【摘要】：上世紀(jì)80年代以來(lái)，外資品牌電梯企業(yè)紛紛進(jìn)入中國(guó)市場(chǎng)，帶動(dòng)了中國(guó)電梯行業(yè)的蓬勃發(fā)展。隨著中國(guó)房地產(chǎn)市場(chǎng)的發(fā)展及城市基礎(chǔ)設(shè)施的完善，電梯產(chǎn)品的需求也日益增加。面對(duì)巨大的發(fā)展機(jī)遇和龐大的中國(guó)電梯市場(chǎng)，一方面外資電梯品牌不斷增加在華投資，擴(kuò)大規(guī)模，搶占市場(chǎng)份額；另一方面民族品牌也在不斷地提升自身產(chǎn)品技術(shù)含量，降低制造及營(yíng)運(yùn)成本，學(xué)習(xí)國(guó)外先進(jìn)管理經(jīng)驗(yàn)，完善自身營(yíng)銷渠道，以期利用本土優(yōu)勢(shì)逐步趕超外資品牌。中國(guó)電梯行業(yè)的市場(chǎng)競(jìng)爭(zhēng)日益激烈。 E電梯公司是美國(guó)奧的斯電梯在華的全資子公司，在中國(guó)獨(dú)立發(fā)展“EXPRESS”品牌。由于其進(jìn)入中國(guó)電梯市場(chǎng)的時(shí)間與其他外資品牌相比還很短，目前仍處在市場(chǎng)開發(fā)和營(yíng)銷渠道建設(shè)階段。面對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng)環(huán)境，E公司一方面根據(jù)建筑市場(chǎng)發(fā)展趨勢(shì)適時(shí)調(diào)整企業(yè)產(chǎn)品策略，提高零部件國(guó)產(chǎn)化率降低生產(chǎn)成本，獲得價(jià)格優(yōu)勢(shì)；另一方面將目光放在拓展優(yōu)質(zhì)高效的營(yíng)銷渠道上，力爭(zhēng)在競(jìng)爭(zhēng)中后發(fā)制人，迅速搶占中國(guó)市場(chǎng)份額。 本文首先回顧了營(yíng)銷渠道的相關(guān)理論和研究，而后介紹了中國(guó)電梯行業(yè)現(xiàn)狀和E公司經(jīng)營(yíng)狀況。通過運(yùn)用SWOT分析法研究其在市場(chǎng)中的優(yōu)勢(shì)，劣勢(shì)，威脅和機(jī)會(huì)，闡述了企業(yè)發(fā)展的狀況。隨后基于營(yíng)銷渠道理論，介紹了E公司營(yíng)銷渠道的概況和構(gòu)成、分析了現(xiàn)有營(yíng)銷渠道的特點(diǎn)，揭示了其在渠道代理商管理，運(yùn)營(yíng)效率，項(xiàng)目沖突，，產(chǎn)品價(jià)格無(wú)序，竄貨和渠道終端客戶控制力等方面存在的問題，并提出了相關(guān)的對(duì)策。最后指出，E公司應(yīng)從營(yíng)銷渠道制度，人員，信息和企業(yè)文化建設(shè)等四個(gè)方面入手建立保障措施，以確保其營(yíng)銷渠道健康有序發(fā)展。通過本文的研究和分析，希望能夠幫助E公司更有效的執(zhí)行其營(yíng)銷渠道策略，更高效的進(jìn)行渠道管理，為企業(yè)在國(guó)內(nèi)市場(chǎng)今后的發(fā)展打下堅(jiān)實(shí)的基礎(chǔ)，同時(shí)也希望對(duì)其他同類型企業(yè)有一定的借鑒意義。
[Abstract]:Since the 1980s, foreign brand elevator enterprises have entered the Chinese market, driving the vigorous development of the Chinese elevator industry. With the development of Chinese real estate market and the improvement of urban infrastructure, the demand for elevator products is increasing day by day. In the face of enormous opportunities for development and huge Chinese elevator market, on the one hand, foreign elevator brands continue to increase their investment in China, expand their scale, and seize market share; on the other hand, national brands are also constantly increasing their own product technology content. Reduce manufacturing and operating costs, learn from foreign advanced management experience, improve their own marketing channels, in order to make use of local advantages to catch up with foreign brands step by step. The Chinese elevator industry is increasingly competitive in the market. E Elevator Company is a wholly owned subsidiary of Otis Elevator in China and independently develops the "EXPRESS" brand in China. Because of its short time to enter Chinese elevator market compared with other foreign brands, it is still in the stage of market development and marketing channel construction. Facing the fierce market competition environment, on the one hand, according to the development trend of the construction market, E Company adjusts the enterprise product strategy timely, improves the localization rate of parts and reduces the production cost, obtains the price superiority; On the other hand, focus on the development of high quality and efficient marketing channels, strive to attack in the competition, quickly seize the market share of China. This paper first reviews the relevant theories and studies of marketing channels, and then introduces the status quo of elevator industry and E Company in China. By using SWOT analysis method to study its advantages, disadvantages, threats and opportunities in the market, this paper expounds the status of enterprise development. Then, based on the marketing channel theory, this paper introduces the general situation and composition of E company's marketing channel, analyzes the characteristics of the existing marketing channel, and reveals its characteristics in the channel agent management, operational efficiency, project conflict, product price disorder, etc. The problems existing in goods channeling and channel terminal customer control, and the related countermeasures are put forward. Finally, it is pointed out that the company should establish the safeguard measures from four aspects of marketing channel system, personnel, information and enterprise culture construction, so as to ensure the healthy and orderly development of its marketing channel. Through the research and analysis of this paper, I hope to help E Company to carry out its marketing channel strategy more effectively, to carry out channel management more efficiently, and to lay a solid foundation for the future development of enterprise in the domestic market. At the same time, I also hope that the same type of other enterprises have a certain reference significance.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.6

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