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论文编号：	6634
作者编号：	2220131036
上传时间：	2014/12/1 22:33:49
中文题目：	三菱电梯公司营销策略研究
英文题目：	Mitsubishi Elevator Company Marketing Strategy And Sales Management Research
指导老师：	韩德昌
中文关键字：	三菱电梯公司;营销策略;营销管理制度
英文关键字：	MITSUBISHI ELEVATOR COMPANY;MARKETING STRATEGY;MARKETING MANAGEMENT INSTITUTION
中文摘要：	摘 要电梯，为高楼大厦提供垂直交通运输，能够在土地资源更加稀缺的核心区域实现更大的城市容量，电梯设备属于特种设备，也统属于机械行业中，虽然近些年我国在机械行业的很多方面都取得了长足的进步，但却很少有国有或民族的企业成为自身行业的领军企业，这也是因为，往往这些产品的一些核心的技术受到了国外技术引进、专利、成本等方面的制约，无法实现自有产品的自主研发、自主生产、自主维护，从而长期以来由外资公司或其控股公司长期垄断机械制造产品的核心优势，国内企业往往是合作或代工的模式来出现，提供的也仅仅是廉价的资源和劳动力。对于有着安全作用的特种设备，要求高质量的同时，还有具有现代营销理论来管理销售，提供与建筑品质相吻合的产品，才能让企业品牌影响力持续提升，本文针对电梯行业领军品牌也是国有控股企业----上海三菱电梯有限公司制造经营模式以及在山东市场的营销和服务模式展开分析，研究其优劣之处，试图通过现代市场的营销理论为该企业在全国市场的营销模式推广提供理论支持和参考。关于“三菱电梯营销策略研究”论文，着重描述的三菱电梯公司的发展历程和发展轨迹，针对公司24年的营销发展模式及全国布局情况作了简要介绍，作者等希望通过以下剖析论证得出新的营销思路和办法。文章第一部分，介绍课题下的选题背景和当下的市场情况、客户群体、竞争对手情况，同时结合相关文献内容，论述了研究该课题的意义，提取部分论证办法，以便下一步能够剖析观点，提出新的营销管理办法。文章第二部分，着重写了电梯市场的外部环境，外部环境相对于每一个电梯公司来说都是公平的，因此适应外部环境的变化情况，决定了电梯公司是否能够更好的发展，本文详细阐述了政治环境、经济环境、文化环境、技术环境等，并借用波特五力模型进行了竞争环节的分析。并就目前电梯行业与房地产行业的关系就行了剖析，预计了电梯市场的走势，并根据国家相关法规分析了电梯市场的群体变化。结合三菱公司的优劣势进行了SWOT分析，得出相关结论。 文章第三部分，较为详细的列举市场中的各个电梯厂家的营销运作模式，并就现实市场中各个厂家不同竞争方式和手段作了阐述，分析其营销模式的特点；介绍三菱公司的组织结构模式，并就三菱公司目前的竞争力优势进行了横向比较，分析了三菱公司的内部环境情况，剖析了三菱公司内部流程的现状、须改进内容和需落实办法，评估了现有公司资源的不足之处，就目前三菱公司的营销策略和实施方案进行了较为详细的介绍。文章第四部分，结合之前的分析论点，重新定位目标市场，分析新目标市场确立的依据，分析其未来发展的前景。就三菱公司的营销策略调整思路进行剖析，包括了营销策略、服务策略、技术应对策率、价格策略、促销策略、以及流程再造等，就下一步市场竞争提出预见性方法。文章第五部分主要根据第四部分的方法提出制度建设，因为任何目标方法的实行都需要制度的建设作保障，就下一步如何打造优秀团队，建立节点方针政策，提出了与之对应的新流程、新制度。包括实施营销管理的新措施，营销团队的组建机制与分析，实施新的流程再造方案，加强合同风险控制和应收账款的回收力度，优化审批机制和授权流程，引入对外承诺的倒逼机制，建立良好的企业文化环境和工作氛围等。根据以上分析，本文着重于建立电梯市场新的营销模式为出发点，结合三菱公司的目前运行状况为案例，借助于相关文献为理论支持，得出现有及未来电梯市场的应对方案和实施策略，意在鼓励电梯企业在市场竞争中良性发展，让电梯制造厂家更有社会责任感。关键词：三菱电梯公司 营销策略 营销管理制度
英文摘要：	Abstract Elevator, providing vertical transportation for high-rise buildings, can achieve greater capacity in the expensive city core area. Elevator industry belongs to the special equipment and also to the Machine industry. In recent years China's machinery industry has made considerable progress, but there are very few state-owned or private enterprises have become the industry leaders. This is caused by some of the key industrial technologies having been constrained by many factors, like the introduction of foreign technology, patents, costs, etc. All the factors turn out to be difficult to make our enterprises to achieve independently R&D, independent production, and autonomous maintenance. Foreign companies monopolize the core strengths with technologies of machinery products for a long time. Domestic enterprises usually cooperate with foreign brands or do OEM, providing just cheap resources and labor only. For special safety equipment, not only high quality is required, but also modern marketing theory are strongly needed to manage sales, keep consistent quality and make reliable construction products, in order to allow enterprises to continue to enhance the brand influence. This thesis analyzed the elevator industry leading brand: Shanghai Mitsubishi elevator Co., Ltd in terms of manufacturing business model and service models in ShanDong province market, studied SM elevator’s strengths and weaknesses by using the modern marketing theory. This thesis also focuses on the establishment of the elevator market new marketing model combined with the current operating conditions. According to the thesis of “Studying the SM elevator marking strategy “, focuses on the description of SM elevator company’s development history and track. Brief introduction the company’s marking models and all the country’s layout. I hope to get the new marking thinking’s