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1、 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电梯公司营销渠道策略研究 摘摘 要要 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
2、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
3、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
4、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Abstract E Elevator Company Marketing Channel Strategy Study II E Elevator Company Marketing Channel Strategy Study Abstract Since the 1980s,foreign brand elevator enterprises entered Chinese market,making elevator industry great developing. Now, with t
5、he development of Chinas real estate market and the infrastructure construction, the elevator products demand is increasing. Facing enormous opportunities for development and the huge market of China elevator, on the one hand, foreign brands have constantly increased investment in China, further exp
6、anding the scale, and changeing in marketing strategy to grab higher market share. On the other hand, national brands are in constant upgrading product technical method, reducing manufacture operating cost and learning foreign advanced management experiences. They prepare to use domestic dominance g
7、radually to surpass foreign brands. Chinas elevator industry trends to be more competition. E elevator Co., LTD. is American Otis elevators investment in China, a wholly foreign owned subsidiary in Chinawith “EXPRESS“ brand. Due to enter China elevator market camparing with other foreign brand is ve
8、ry short, it remains a market development stage in marketing channels construction. The face of the fierce market competition environment, E elevator needs to be market development trends timely and adjust the production of the enterprise strategy. On the other hand, it needs to set the sights on ex
9、panding quality and efficient marketing channel to fast control Chinas market. In this paper, the market situation of China elevator is discussed with markets actual data and dynamic analysis of the elevator industry. Then the business status of E elevator Co., LTD in China were introduced in detail
10、 and then use main SWOT theory model and marketing theory knowledge to analyze E elevator products in the market of the advantages and disadvantages, and study the enterprise development situation. On the basis of the theory of marketing channel, a comprehensive use of their work E Elevator Company
11、Marketing Channel Strategy Study Abstract III experience summarized E elevator marketing channel structure, currently use marketing channel strategy to know the advantages and disadvantages, and reveals the existing problems. And then the artile show the solution and protection systems for these pro
12、blems. With this article, the writer hopes to help E elecvator to create a better marketing channel and make it more efficient. And also make benefitions to other elevator companies in this market. Key words：Elevator market, Marketing channel strategy, Channel management Written by: Zhang Lei Supervised by: Zhong Xudong目 录 第一章 绪 论 1 1.1 研究背景 1 1.2 研究意义 2 1.3 研究方法 2 1.4 研究框架 3 第二章 文献综述 4 2.1 营销渠道理论 4 2.1.1 营销渠道的定义
