沧州西奥营销策略研究-工商管理专业论文.docxVIP

河北工业大学工商管理硕士（M 河北工业大学工商管理硕士（MBA）学位论文 沧州西奥营销策略研究 沧州西奥营销策略研究 沧州西奥营销策略研究 摘 要 随着我国现代建筑工程迅速发展，电梯作为一种建筑内重要运输工具及特种设备也逐 渐普及到了人们的日常生活中。中国城镇化进程的加快使得电梯市场由大城市向中小城市 渗透，电梯营销也随之有了新的变化。 沧州西奥作为国内中小城市电梯经销商的代表，面对新时期行业发展形势的变化，应 当适时地调整其营销策略。电梯营销是多种因素综合作用的结果，本文将相关的市场营销 理论与沧州西奥的营销实践相结合，对沧州西奥营销策略展开了分析研究。 本文首先分析了沧州西奥的宏观、行业、内部营销环境，从中得出沧州西奥的优势、 劣势、机会、威胁以及四者之间的匹配战略，最后通过目标市场分析、营销组合策略分析 得出沧州西奥的营销策略，并探讨了沧州西奥营销策略有效性的保障措施。沧州西奥在今 后工作中将着力铺设“地区性网格化服务”这一电梯营销服务体系，主打质量战，在沧州 地区政府电梯市场中保住并提升现有的竞争优势，在沧州房地产电梯市场中提升本公司竞 争实力，全方位提高本公司营销水平。 关键词：沧州西奥，电梯，营销策略 i RESEARCH ON MARKETING TACTICS OF CANGZHOU XIAO ELEVATOR CO., LTD ABSTRACT With the rapid development of Chinese modern construction，elevator as a building’s main carriage tool and a special equipment has gradually spread to people’s daily life. The acceleration of China urbanization, which makes the elevator market infiltrate from big city to medium city, has affected the elevator marketing. As a representative of the medium city elevator distributor，Cangzhou XIAO should adjust its marketing tactics to adapt to the changes of industry’s new situation. The elevator marketing is the comprehensive result of many factors. Basing on the combination of marketing theory and Cangzhou XIAO marketing practices, this essay is going to analysis and research Cangzhou XIAO marketing tactics. To begin with, we analysis Cangzhou XIAO’s macroscopic, industrial and microcosmic environment. And then we find out the strength, weakness, opportunity, threaten and the matching strategy of these four elements. Finally, by analyzing the target market and the marketing mix strategy, we derive the Cangzhou XIAO marketing tactics. We have also roughly discussed the supporting measure of strategy effectiveness. Cangzhou XIAO will put force effort to lay a elevator marketing service system which is called “regional service net”, and carry out quality strategy. Keep and enhance the competition superiority in Cangzhou government elevator market. Promote its strength in Cangzhou real estate