联系我们

论文查询结果	返回搜索

论文编号：	3712
作者编号：	2120092695
上传时间：	2011/11/23 9:35:50
中文题目：	天津奥的斯电梯公司（OTIS）
英文题目：	International marketing strategy and Implementation Research of Tianjin Otis Elevator Company
指导老师：	杜建刚
中文关键字：	奥的斯，电梯，金融危机，国际市场营销战略
英文关键字：	OTIS; Elevator; Financial crisis; International marketing strategy
中文摘要：	摘要中国以其特有的物质和人力资源优势，成为世界上各种产品主要的加工和制造中心之一。过去的二三十年，世界各地很多知名企业把工厂转移到了中国，并且具备了很强的竞争优势，保持着高速的增长。然而随着全球一体化的加深，市场竞争越来越激烈，再加上金融危机对全球经济的影响，其他更具成本优势加工中心的形成等，都成为制约这些企业发展的因素。天津奥的斯电梯公司（OTIS）作为电梯行业的领跑者，同样也面临着市场萎缩的威胁，尤其是国际市场。而且近五年来，由于公司内部的一些问题的产生，对奥的斯的销售也造成了沉重的打击。如何制定和实施营销战略来消除这些制约因素，进一步提高自己的竞争力，如何在日益加剧的市场竞争中继续保持高速的增长和强大的份额是本文主要的研究目的，同样，对于同类型的企业也具有一定的参考意义。本论文主要站在市场营销的角度，通过分析奥的斯的现状、近几年国际销售的市场份额、利润水平、国际市场面临的主要问题，运用MBA所学到的环境分析理论、五力模型、内部分析理论、价值链分析法等工具找出根本问题及原因所在，进而针对公司的核心竞争力，产品特点等制定相应的营销战略，包括STP理论、4P营销战略、产品生命周期理论等。本文的最后部分将会就如何保障这些营销战略的良好实施提出相应的保障措施，包括公司内部机构设置调整，薪资奖励机制调整，内部流程管理改造等方面。本文主要采用MBA所学理论和实际工作体会相结合的研究方法，针对公司存在的主要问题，运用MBA所学知识进行分析，并找出相应方案。在奥的斯几年的工作，对公司的运作和发展有着很多的体会，并且能深刻的了解公司存在的问题，而且掌握了大量真实的数据和市场动态的资料，所以本文可以在真实资料的基础上进行分析研究。关键词：奥的斯，电梯，金融危机，国际市场营销战略
英文摘要：	Abstract With unique physical and human resources advantages, China has become to be one of the most important products processing and manufacturing centers on the word. During the past twenty to thirty years, lots of well-known enterprises transferred their factories to China, and had got strong competitive advantages and rapid growth. However, along with the global integration deepening, the market competition is becoming increasingly intense. The financial crisis’ impact to the global economy and other manufacture center’s formation etc, all are restricting factors for the further development of these enterprises. Tianjin OTIS Company, as the elevator industry’s leader, is also faced with the threat of market atrophy, especially on the overseas market. In addition, during the past five years, series of internal problems also caused a heavy blow to the sales of OTIS. How to establish and implement effective marketing strategies, how to elevate competition power, thus maintain high growth and strong share on the market is the main purpose of this paper. It also has certain reference significance to the same type of enterprises. This thesis stands on the angle of marketing, and through the analysis of the current situation of OTIS, overseas market share, profit level, the main problems of the oversea market, using the environment analysis theory, five forces model, internal analysis theory, value chain analysis, product life cycle theory and other tools learned during MBA course, to find out the underlying problems and reasons. And then combine the company's core competitiveness, product characteristic, to establish the corresponding marketing strategies, including: the theory of STP, 4P marketing strategy etc. The last part of the thesis brought forward protection measures to ensure the effective implementation of these strategies, including the company internal structure adjustment, salary incentive mechanism, internal process modernization etc. The research method of this paper: combine the Marketing and Strategy theory with the practical work experience, use the related knowledge to analyze problems and find out corresponding solutions. During the working at OTIS, I have got a lot of experience about the company's operation and development. And can deeply understand the problems of Tianjin OTIS. I also master a large number of real data and market information, so this paper is based on the real data and experience. Key words: OTIS; Elevator; Financial crisis; International marketing strategy
查看全文：	预览  下载(下载需要进行登录)