许昌西继电梯有限公司市场营销对策的分析.pdf

西继电梯有限公司市场营销对策研究 摘 要 本文是以本人在西继电梯 年多的工作经验为基础，围绕许昌西继电梯有限 5 公司近几年的发展状况，从市场营销导向的角度出发，运用市场营销的一般方 法，对西继电梯公司目前所处的行业状况、发展环境及经营状况进行了较为深 入的研究，就其目前存在的问题，进行了全面的分析。目的是要找出相应的对 策，制定出适合西继电梯发展现状的营销对策。本文通过对市场营销理论的深 入研究，同时引入 CRM 客户关系管理和服务营销理论，指出西继电梯公司在 保持高速发展的同时，应该时刻认识到企业所面临的困难和机遇，从而指导其 采取正确的经营手段使企业能够抓住机遇战胜困难，在激烈的市场竞争中继续 前进。再者，也希望本文能为我国民族品牌的电梯企业应对市场竞争提供一些 参考。文章引用了比较充分的市场调研资料，进行了比较全面而又深入的分析， 使营销对策的选择和实施尽可能符合目前的市场竞争状况以及西继电梯的经营 现状和未来的发展方向，具有一定的参考价值。最后，本文对西继电梯未来几 年的市场营销策略，客户关系有效管理，服务理念的应用提出了合理的建议和 措施。 关键词：市场营销；电梯；CRM 客户关系管理；服务 3 The Marketing Strategy Research of XJ Elevator Co., Ltd. ABSTRACT This article is based on the author’s five-year working experience in XJ Elevator Limited Company and it is centered on the company’s recent years’ development. Viewing from the perspective of marketing and making use the general marketing strategies, the author probes into the company’s present situation, development environment and running condition and gives an overall analysis concerning the present problems. The aim of this article is to find the corresponding solutions and marketing strategies suitable to the company’s present development. Through making an intensive study of the marketing theories and bringing in Customer Relationship Management and Marketing Service Theory, this article points out that the company should realize the difficulties and the opportunities it is facing while keeping a rapid developing speed in order to seize the opportunities and overcome the difficulties to move forward in the competitive market. Moreover, the author hopes that t