發(fā)布時(shí)間：2018-12-10 17:16

【摘要】：近幾年隨著中國(guó)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(shì)也是一片光明,電梯業(yè)市場(chǎng)需求越來(lái)越大。但對(duì)電梯需求不斷增加的同時(shí),隨著外資企業(yè)在中國(guó)本土的深入,我國(guó)本土電梯企業(yè)在技術(shù)、設(shè)備、經(jīng)營(yíng)等方面與國(guó)外電梯巨頭的差距也不斷顯現(xiàn)出來(lái),在國(guó)內(nèi)市場(chǎng)日益國(guó)際化的今天,面對(duì)越來(lái)越激烈的競(jìng)爭(zhēng)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(chǎng)份額和銷售業(yè)績(jī),在生產(chǎn)技術(shù)和設(shè)備差別不大的前提下,營(yíng)銷戰(zhàn)略就成了獲勝的決定性因素。 本文首先對(duì)營(yíng)銷及其相關(guān)理論,電梯業(yè)的現(xiàn)狀及競(jìng)爭(zhēng)態(tài)勢(shì)進(jìn)行了簡(jiǎn)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(jià)格策略、渠道策略、促銷策略,并對(duì)巨人通力的營(yíng)銷實(shí)施保障做了介紹,以期對(duì)巨人通力電梯有限公司的市場(chǎng)營(yíng)銷活動(dòng)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(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.4;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前5條

1 楊建;;論市場(chǎng)營(yíng)銷戰(zhàn)略與企業(yè)戰(zhàn)略之間的關(guān)系[J];廣西輕工業(yè);2007年05期

2 夏國(guó)芬;;試論市場(chǎng)營(yíng)銷戰(zhàn)略發(fā)展新趨勢(shì)[J];經(jīng)濟(jì)師;2010年07期

3 余翔;劉微微;;企業(yè)營(yíng)銷創(chuàng)新的理論基礎(chǔ)和行為表現(xiàn)[J];科技廣場(chǎng);2007年06期

4 于亞麗;;工業(yè)品營(yíng)銷戰(zhàn)略研究[J];上海管理科學(xué);2007年05期

5 殷少明;;談我國(guó)企業(yè)的營(yíng)銷戰(zhàn)略轉(zhuǎn)型及未來(lái)發(fā)展趨勢(shì)[J];商業(yè)時(shí)代;2009年17期

相關(guān)博士學(xué)位論文 前2條

1 許太明;全球化背景下中國(guó)工業(yè)品市場(chǎng)營(yíng)銷研究[D];復(fù)旦大學(xué);2008年

2 楊雪蓮;工業(yè)品營(yíng)銷中關(guān)系質(zhì)量對(duì)顧客購(gòu)后行為傾向的影響研究[D];山東大學(xué);2012年

，

本文編號(hào)：2370936