發(fā)布時間：2018-12-10 17:16

【摘要】：近幾年隨著中國經(jīng)濟(jì)的持續(xù)發(fā)展、城鎮(zhèn)化建設(shè)的加速和房地產(chǎn)業(yè)的發(fā)展,電梯行業(yè)也得到了蓬勃發(fā)展,電梯產(chǎn)業(yè)的前景和走勢也是一片光明,電梯業(yè)市場需求越來越大。但對電梯需求不斷增加的同時,隨著外資企業(yè)在中國本土的深入,我國本土電梯企業(yè)在技術(shù)、設(shè)備、經(jīng)營等方面與國外電梯巨頭的差距也不斷顯現(xiàn)出來,在國內(nèi)市場日益國際化的今天,面對越來越激烈的競爭環(huán)境,各電梯巨頭如何保持不敗地位并最終勝出,獲得自己理想的市場份額和銷售業(yè)績,在生產(chǎn)技術(shù)和設(shè)備差別不大的前提下,營銷戰(zhàn)略就成了獲勝的決定性因素。 本文首先對營銷及其相關(guān)理論,電梯業(yè)的現(xiàn)狀及競爭態(tài)勢進(jìn)行了簡要的闡述和介紹,然后從巨人通力電梯有限公司的內(nèi)、外部環(huán)境入手,進(jìn)行企業(yè)的SWOT分析,闡述并制定與巨人通力電梯發(fā)展相適應(yīng)的產(chǎn)品策略、價格策略、渠道策略、促銷策略,并對巨人通力的營銷實施保障做了介紹,以期對巨人通力電梯有限公司的市場營銷活動起到促進(jìn)作用。
[Abstract]:In recent years, with the sustained development of Chinese economy, the acceleration of urbanization and the development of real estate industry, the elevator industry has also been booming. The prospect and trend of elevator industry is also bright, and the market demand of elevator industry is increasing. However, with the increasing demand for elevators, with the deepening of foreign enterprises in China, the gap between domestic elevator enterprises and foreign elevator giants in terms of technology, equipment, management, and so on has been constantly emerging. In the increasingly international domestic market today, in the face of more and more fierce competition environment, the elevator giant how to maintain an unbeaten position and ultimately win, to obtain their ideal market share and sales performance, On the premise of little difference between production technology and equipment, marketing strategy becomes the decisive factor to win. In this paper, the marketing and related theories, the current situation of elevator industry and the competitive situation are briefly described and introduced, and then the SWOT analysis of the enterprise is carried out from the internal and external environment of giant Kone Elevator Co., Ltd. This paper expounds and formulates the product strategy, price strategy, channel strategy and promotion strategy suitable for the development of Giant Kone Elevator, and introduces the marketing implementation guarantee of Giant Kone. With a view to giant Kone Elevator Co., Ltd. marketing activities play a role in promoting.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.4;F274

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本文編號：2370936