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论文编号：	4577
作者编号：	2220081051
上传时间：	2012/9/18 16:04:04
中文题目：	蒂森电梯公司营销战略研究
英文题目：	Thyssen elevator company marketing strategy research
指导老师：	张永强
中文关键字：	关键词：电梯公司、环境分析、营销战略、战略实施
英文关键字：	Key words: Elevator company, Environment analysis, Marketing strategy, Strategic implementation
中文摘要：	随着目前经济全球化进程的速度越来越快，竞争环境也变得越来越复杂。电梯企业之间的竞争已经日益激烈，而且已经不再只限于品牌、技术、制造之间的竞争，为此各电梯企业也越来越重视各自的营销战略。在上述背景下，本文以蒂森公司为分析和研究对象，以战略管理和市场营销学作为理论基础，运用定性、定量、比较、研究相结合的研究方法，通过对蒂森公司外部环境的分析，以及对其竞争对手的分析研究，发现蒂森公司现有的优势和切实存在劣势，通过研究公司产品、服务等组合因素，为公司在战略的制定和实施提供了理论依据，对蒂森公司的整体业务具有可操作性。随着经济社会的发展，以及房地产的快速发展，电梯行业已经进入全面竞争的时代，面对激烈的竞争，蒂森公司需设计和实施切实有效的营销战略来应对市场的需求和变化。本论文共分为六章进行论述。第一章绪论部分，主要介绍了论文研究的意义和研究的背景、研究框架和研究内容。第二章回顾了相关的文献和理论，包括战略与战略营销、相关环境分析方法、五种作用力模型，为本文研究提供可靠的理论支撑。第三章从宏观环境分析与微观环境分析相结合的角度，对蒂森公司的营销环境进行分析，包括行业竞争环境、宏观环境、企业内部环境等三个层面，运用PEST分析法和SWOT方法形成环境分析的结果。第四章根据蒂森公司的环境分析结论，提出蒂森公司的战略定位、战略目标、战略选择，以及战略的重点。第五章从蒂森公司营销战略的实施角度分别就其新产品开发战略、关系营销战略以及服务营销战略进行战略策略分析和实施的对策分析。第六章结论，综述文章研究的脉络并对后续的研究提出未来的展望。本文的创新点在于，理论与实践相结合，分析了蒂森公司营销的优势、劣势、机遇和威胁，尤其从战略层面强调蒂森公司的战略定位，并明确蒂森公司的战略重点，并有层次地对蒂森公司的战略重点进行战略实施的分析和研究。在目前电梯行业所面临的竞争环境下，本论文对蒂森公司的分析和研究有较强的实用价值。
英文摘要：	With the economic globalization process faster, the competitive environment has become more and more complex. The elevator competition among enterprises is becoming increasingly fierce, but has not only confined to the brand, technology, manufacturing competition, therefore the enterprises pay more and more attention to their marketing strategy. Based on the above background, this article to the Thyssen companies for analysis and research object, to the strategic management and marketing theory as the theoretical basis, the use of qualitative, quantitative, comparative study, the research method of combining the Thyssen companies, through the analysis of external environment, as well as to its competitor analysis, found the Thyssen companies existing advantage and the practical existence inferior position, through the study of the company's products, services and the combination of factors, for the company in the strategy formulation and implementation provides a theoretical basis, Thyssen company's overall business operability. With the development of economy and society, as well as the rapid development of real estate, the elevator industry has entered the era of competition, in the face of the fierce competition, Thyssen companies need to design and implement effective marketing strategies to meet the needs of the market and change. This thesis consists of six chapters. The first chapter, mainly introduces the research significance and the research background, research framework and contents of study. The second chapter reviews the relevant literature and theories, including strategy and marketing strategy, the environment analysis method, five forces model, in this study provide reliable theoretical support. The third chapter from the macroscopic environment analysis and microscopic environment analysis combined with angle, Thyssen company marketing environment analysis, including the industry competition environment, macroscopical environment, enterprise internal environment in three aspects, the use of PEST analysis and SWOT method of forming environment analysis results. The fourth chapter according to the Thyssen companies environmental analysis conclusion, put forward the Thyssen companies strategic positioning, strategic objectives, strategic choice, as well as the strategic focus. The fifth chapter from the Thyssen companies the implementation of the marketing strategy in terms of its new product development strategy, relationship marketing strategy and service marketing strategy strategy analysis and implementation countermeasures. The sixth chapter is the conclusion, reviews the research history and future research suggestions for future prospect. The innovation point of this paper, combining theory with practice, analyses the Thyssen companies marketing advantages, disadvantages, opportunities and threats, especially from the aspect of strategy emphasizes the Thyssen companies' strategic positioning, and clearly Thyssen company strategic focus, and levels of Thyssen company strategy focus strategy analysis and research. In the elevator industry faces the competition environment, this paper analyses and studies the Thyssen companies have a strong practical value.
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