本文選題：XM電梯　切入點(diǎn)：房地產(chǎn)　出處：《大連理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：XM電梯有限公司是0T電梯的全資海外子公司,致力于成為最具影響力的提升設(shè)備解決方案供應(yīng)商和卓越服務(wù)的領(lǐng)導(dǎo)者,是世界電梯、扶梯、自動(dòng)人行步道和其它垂直運(yùn)送系統(tǒng)的制造商和服務(wù)商。近年來,我國房地產(chǎn)行業(yè)發(fā)展進(jìn)入緩慢階段,作為房地產(chǎn)重要配套產(chǎn)業(yè)的電梯行業(yè),受到了直接的沖擊,市場(chǎng)總體呈現(xiàn)緩慢增長(zhǎng)狀態(tài)。另一方面,電梯行業(yè)的產(chǎn)業(yè)結(jié)構(gòu)正在發(fā)生變化,處于洗牌之年的電梯行業(yè),一邊是低迷的市場(chǎng)經(jīng)濟(jì),一邊是爭(zhēng)相轉(zhuǎn)型升級(jí)的企業(yè),電梯企業(yè)的發(fā)展趨向引人深思。首先,論文從分析企業(yè)的外部環(huán)境入手,分別從政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)環(huán)境和技術(shù)環(huán)境四種不同的角度描述了電梯行業(yè)的宏觀環(huán)境,看到了房地產(chǎn)業(yè)及其關(guān)聯(lián)產(chǎn)業(yè)在我國經(jīng)濟(jì)增長(zhǎng)中占有的重要地位,雖然多項(xiàng)宏觀數(shù)據(jù)表明電梯行業(yè)的發(fā)展日趨緩慢,但我國2015年“兩會(huì)”對(duì)房地產(chǎn)業(yè)的政策支持,暗示了電梯行業(yè)發(fā)展的巨大潛力。同時(shí),基于波特五力模型,通過對(duì)電梯行業(yè)環(huán)境的分析,又讓我們了解到國內(nèi)新興電梯企業(yè)的日益崛起導(dǎo)致電梯行業(yè)市場(chǎng)競(jìng)爭(zhēng)越來越激烈,電梯制造企業(yè)從以產(chǎn)品制造為主向服務(wù)領(lǐng)域延伸,逐步向?yàn)橛脩籼峁┲圃臁N售、安裝、維保全過程服務(wù)方向發(fā)展。然后,論文分析了企業(yè)的內(nèi)部環(huán)境,發(fā)現(xiàn)了XM電梯在訂單業(yè)績(jī)、銷售模式、企業(yè)品牌和銷售工具四個(gè)方面存在的問題和不足,并運(yùn)用SWOT分析法對(duì)企業(yè)內(nèi)部的優(yōu)勢(shì)、劣勢(shì)和外部的機(jī)會(huì)、威脅進(jìn)行了具體剖析,做成了SWOT分析矩陣。最后,論文結(jié)合企業(yè)現(xiàn)狀,理論聯(lián)系實(shí)際,從產(chǎn)品、價(jià)格、渠道和促銷四個(gè)方面為企業(yè)提出了營銷策略的調(diào)整建議,也一并提出了建設(shè)企業(yè)文化、完善營銷激勵(lì)政策、精益企業(yè)流程、開展戰(zhàn)略合作等確保營銷策略能夠有效實(shí)施的保障措施。本文旨在為XM電梯可持續(xù)發(fā)展的營銷策略提供一定的參考,并為其它在制定營銷策略的電梯企業(yè)提供借鑒。
[Abstract]:XM Elevator Co., Ltd., a wholly owned overseas subsidiary of 0T Elevator, is committed to becoming the most influential supplier of upgrade equipment solutions and a leader in excellent service. It is the world's elevator and escalator. Manufacturers and service providers of automated pedestrian walkways and other vertical transportation systems. In recent years, the development of the real estate industry in China has entered a slow stage. As an important supporting industry of real estate, the elevator industry has suffered a direct impact. On the other hand, the industrial structure of the elevator industry is changing. The elevator industry in the year of reshuffle is characterized by a depressed market economy and an enterprise scrambling to transform and upgrade. The development trend of elevator enterprises is thought-provoking. First of all, the paper describes the macro environment of elevator industry from four different angles: political environment, economic environment, social environment and technological environment. It has seen the important position of the real estate industry and its related industries in the economic growth of our country. Although many macroscopic data show that the elevator industry is developing slowly, the policy support of the "two sessions" to the real estate industry in 2015, At the same time, based on Porter's five-force model, through the analysis of the elevator industry environment, let us understand that the rising of domestic new elevator enterprises lead to more and more fierce market competition in the elevator industry. Elevator manufacturing enterprises extend from product manufacturing to service field, and gradually develop to provide customers with manufacturing, sales, installation and maintenance maintenance process services. Then, the paper analyzes the internal environment of the enterprise. The problems and shortcomings of XM elevator in four aspects such as order performance, sales model, enterprise brand and sales tools are found, and the internal strengths, weaknesses, external opportunities and threats of the enterprise are analyzed by using SWOT analysis method. Finally, combining with the current situation of the enterprise, combining theory with practice, the paper puts forward some suggestions for the enterprise to adjust its marketing strategy from the aspects of product, price, channel and promotion, and also puts forward the construction of enterprise culture. The purpose of this paper is to provide some reference for the sustainable development of XM elevator, such as perfecting marketing incentive policy, lean enterprise process, developing strategic cooperation and so on, which can ensure the effective implementation of marketing strategy. And for other elevator enterprises in the development of marketing strategy to provide reference.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F416.4

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