E电梯公司营销渠道策略研究

硕士专业学位论文论文题目E电梯公司营销渠道策略研究学号20105210119研究生姓名张磊指导教师姓名钟旭东专业名称工商管理研究方向市场营销论文提交日期2013年3月E电梯公司营销渠道策略研究摘要I摘要上世纪80年代以来，外资品牌电梯企业纷纷进入中国市场，带动了中国电梯行业的蓬勃发展。随着中国房地产市场的发展及城市基础设施的完善，电梯产品的需求也日益增加。面对巨大的发展机遇和庞大的中国电梯市场，一方面外资电梯品牌不断增加在华投资，扩大规模，抢占市场份额；另一方面民族品牌也在不断地提升自身产品技术含量，降低制造及营运成本，学习国外先进管理经验，完善自身营销渠道，以期利用本土优势逐步赶超外资品牌。中国电梯行业的市场竞争日益激烈。E电梯公司是美国奥的斯电梯在华的全资子公司，在中国独立发展“EXPRESS”品牌。由于其进入中国电梯市场的时间与其他外资品牌相比还很短，目前仍处在市场开发和营销渠道建设阶段。面对激烈的市场竞争环境，E公司一方面根据建筑市场发展趋势适时调整企业产品策略，提高零部件国产化率降低生产成本，获得价格优势；另一方面将目光放在拓展优质高效的营销渠道上，力争在竞争中后发制人，迅速抢占中国市场份额。本文首先回顾了营销渠道的相关理论和研究，而后介绍了中国电梯行业现状和E公司经营状况。通过运用SWOT分析法研究其在市场中的优势，劣势，威胁和机会，阐述了企业发展的状况。随后基于营销渠道理论，介绍了E公司营销渠道的概况和构成、分析了现有营销渠道的特点，揭示了其在渠道代理商管理，运营效率，项目冲突，产品价格无序，窜货和渠道终端客户控制力等方面存在的问题，并提出了相关的对策。最后指出，E公司应从营销渠道制度，人员，信息和企业文化建设等四个方面入手建立保障措施，以确保其营销渠道健康有序发展。通过本文的研究和分析，希望能够帮助E公司更有效的执行其营销渠道策略，更高效的进行渠道管理，为企业在国内市场今后的发展打下坚实的基础，同时也希望对其他同类型企业有一定的借鉴意义。关键词：电梯市场、营销渠道策略、渠道管理作者：张磊指导教师：钟旭东AbstractEElevatorCompanyMarketingChannelStrategyStudyIIEElevatorCompanyMarketingChannelStrategyStudyAbstractSincethe1980s,foreignbrandelevatorenterprisesenteredChinesemarket,makingelevatorindustrygreatdeveloping.Now,withthedevelopmentofChina'srealestatemarketandtheinfrastructureconstruction,theelevatorproductsdemandisincreasing.FacingenormousopportunitiesfordevelopmentandthehugemarketofChinaelevator,ontheonehand,foreignbrandshaveconstantlyincreasedinvestmentinChina,furtherexpandingthescale,andchangeinginmarketingstrategytograbhighermarketshare.Ontheotherhand,nationalbrandsareinconstantupgradingproducttechnicalmethod,reducingmanufactureoperatingcostandlearningforeignadvancedmanagementexperiences.Theypreparetousedomesticdominancegraduallytosurpassforeignbrands.China’selevatorindustrytrendstobemorecompetition.EelevatorCo.,LTD.isAmericanOtiselevator’sinvestmentinChina,awhollyforeignownedsubsidiaryinChinawithEXPRESSbrand.DuetoenterChinaelevatormarketcamparingwithotherforeignbrandisveryshort,itremainsamarketdevelopmentstageinmarketingchannelsconstruction.Thefaceofthefiercemarketcompetitionenvironment,Eelevatorneedstobemarketdevelopmenttrendstimelyandadjusttheproductionoftheenterprisestrategy.Ontheotherhand,itneedstosetthesightsonexpandingqualityandefficientmarketingchanneltofastcontrolChina'smarket.Inthispaper,themarketsituationofChinaelevatorisdiscussedwithmarket’sactualdataanddynamicanalysisoftheelevatorindustry.ThenthebusinessstatusofEelevatorCo.,LTDinChinawereintroducedindetailandthenusemainSWOTtheorymodelandmarketingtheoryknowledgetoanalyzeEelevatorproductsinthemarketoftheadvantagesanddisadvantages,andstudytheenterprisedevelopmentsituation.Onthebasisofthetheoryofmarketingchannel,acomprehensiveuseoftheirworkEElevatorCompanyMarketingChannelStrategyStudyAbstractIIIexperiencesummarizedEelevatormarketingchannelstructure,currentlyusemarketingchannelstrategytoknowtheadvantagesanddisadvantages,andrevealstheexistingproblems.Andthentheartileshowthesolutionandprotectionsystemsfortheseproblems.Withthisarticle,thewriterhopestohelpEelecvatortocreateabettermarketingchannelandmakeitmoreefficient.Andalsomakebenefitionstootherelevatorcompaniesinthismarket.Keywords：Elevatormarket,Marketingchannelstrategy,ChannelmanagementWrittenby:ZhangLeiSupervisedby:ZhongXudong目录第一章绪论·················································································11.1研究背景················································································11.2研究意义················································································21.3研究方法················································································21.4研究框架················································································3第二章文献综述··············································································42.1营销渠道理论··········································································42.1.1营销渠道的定义·······························································42.1.2营销渠道的重要性····························································52.1.3营销渠道管理理论····························································62.1.4营销渠道结构理论····························································62.2国内有关营销渠道的研究···························································82.3国内有关工业品营销渠道的研究··················································92.4本章小结···············································································10第三章E电梯公司市场现状·······························································113.1我国电梯行业发展历史与现状····················································113.2E电梯公司现状分析································································133.2.1E电梯公司简要介绍························································133.2.2E电梯公司市场概况························································143.3E电梯公司SWOT分析····························································153.3.1优势············································································153.3.2劣势············································································163.3.3机会············································································173.3.