and method as below. Part one; introduce the thesis background, market conditions at the moment, customer groups and condition of the competitors’. Combined with the related foundation of the theory, indicate the meaningful of the thesis and part of the method in order to analyze the viewpoint and provide the new marketing method. Part two; focuses on the description of the external environment about elevator marketing. External environment is fair to every elevator company. Suit for the change of external environment, decided the company’s development. The thesis state the political environment, economic environment, culture environment and technological environment. With the help of the Michael Porter's Five Forces Mode to analyze the competition. Analyses relationship between the elevator industry and the real estate industry, expected the elevator industry trend. According to the relevant regulations of the state to analyses the population change elevator market. Combined with the Mitsubishi Company’s advantages and disadvantages of the SWOT, draws the related conclusion. Part three; detailed list of all the elevator manufacturers in the market marketing operation mode and described various manufacturers in the real market competition in different ways and means. Analysis of the characteristics of the marketing mode. Organization structure model of Mitsubishi Co, and compares the current competitive advantage of Mitsubishi Co. Analysis of the internal environment of Mitsubishi Co, and present situation, the Mitsubishi Co internal processes should be improved content and to implement measures. Evaluation of the shortcomings of existing corporate resources, the current marketing strategy and implementation plan of the Mitsubishi Co is introduced in detail. Part four; combined with the previous analysis argument, re positioning of the target market, establish the basis for the new target market analysis, analysis of its future development prospect. On the adjustment of marketing strategy idea of Mitsubishi Co are analyzed, including the marketing strategy, service strategy, technology strategy, price strategy, response rate of promotion strategy, and process re engineering, provided market competition the next step method. Part five; the fifth part of the article mainly according to the method of the fourth part of the proposed system construction. Because any target method to implement the construction need system as guarantee, is the next step to creating excellent team, set up the node policy, put forward a new system of the new process and the corresponding. Including the implementation of the new measures of marketing management, the formation mechanism and analysis of marketing team. The implementation of BPR in the new contract, strengthen risk control and accounts receivable recovery efforts. Optimize the approval mechanism and authorization process. Dabbing mechanism introduced foreign commitments AND set up the good enterprise culture environment and working atmosphere. Based on the above analysis, this paper focuses on the establishment of elevator market new marketing mode as the starting point. With the help of related literature as the theoretical support, the present operation of combination of Mitsubishi Co as a case, solutions of existing and future of the elevator market and implementation strategy. Intended to encourage the elevator the sound development of enterprises in market competition and make the elevator manufacturer more social responsibility. KEY WORDS：MITSUBISHI ELEVATOR COMPANY，MARKETING STRATEGY，MARKETING MANAGEMENT INSTITUTION
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