【摘要】：近年來(lái)，隨著房地產(chǎn)市場(chǎng)的瘋狂發(fā)展，電梯行業(yè)進(jìn)入了史無(wú)前例的繁榮時(shí)代。據(jù)中國(guó)電梯行業(yè)協(xié)會(huì)公布數(shù)據(jù)顯示，2012年新增電梯超過(guò)53萬(wàn)臺(tái)，截至2012年底，中國(guó)電梯保有量超過(guò)240萬(wàn)臺(tái)。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(dòng)下也得到了長(zhǎng)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(chǎng)帶來(lái)活力的同時(shí)也使得市場(chǎng)的競(jìng)爭(zhēng)日趨激烈。 在智能梯控系統(tǒng)市場(chǎng)里面，RB公司始終頑強(qiáng)的面對(duì)著來(lái)自各方的激烈競(jìng)爭(zhēng)。在其經(jīng)營(yíng)過(guò)程當(dāng)中，雖然取得了一定的成績(jī)，但自身仍然存在著一些問(wèn)題，包括產(chǎn)品、價(jià)格、渠道、促銷(xiāo)方面的問(wèn)題。 本文運(yùn)用相關(guān)的市場(chǎng)營(yíng)銷(xiāo)理論結(jié)合實(shí)際對(duì)RB公司的智能梯控系統(tǒng)營(yíng)銷(xiāo)進(jìn)行了分析。首先，介紹了RB公司智能梯控系統(tǒng)營(yíng)銷(xiāo)現(xiàn)狀及存在的問(wèn)題。其次，分析了RB公司智能梯控系統(tǒng)所面臨市場(chǎng)環(huán)境，包括宏觀環(huán)境、微觀環(huán)境，，還對(duì)顧客購(gòu)買(mǎi)行為進(jìn)行了分析，并運(yùn)用SWOT法對(duì)RB公司內(nèi)部自身優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅進(jìn)行了全方位的分析。最后，結(jié)合實(shí)際情況重新明確RB公司智能梯控系統(tǒng)的市場(chǎng)定位，并從產(chǎn)品策略、價(jià)格策略、渠道策略、促銷(xiāo)策略等四個(gè)方面制定改善性策略。 本文希望通過(guò)對(duì)智能梯控系統(tǒng)營(yíng)銷(xiāo)策略的研究，能為RB公司的智能梯控系統(tǒng)在未來(lái)的發(fā)展提供參考意見(jiàn)，同時(shí)通過(guò)這個(gè)案例的研究，希望能夠?yàn)槠渌娞葜圃焐烫峁﹨⒖肌?br/>[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(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.4

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本文編號(hào)：2176134