本文選題：電梯行業(yè) + 目標(biāo)市場�。� 參考：《昆明理工大學(xué)》2013年碩士論文

【摘要】：隨著中國經(jīng)濟的持續(xù)快速發(fā)展,房地產(chǎn)建設(shè)的不斷加大,為我國電梯行業(yè)提供了難得的發(fā)展機遇。中國作為全球第一大電梯市場,猶如磁石一般吸引著國內(nèi)外電梯品牌。美國奧的斯、瑞士迅達、芬蘭通力等外資企業(yè)在中國國內(nèi)的市場份額達到了80%左右,高水平競爭的激烈性促進了一大批中小型電梯企業(yè)的進步與發(fā)展,使得國內(nèi)電梯企業(yè)的生產(chǎn)技術(shù)和質(zhì)量水平得到了穩(wěn)步提高。為了與市場的發(fā)展相適應(yīng),電梯行業(yè)在結(jié)構(gòu)調(diào)整和自身建設(shè)方面做了很大努力,不但滿足了國內(nèi)需求,而且出口量大幅增長。電梯行業(yè)的管理水平、產(chǎn)品質(zhì)量、產(chǎn)品性能、生產(chǎn)工藝、服務(wù)水準(zhǔn)不斷提高,市場秩序持續(xù)改善,為我國電梯企業(yè)的長遠發(fā)展奠定良好的基礎(chǔ)。但面對中國電梯行業(yè)優(yōu)勝劣汰不斷深化,作為電梯制造企業(yè),只有把握準(zhǔn)了電梯市場競爭、市場需求等方面的漸進和演變趨勢,提高研發(fā)能力,并以此為依據(jù)分析制定出科學(xué)有效的電梯營銷戰(zhàn)略,確定相應(yīng)的實施步驟,搶先推進企業(yè)現(xiàn)代組織形式構(gòu)建和不斷完善,以不至于被市場淘汰出局。 C電梯公司是一家集電梯制造、銷售、安裝、服務(wù)于一體的大型本土電梯企業(yè),受到來自行業(yè)的競爭壓力和內(nèi)外部環(huán)境的影響,面臨著諸多挑戰(zhàn),電梯行業(yè)依附于并受到房地產(chǎn)行業(yè)發(fā)展大環(huán)境的影響等等問題,對于C電梯公司如何加強內(nèi)部管理,提升品牌形象,提高市場占有率,成為C電梯企業(yè)經(jīng)營中的重中之重。 本文將在市場營銷管理、市場營銷策略的理論基礎(chǔ)上,運用SWOT工具分析C電梯公司目前的市場環(huán)境情況,通過對C電梯公司云南省電梯市場發(fā)展需求與C電梯公司云南省銷售現(xiàn)狀的分析做出市場細分,結(jié)合云南省電梯行業(yè)的競爭態(tài)勢明確市場目標(biāo)與定位,提出C電梯公司在云南省應(yīng)采取的市場營銷策略。論文的研究針對電梯行業(yè)中的民族電梯企業(yè)—C電梯公司電梯的營銷策略進行具體分析,旨在對目前中國民族電梯的營銷研究發(fā)展具有一定的現(xiàn)實意義。
[Abstract]:With the continuous and rapid development of Chinese economy and the increasing of real estate construction, it provides a rare opportunity for the elevator industry in China. As the largest elevator market in the world, China attracts domestic and foreign elevator brands like magnets. In Otis, Switzerland, Schindler, Finland, Kone, and other foreign enterprises have a market share of about 80% in China. The intensity of high level competition has promoted the progress and development of a large number of small and medium-sized elevator enterprises. The production technology and quality level of domestic elevator enterprises have been steadily improved. In order to adapt to the development of the market, the elevator industry has made great efforts in structural adjustment and self-construction, not only to meet the domestic demand, but also to increase the export volume. The management level, product quality, product performance, production technology, service level and market order of elevator industry are improved continuously, which lays a good foundation for the long-term development of elevator enterprises in our country. However, in the face of the deepening of the survival of the fittest in the elevator industry in China, as an elevator manufacturing enterprise, only by grasping the gradual and evolving trend of elevator market competition, market demand, and so on, can we improve our R & D capability. Based on the analysis, the author makes a scientific and effective elevator marketing strategy, determines the corresponding implementation steps, and preempts the construction and continuous improvement of the modern organizational form of the enterprise, so as not to be eliminated by the market. C Elevator Company is a large local elevator enterprise which integrates elevator manufacturing, sales, installation and service. It is faced with many challenges due to the competitive pressure from the industry and the influence of the internal and external environment. The elevator industry depends on and is affected by the real estate industry development environment and so on. How to strengthen the internal management, enhance the brand image and increase the market share of C elevator company has become the most important part in the management of C elevator enterprise. Based on the theory of marketing management and marketing strategy, this paper will use SWOT tools to analyze the current market environment of C Elevator Company. Through the analysis of the market demand of C elevator company and the sales status of C elevator company in Yunnan province, the market segmentation is made, and the market objective and position are defined in the light of the competitive situation of the elevator industry in Yunnan Province. Put forward the marketing strategy that C elevator company should adopt in Yunnan province. This paper analyzes the marketing strategy of the elevator of the national elevator company -C in the elevator industry, aiming at the research and development of the marketing of the national elevator in China.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.4

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相關(guān)期刊論文 前1條

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