【作者】 张凤玲；

【导师】 赫连志巍； 何华庆；

【作者基本信息】 燕山大学 ， 工商管理， 2013， 硕士

【摘要】 随着电梯行业的快速发展，加上国家政策的有利支持，电梯节能回馈产品市场广阔。如何在竞争中占领市场并谋求长久的发展，是每一个电梯配件厂商需要考虑的问题，企业营销战略的选择对企业的长期发展尤为重要。本文研究的目的是试图结合企业战略和营销理论，找到适合前景电子公司的营销战略，帮助企业在激烈的市场竞争中获胜。首先，通过对前景电子公司的外部宏观环境、行业竞争环境和企业自身内部环境进行了多角度、深入细致的分析，找出影响前景电子公司生存和发展的外部机会和威胁，企业自身存在的优势和问题。其次，通过SWOT分析和STP分析确定前景电子公司的营销战略方针、战略目标和战略重点。根据企业过去五年的销售业绩，对未来五年的主要销售指标做出了预测。在对资料进行详细分析后，制定前景电子公司的营销战略。最后，为了保证营销战略目标的顺利实现，制定了营销组合策略、品牌建设策略、技术开发与管理策略、电子商务网站策略以及内部协同策略，并设计了营销制度建设、建立市场导向型的营销组织、营销激励与员工培训、全员营销与塑造营销文化、营销审计等策略控制和实施的保障措施。课题研究的成果为前景电子未来市场营销工作提供了理论指导，指明了发展方向和目标，并将确立公司在未来行业发展中的优势竞争地位。更多还原

【Abstract】 With the rapid development of elevator industry, coupled with the strong support ofnational policy, the energy-saving device for elevators has a vast market. Every elevatoraccessories manufacturers is confronted with the question how to base themselves andoccupy the market. The choice of enterprise marketing strategy is particularly importantfor the long-term development of the enterprise.This paper tries to provide effectual marketing so1utions for PROSPECT, helps thecompany get victory in furious competition.First, by analyzing exterior macro environment, inside and outside marketdevelopment, environment of industry, inside conditions of company, finds those exterioropportunities and threats that influence the company, advantages and disadvantages ofthe company.Second, the paper establishes marketing guideline and strategy targets and emphasesfor PROSPECT through the SWOT analysis and STP analysis. According to saleperformance of the company in the past five years, the main sale indexes of products inthe next five years are anticipated. After analyzing the information, establishes marketingstrategies for PROSPECT.Finally, to realize those marketing goals this paper sets down marketing combinationtactic, brand tactic, production adjustment&research, e-commerce and interiorcooperation. And design the marketing system construction, establish a market-orientedmarketing organization, incentive and employee training, integrating marketing andMarketing culture, marketing audit policy, gives control and guarantee measures for theimplement.This paper provides theory guidance for company in future, points out direction&targets for it, and will establish its superiority in the development of future industry.更多还原