长菱电梯公司营销策略研究.pdfVIP

要 随着我国经济的高速发展，我国电梯市场的竞争也日趋激烈。长菱电梯公司 作为国内电梯行业的一个中小型企业，要想在竞争激烈的市场中生存和发展下去， 如何制定出适合于自身的营销策己显得尤为重要。 本论文针对电梯行业的发展特点，在调查研究长菱电梯公司基本情况、分析 其外部环境和内部环境的基础上，指出长菱公司所具有的优势和劣势及其面临的 机会和威胁，并对长菱公司进行了深入市场分析，确定产品的定位和目标市场， 同时确立了长菱公司采取差异化战略和专一化战略相结合性的营销战略，并总结 出 “产品策略、价格策略、渠道策略、促销策略”的综合营销组合策略。 本文的营销管理理论立足于企业实际，使长菱电梯公司营销策划的制定增添 了新的理念，并提出了若干符合公司实际的配套实施建议，对企业制定未来发展 规划和指导企业的发展将起到积 的作用。 关键词:电梯 营销策略 定位 差异化 专一化 1 Abstract With the rapid development of Chinas economy, Chinas elevator market competition becomes increasingly fierce. As a domestic small and medium-sized enterprise, Changling Elevator Company wants to survive and develop in the highly competitive market, it is particularly important that draw up suitable Marketing Strategy for their selves market. In this thesis, for the development of characteristics of the elevator line, on the basis of long investigation and study the basic situation, analyze the external environment and internal environment of Changling Elevator Company, and pointed out the strengths and weaknesses, and what opportunities and threats it facing. It conducted an in-depth market positioning, to determine product positioning and target market, while established its Marketing strategy with that combination of the differentiation strategy and the specific strategy, then concludes the integrated marketing mix strategy of that product strategy, pricing strategies, channels strategy, Promotions strategy, . In this thesis, the marketing management theory based on the actual business, adds to a new concept for Changling Elevator Company to formulation of marketing planning, and offered a lot of practical suggestions which fit fo