌重新定位　出處：《華東理工大學》2017年碩士論文　論文類型：學位論文

【摘要】：過去10年(2006-2015),中國的電梯行業(yè)在國家大力扶持房地產(chǎn)的背景下穩(wěn)步快速地發(fā)展,從年產(chǎn)30萬臺量到如今的接近90萬臺量,中國早已成為世界第一大電梯生產(chǎn)制造國家。從德國提出工業(yè)4.0和中國提出2025中國制造的前提下,經(jīng)歷了 2015年下半年的房地產(chǎn)以及經(jīng)濟的萎靡,在中國的各電梯生產(chǎn)廠家開始考慮使用鈑金柔性化自動生產(chǎn)線以取代老舊的"以手代工"的生產(chǎn)方式。尤其近年來,電梯事故頻繁發(fā)生,對于電梯生產(chǎn)質(zhì)量的考慮越發(fā)嚴重。而目前國內(nèi)市場上,所引進的歐美發(fā)達國家設(shè)備的選擇相對較少,且價格昂貴。但是,國內(nèi)的設(shè)備制造廠商的設(shè)備穩(wěn)定性和設(shè)備使用率并不高,那么就給一些國外的中小型企業(yè)進入中國創(chuàng)造了很好的/大量的機會,從而滿足各個行業(yè)的需求。但歐美的中小型企業(yè)如何在中國立足,成為了一個新的課題。本文通過利用品牌定位、市場調(diào)研分析、內(nèi)外部的資源整合等品牌營銷策略來優(yōu)化荷蘭W公司在中國電梯行業(yè)的市場營銷拓展,在電梯鈑金自動化生產(chǎn)設(shè)備的激烈競爭環(huán)境下占有一席之地,獲得相對的利潤空間,并確保W公司的核心競爭力。同時,運用了 SWOT分析工具、R軟件的聚類分析工具對于收集到各類市場調(diào)研數(shù)據(jù)進行分析,并利用品牌重新定位、差異化營銷和核心競爭力理論對于荷蘭W公司在中國電梯鈑金生產(chǎn)設(shè)備行業(yè)中提出問題和遇到的困難,最后提出以服務(wù)營銷為主、對于設(shè)備產(chǎn)品更新、產(chǎn)品價格定位以及營銷渠道等幾方面進行市場拓展優(yōu)化策略。通過案例研究分析,對公司以后在中國的發(fā)展提供參考和借鑒。
[Abstract]:Over the past 10 years, China's elevator industry has grown steadily and rapidly in the context of the state's efforts to support real estate, from an annual output of 300,000 units to nearly 900,000 units today. China has long been the world's largest producer of elevators. From the premise of industrial 4.0 proposed by Germany and made in China 2025 by China, China experienced a real estate and economic downturn in the second half of 2015. Elevator manufacturers in China have begun to consider the use of flexible sheet metal production lines to replace the old "manual manufacturing" mode of production. In particular, elevator accidents have occurred frequently in recent years. The quality of elevator production is more and more serious. At present, in the domestic market, the choice of imported equipment in developed countries in Europe and America is relatively few, and the price is expensive. However, The equipment stability and equipment utilization rate of domestic equipment manufacturers are not high, so it has created a good / large number of opportunities for some small and medium-sized enterprises from abroad to enter China. In order to meet the needs of various industries. However, how to establish a foothold in China for small and medium-sized enterprises in Europe and the United States has become a new topic. Internal and external resources integration and other brand marketing strategies to optimize the Netherlands W company in China elevator industry marketing expansion, in the elevator sheet metal automation production equipment in the fierce competition environment, to obtain a relative profit space, At the same time, the cluster analysis tool of SWOT analysis tool / R software is used to analyze all kinds of market research data collected, and the brand is repositioned. The theory of differential marketing and core competence raises problems and difficulties for Dutch W Company in China's elevator sheet metal production equipment industry. Finally, it puts forward that service marketing should be the main part, and equipment products should be updated. Through the case study and analysis, this paper provides a reference for the future development of the company in China.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F416.4

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