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论文编号：	3568
作者编号：	2220100754
上传时间：	2011/10/18 10:27:11
中文题目：	奥的斯电梯（中国）公司巴西市场的拓展及营销策略研究
英文题目：	Development & Marketing Tactics Study for Otis Elevator (China) Company in Brazil Elevator Market
指导老师：	许晖
中文关键字：	关键字：奥的斯电梯;国际市场拓展;营销策略;巴西市场
英文关键字：	Key words: Otis elevator;international market expansion;marketing strategy Brazil market
中文摘要：	随着市场经济的高速发展以及电梯市场的迅速扩大，我国电梯市场已由卖方市场发展成为买方市场，市场竞争的焦点从国内转向了国际市场，可以说国际化经营已经成为了我国电梯企业发展壮大的必然选择。在国内市场竞争积累且市场占有率相对固定的前提下，从进一步发展壮大和可持续发展的角度出发，电梯企业提出实施国际市场营销的发展战略是正确的选择。那么，如何正确有效地选择国际市场营销策略，正确拓展国际市场，就成为了我国电梯企业成功实施面向全球市场经营的关键所在。 2010年，我国注册电梯企业已达到400多家，电梯年产量达30万台，成为全球最大的电梯制造基地和销售市场,中国电梯的产量是全球电梯产量的一半以上，目前，中国制造的电梯大概有10%出口到海外电梯市场参与国际电梯市场竞争，覆盖70多个国家和地区。奥的斯电梯（中国）公司作为电梯行业的领跑者，在竞争激烈的发展中也不忘坚持自身发展的核心价值观“以绿色引领未来”，提倡“节能、环保、生态”，坚持以“绿色科技”为先导，以持续改进为动力，不断地通过技术的改进来满足不同需求的客户，不但在国内得到了肯定，在面向国际化的发展中也备受瞩目。尽管奥的斯电梯（中国）公司从2000年就开始开发海外电梯市场，但到目前为止出口巴西电梯市场的电梯产量还没有突破性的增长。抓住分别在2014年和2016年在巴西举行的世界杯足球赛和奥林匹克运动会的契机，为巴西电梯市场制定切实可行的营销策略，实现出口巴西电梯产量的突破性增长是摆在奥的斯电梯（中国）公司面前的首要任务。因此，本文以奥的斯电梯（中国）公司开拓巴西市场为例，以现代国际市场影响策略和战略管理的相关理论为依据，结合国际电梯行业发展的特点，综合分析了巴西市场和奥的斯电梯（中国）公司的自身特点，理论联系实际，运用定性和定量相结合、实证分析的方法，得出了奥的斯电梯（中国）公司拓展巴西市场的营销策略体系。也力求对我国其它电梯企业“走出去”起到一定的借鉴作用。
英文摘要：	With the rapid development of market economy and the rapid expansion of the elevator market, China's elevator market has become a seller's market from a buyer's market, competition in the market shifted focus from the domestic market to international market. It can be said that international operations have become the inevitable choice for the business development of China's elevator expansion. Base on the competition in the domestic market and the market share are relatively fixed, from the further development and continuous growth point of view, elevator enterprises think that the implementation of international marketing strategy is the right choice. So, how to choose the correct and effective international marketing strategy and expand the international market properly have become the key factors for successful operation of China elevator enterprises in global markets. In year 2010, there are more than 400 elevator enterprises registered in China, the annual output reaches 300,000units, China becomes the biggest elevator manufacture base and selling market all over the world. The output of Chinese elevators is an half of the elevator output all over the world. Currently, around 10% of Chinese elevators are being sold to oversea elevator markets, cover more than 70 countries and regions. Otis Elevator (China) Company as the elevator industry leader in the competitive development also did not forget to insist its own core values of development of "green lead the future", to promote "energy saving, environmental protection, ecology", adhere to the "green technology "as the guide to continuous improvement as a driving force, continuously improved through technology to meet the different needs of customers, not only in China was recognized, in the face of international development is also well received. Otis Elevator (China) Company starts to develop oversea elevator market in year 2000. Unfortunately, the breakthrough increase for exporting Brazil still cannot be found up to now. So, the main task Otis Elevator (China) Company management team are facing currently are to set up a feasible marketing for having a breakthrough increase on the export volume to Brazil by seizing the opportunities come from the 2014 FIFA World Cup BrazilTM and 2016 Olympic Games in Brazil Therefore, this thesis takes Otis Elevator (China) Company to develop the Brazilian market for an example, refer to the modern international market impact of policy and strategic management theory as basis, the characteristics of the international elevator industry, a comprehensive analysis of the Brazilian market and Otis Elevator (China) Company special features of theory with practice, the use of qualitative and quantitative, empirical analysis, the actual out of Otis Elevator (China) Company marketing strategy to expand the Brazilian system. Also sought to lift our country other enterprises "going out" play some reference.
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