【摘要】：近年來，隨著房地產(chǎn)市場的瘋狂發(fā)展，電梯行業(yè)進(jìn)入了史無前例的繁榮時代。據(jù)中國電梯行業(yè)協(xié)會公布數(shù)據(jù)顯示，2012年新增電梯超過53萬臺，截至2012年底，中國電梯保有量超過240萬臺。與電梯密切相關(guān)的智能梯控系統(tǒng)在電梯行業(yè)發(fā)展的帶動下也得到了長足的發(fā)展。許多智能梯控系統(tǒng)廠家應(yīng)運(yùn)而生，給智能梯控系統(tǒng)市場帶來活力的同時也使得市場的競爭日趨激烈。 在智能梯控系統(tǒng)市場里面，RB公司始終頑強(qiáng)的面對著來自各方的激烈競爭。在其經(jīng)營過程當(dāng)中，雖然取得了一定的成績，但自身仍然存在著一些問題，包括產(chǎn)品、價格、渠道、促銷方面的問題。 本文運(yùn)用相關(guān)的市場營銷理論結(jié)合實際對RB公司的智能梯控系統(tǒng)營銷進(jìn)行了分析。首先，介紹了RB公司智能梯控系統(tǒng)營銷現(xiàn)狀及存在的問題。其次，分析了RB公司智能梯控系統(tǒng)所面臨市場環(huán)境，包括宏觀環(huán)境、微觀環(huán)境，，還對顧客購買行為進(jìn)行了分析，并運(yùn)用SWOT法對RB公司內(nèi)部自身優(yōu)勢、劣勢、機(jī)會、威脅進(jìn)行了全方位的分析。最后，結(jié)合實際情況重新明確RB公司智能梯控系統(tǒng)的市場定位，并從產(chǎn)品策略、價格策略、渠道策略、促銷策略等四個方面制定改善性策略。 本文希望通過對智能梯控系統(tǒng)營銷策略的研究，能為RB公司的智能梯控系統(tǒng)在未來的發(fā)展提供參考意見，同時通過這個案例的研究，希望能夠為其他電梯制造商提供參考。
[Abstract]:In recent years, with the crazy development of the real estate market, the elevator industry has entered an unprecedented boom era. More than 530000 new elevators were added in 2012 and more than 2.4 million by the end of 2012, according to data released by the China Elevator Industry Association. The intelligent elevator control system which is closely related to the elevator has also been greatly developed under the development of elevator industry. Many intelligent ladder control system manufacturers emerge as the times require, which bring vitality to the intelligent ladder control system market, but also make the market competition increasingly fierce. In the intelligent ladder control system market, RB company is always facing fierce competition from all sides. In the course of its management, although it has made certain achievements, there are still some problems in itself, including product, price, channel and promotion. In this paper, the marketing of RB intelligent ladder control system is analyzed by using relevant marketing theory and practice. Firstly, the paper introduces the marketing status and problems of RB intelligent ladder control system. Secondly, the paper analyzes the market environment of RB intelligent ladder control system, including macro environment, micro environment and customer purchase behavior, and uses SWOT method to analyze the internal strengths, weaknesses and opportunities of RB company. The threat is analyzed in all directions. Finally, the market position of RB intelligent ladder control system is redefined according to the actual situation, and the improvement strategy is formulated from four aspects: product strategy, price strategy, channel strategy and promotion strategy. This paper hopes that through the research of the marketing strategy of intelligent ladder control system, it can provide reference for the future development of the intelligent ladder control system of RB company, and at the same time, through the study of this case, we hope to provide reference for other elevator manufacturers.
【學(xué)位授予單位】：華南理工大學(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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本文編號：2176134