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论文编号：	5598
作者编号：	2120112878
上传时间：	2013/11/18 10:28:44
中文题目：	奥的斯电梯公司国内新梯市场营销策略的研究
英文题目：	Domestic new equipment marketing strategy of OTIS Elevator (China) Company
指导老师：	张永强
中文关键字：	奥的斯电梯公司;国内新梯市场;营销策略
英文关键字：	OTIS Elevator (China);Domestic New Equipment Marketing;Marketing Strategy
中文摘要：	中国经济一直强势向前，已成为全球第二大经济体，在新一届领导集体的带领下，未来我们将进入结构转型、行业调整期，为下一个五年、十年甚至二十年打基础。经济更加平稳有序的发展会带来大量的内需，国内的电梯行业也将得到无限商机。奥的斯电梯公司作为最早进入我国的电梯公司，始终是行业的领导者和先锋，在经历了2011年“北京地铁事件”后，面对变化莫测的国内市场经济环境，奥的斯电梯公司所采取的市场营销策略值得深入研究和探讨。本文以奥的斯电梯公司为研究对象，以市场营销相关理论及PEST宏观分析方法为基础，比较分析当前和未来国内经济、社会、人文和技术环境，并对电梯及其相关行业的发展进行展望，针对奥的斯电梯公司制定相应的国内市场营销策略和实施方法，具有极强的实操性。本文分为六章进行论述，第一章是绪论。主要介绍了研究背景、研究意义和研究框架，使读者可以简洁明了的了解本文的大体结构和中心思想。第二章是相关理论回顾。回顾了市场营销相关的中外经典理论，并将本文即将应用到的PEST、SWOT及4P&4C理论进行深入阐释，最后将较为先进的全方位营销理念引出，为接下来的分析和研究提供强有力的理论支撑。第三章是中国电梯市场的营销环境分析。从宏观角度对改革开放以来我国经济发展情况进行总结，预测“十二五”及“十三五”经济形势，进而对电梯及其相关的建筑业和基础设施建设业进行PEST分析，得出结论。第四章是奥的斯电梯公司的市场竞争态势分析。简要介绍了奥的斯在华的发展历程和目前公司现状，然后通过SWOT法对其及主要竞争对手进行分析，得出此部分的结论。第五章是奥的斯电梯公司国内新梯市场的营销策略及实施。通过之前分析，得出奥的斯电梯公司的近两年的营销目标和重点关注市场，应用全方位营销理念确定策略，进而制定出实施方法。第六章是结论。综述全文论述而最终得到的结论，进一步提出营销策略中还存在可以进一步完善的地方，最后指出本文可能存在的不足之处，请专家加以指正。
英文摘要：	Economy of China has been strong forward, has become the world's second largest economy. Under the guidance of Chinese new leadership, we will enter the period of structure transformation, industry adjustment and laying the foundation for the next five years, ten years and more. More stable economic development will bring a large number of domestic demand, the domestic elevator industry will be unlimited business opportunities. OTIS China as the earliest elevator company entering into China, always is the industry leader and pioneer. After "Beijing Metro Incident" in 2011, within the various of the domestic marketing economic environment, it need further study and discuss what is going on on marketing strategy and how can keep health and long term vanguard. This article is aiming at OTIS China and describes the related theories of marketing and PEST situation analysis. The article analyses the current and future domestic economic, social, cultural and technological environment in China, as well as analyses the elevator and its related industries’ development. Finally, the executable marketing strategy in domestic new equipment for OTIS China is proposed There are six chapters, (1) Introduction. Mainly introduce research background, research significance and framework. Readers can be concise and clear understanding of the general structure and main idea of the article. (2) The marketing strategy and related theory. Review the marketing related classical theory around the world, as PEST, SWOT, 4P & 4C and comprehensive marketing. The chapter provides strong theoretical support for the following analysis and research. (3) Marketing environment analysis of elevator industry in China. Predict economic trend of “twelfth five” and “thirteenth five”. Further, analyses elevator industry, its related construction and infrastructure construction industry by PEST. (4) SWOT analysis for OTIS China. Introduce OTIS China briefly. Figure out parts of conclusion and its competitors’ status through SWOT. (5) Domestic new equipment marketing strategy and implementation of OTIS China. After finding out target segment, design strategy and implementation proposal. (6) Conclusion. Summarize the whole packages and finalize conclusion, At last, hope professors and experts can coach and point out any missing or mistakes sincerely.
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