本文選題：營銷策略　切入點(diǎn)：SWOT分析　出處：《吉林財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：目前我國正朝著兩個(gè)一百年的奮斗目標(biāo)大踏步邁進(jìn),工業(yè)化和城鎮(zhèn)化水平不斷提高。隨著全面建成小康社會(huì)目標(biāo)的逐步達(dá)成,城鎮(zhèn)化水平穩(wěn)步推進(jìn),大量農(nóng)村人口轉(zhuǎn)為城鎮(zhèn)人口,必將帶動(dòng)城市住宅、商廈的發(fā)展和車站、機(jī)場等基礎(chǔ)設(shè)施建設(shè),這都為電梯行業(yè)提供了發(fā)展空間。此外國家對中小企業(yè)金融扶持力度持續(xù)加大,有效促進(jìn)形成“大眾創(chuàng)業(yè)、萬眾創(chuàng)新”的良好局面,一些列政策的出臺(tái)為中小企業(yè)發(fā)展提供了有利的金融環(huán)境。延邊地區(qū)也跟隨時(shí)代步伐,積極推進(jìn)城市化建設(shè),房屋住宅、商業(yè)地產(chǎn)以及醫(yī)療、車站等公共場所的基礎(chǔ)設(shè)施投入力度持續(xù)增大,給電梯行業(yè)帶來良好市場前景。機(jī)遇總是與挑戰(zhàn)并存,電梯行業(yè)也存在激烈競爭,而且由于不同層次的電梯廠商、經(jīng)銷商參與競爭,電梯困人、傷人事件多次發(fā)生,極大牽動(dòng)著人們的神經(jīng),引發(fā)高度關(guān)注。電梯的質(zhì)量檢驗(yàn)和日常維保養(yǎng)護(hù)顯得尤為重要和迫切,一定程度上加速了市場的優(yōu)勝劣汰。延邊天禹電梯銷售安裝有限公司(以下簡稱延邊天禹公司),作為延邊地區(qū)一家起步較早的電梯經(jīng)銷商,進(jìn)過十多年的發(fā)展,雖然在市場占有率方面有一定優(yōu)勢,但是隨著時(shí)代發(fā)展,消費(fèi)者需求不斷提升,在營銷策略選擇與運(yùn)用上急需改進(jìn)提升。近幾年延邊天禹公司的經(jīng)營業(yè)績逐步下滑,更是擺在公司領(lǐng)導(dǎo)者面前的一個(gè)刻不容緩的難題。本文以延邊天禹公司營銷策略為研究對象,通過有針對性的市場調(diào)研,結(jié)合SWOT分析法,分析了企業(yè)存在的優(yōu)勢、劣勢、機(jī)會(huì)和威脅,據(jù)此確定了公司總的發(fā)展戰(zhàn)略,在此基礎(chǔ)上運(yùn)用市場營銷相關(guān)理論,制定了具體可行的包括產(chǎn)品、價(jià)格、渠道、促銷在內(nèi)的4P營銷組合策略,并提出相應(yīng)保障措施。以期挖掘出并解決公司目前市場營銷方面存在的問題,找到一系列合公司發(fā)展壯大的對策,幫助公司樹立品牌形象,提升產(chǎn)品和服務(wù)質(zhì)量,獲得消費(fèi)者認(rèn)可和信賴,最終提高公司市場占有率,提升營業(yè)利潤。同時(shí)對同類公司也能起到良好借鑒意義,從而達(dá)到優(yōu)化市場環(huán)境的效果。
[Abstract]:At present, our country is facing the two one hundred year goal strides forward, and constantly improve the level of industrialization and urbanization. With the goal of building a moderately prosperous society gradually reached the level of urbanization steadily, a large number of rural population into urban population, will lead the city residential, commercial development and infrastructure construction of the airport station. So, it provides development space for elevator industry. In addition to the state financial support for small and medium-sized enterprises continue to increase efforts, effectively promote the formation of "public entrepreneurship, innovation, good situation" provides a favorable financial environment a series of policies for the development of small and medium-sized enterprises. Yanbian also follow the pace of the times, and actively promote the city of the construction of residential housing, commercial real estate, medical, railway stations and other public places continue to increase infrastructure investment, to the elevator industry to bring good machine market prospects. Always met with challenges, there is fierce competition in the elevator industry, but also because of the different levels of the elevator manufacturers, dealers to participate in the competition, elevator, wounding incidents, greatly affects people's nerves, causing great concern. The quality inspection and daily maintenance of elevator maintenance is particularly important and urgent, to a certain extent accelerated market survival of the fittest. Yanbian Tianyu elevator sales and Installation Company Limited (hereinafter referred to as Yanbian Tianyu company), as a starting in Yanbian earlier lift dealers, in more than 10 years of development, although there are certain advantages in the market share, but with the development of the times, consumer demand is rising, improvement in marketing strategy selection and use of urgent need. In recent years, Yanbian Tianyu company's operating performance gradually decline, it is an urgent problem placed in front of the company leader Taking Yanbian Tianyu company's marketing strategy as the research object, through targeted market research, combined with the SWOT analysis method, analyzes the enterprise's strengths, weaknesses, opportunities and threats, to determine the overall development strategy of the company, on the basis of the use of marketing related theories, including specific feasible product, price, channel, promotion, 4P marketing strategy, and puts forward the corresponding safeguard measures. In order to dig out and solve the existing problems of the marketing company, find a series of countermeasures and development and expansion of the company, help the company establish a brand image, enhance the quality of products and services, access to consumer recognition and trust, and ultimately to improve the company market share, improve operating profit. At the same time can also play a good reference to similar companies, so as to optimize the market environment.

【學(xué)位授予單位】：吉林財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.4

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