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论文编号：	5996
作者编号：	2120112705
上传时间：	2013/12/9 23:39:49
中文题目：	蓝光奥的斯电梯曳引机项目开发市场环境分析与营销策略研究
英文题目：	Market environment analysis and marketing strategy research for Blue light OTIS elevator traction machine project development
指导老师：	吴晓云
中文关键字：	新产品开发,研发与营销整合,营销策略,电梯曳引机
英文关键字：	The development of new products, R & D and marketing integration, marketing strategy, the elevator traction machine
中文摘要：	伴随着国内外市场竞争的日益加剧，电梯相关企业迫切需要加强自身的新梯形的开发能力，作为电梯的主要部件曳引机也不例外，提高新款曳引机的开发绩效（开发成本，开发速度），以期获得更多的利润回报与竞争优势。新的曳引机的开发是一个多部门协作的过程，在众多的协作之中，研发与营销间的整合水平关系到企业新产品开发的成败，因此需要对研发项目进行市场环境分析与营销策略研究，以期望研发和营销之间有一个良好的结合点，例如曳引机开发要求企业把研发与营销这两项工作很好地整合在一起，才能达到获利的目的。 本论文通过对某电梯曳引机制造企业（蓝光奥的斯公司）新产品开发与营销现状分析，阐述了电梯曳引机营销环境与目标市场选择和新产品开发与营销策略选择。为今后蓝光奥的斯能够研发出更好的新产品提供理论支持和方法指导。由小见大，本文所得出的曳引机项目开发的目标市场选择和营销策略选择的思路将会对部分曳引机制造企业的研发中心起到借鉴作用。本文首先在第二章中回顾了市场营销，资源匹配以及新产品项目开发与营销整合的一些基本理论及概念；在第三章中对蓝光奥的斯新产品开发与营销现状进行了阐述。之后，在第四章和第五章中分别介绍了本论文的核心内容与主要创见，针对蓝光奥的斯新产品开发与营销策略分析，蓝光奥的斯制定了蓝光奥的斯的品牌策略、客户为导向的产品研发机制以及研发与营销整合的人才策略并探讨了他们在蓝光奥的斯的实施及产生的效果。
英文摘要：	With the domestic and international market competition intensifies, the urgent elevator related enterprises need to strengthen the new trapezoid self development ability, as a main component of elevator traction machine is not exceptional also, improve the traction machine development performance (the cost of development, development speed), in order to obtain more profits and competitive advantage. Development of traction machine new is the process of a multi sector cooperation, in many of the cooperation, R & D and marketing integration of standards related to the enterprise's new product development success or failure, therefore, need to study the market environment and marketing strategy for the project, to have a good combination between expected R & D and marketing for example, traction machine development requires enterprises to put the two R & D and marketing work well together, in order to achieve the purpose of profit. In this paper, the elevator traction machine manufacturing enterprises (Blue light OTIS) analysis of the current situation of development of new products and marketing, elaborated the elevator traction machine marketing environment and target market selection and development of new products and marketing strategy. For the future of Blue light Otis can develop and provide theoretical support and method guidance for new product better. See the small, to provide reference ideas will choose the target market and marketing strategy of traction machine from the project development on the part of the traction machine manufacturing enterprise R & D center. In the second chapter, reviews the marketing, resource matching and new product development and marketing integration of some of the basic concepts and theories; in the third chapter of Blue light Otis new product development and marketing present situation has carried on the elaboration. After that, the core content of this thesis and the main creative ideas are introduced in the fourth chapter and the fifth chapter, according to the analysis of Blue light Otis new product development and marketing strategies, Blue light Otis made the customer brand strategy, Blue light Otis oriented product development mechanism and talent strategy research and marketing integration and discuss their implementation in Blue light Otis and the effect.
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