兰州XA电梯公司营销策略优化研究

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作者	牛奔
姓名汉语拼音	Niu Ben
学号	2020000011049
培养单位	兰州财经大学
电话	18699435995
电子邮件	57717628@qq.com
入学年份	2020-9
学位类别	专业硕士
培养级别	硕士研究生
一级学科名称	工商管理
学科代码	125101
授予学位	工商管理硕士
第一导师姓名	许云斐
第一导师姓名汉语拼音	xuyunfei
第一导师单位	兰州财经大学
第一导师职称	教授
题名	兰州XA电梯公司营销策略优化研究
英文题名	Research on Marketing Strategy Optimization of Lanzhou XA Elevator Company
关键词	电梯公司营销策略大数据互联网营销
外文关键词	Elevator Company; Marketing Strategy; Big Data; Internet Marketing
摘要	摘要电梯行业与房地产行业息息相关，随着国际经济形势恶化、我国房地产市场的调控，房地产行业的投资建设和销售增速均大幅度下滑，许多房地产公司面临着破产的局面，因此电梯行业的市场规模增速下降，与此同时电梯公司的数量和产量却大幅度上升，电梯公司亟需加强营销策略优化，以期提升电梯公司的市场竞争力。本文以兰州XA电梯公司为研究对象，首先分析该公司的基本情况及近五年的营销收入，发现公司呈现一种增收不增利的情况，市场占有份额也逐渐缩小，基于4Ps理论分析了公司的产品、价格、渠道和促销策略，并且采取PEST、波特五力模型和SWOT分析法，针对公司面临的宏观环境、竞争环境进行分析，并且总结了公司的优劣势、面临的机遇和威胁等，认为兰州XA电梯公司可以采取SO策略，以期提高自身的营销服务水平。其次，本文基于问卷调查方法，分析了兰州XA电梯公司的客户服务满意度，调查结果显示客户服务满意度较低，表明公司的营销策略存在一定的问题，电梯产品体系不完善，无法满足需求，电梯营销服务渠道单一，服务质量差，电梯产品的研发成本高，价格竞争力低，促销活动无法适应关系营销需求；产生问题的原因是互联网营销服务意识薄弱，大数据营销团队建设不足，营销服务制度不完善，营销推广方法较为落后。本文为了提升兰州XA电梯公司营销服务水平，基于STP理论进行市场细分，选择目标市场和进行市场定位，同时基于4Ps理论提出了优化的营销策略，完善电梯产品体系，满足客户的需求，拓展电梯销售渠道，提高客户服务质量，降低生产制造成本，提高公司产品价格竞争力，加强客户关系维护，从而可以更好地占有电梯市场份额。兰州XA电梯公司为了贯彻落实市场营销策略，加强组织团队建设，争取公司的领导支持，提高各部门的沟通和协作，健全优质的营销服务制度和营销服务激励制度，加强技术基础设施建设力度，进一步提高公司的数据安全，提高电梯性能监控加强售后服务，有助于兰州XA电梯公司实现长期的商业成功和可持续增长。关键词：电梯公司；营销策略；大数据；互联网营销
英文摘要	Abstract The elevator industry is closely related to the real estate industry. With the deterioration of the international economic situation and the regulation of China's real estate market, the investment, construction, and sales growth rate of the real estate industry have significantly declined. Many real estate companies are facing bankruptcy, resulting in a decline in the market growth rate of the elevator industry. At the same time, the number and output of elevator companies have significantly increased. Elevator companies urgently need to strengthen marketing strategy optimization, To enhance the market competitiveness of elevator companies. This thesis takes Lanzhou XA elevator company as the research object. Firstly, it analyzes the basic situation of the company and its marketing revenue in the past five years. It is found that the company presents a situation of increasing revenue without increasing profits, and its market share is gradually shrinking. Based on the 4Ps theory, the company analyzes its products, prices, channels, and promotion strategies. PEST, Porter's Five Forces Model, and SWOT analysis method are used to analyze the macro and competitive environment faced by the company, And summarizing the company's strengths and weaknesses, opportunities and threats, it is believed that Lanzhou XA elevator company can adopt an SO strategy to improve its marketing service level. Secondly, based on the questionnaire survey method, this thesis analyzes the customer service satisfaction of Lanzhou XA elevator company. The survey results show that customer service satisfaction is low, indicating that the company's marketing strategy has certain problems. The elevator product system is not perfect, unable to meet demand, the elevator marketing service channel is single, the service quality is poor, the research and development cost of elevator products is high, the price competitiveness is low, and promotional activities cannot adapt to relationship marketing needs; The reasons for the problems are weak awareness of internet marketing services, insufficient construction of big data marketing teams, imperfect marketing service systems, and outdated marketing promotion methods. In order to improve the marketing service level of Lanzhou XA elevator company, this thesis uses STP theory to segment the market, select target markets, and position the market. At the same time, based on 4Ps theory, an optimized marketing strategy is proposed to improve the elevator product system, meet customer needs, expand elevator sales channels, improve customer service quality, reduce production and manufacturing costs, enhance the company's product price competitiveness, and strengthen customer relationship maintenance, Thus, it can better occupy the elevator market share. Lanzhou XA elevator company aims to implement marketing strategies, strengthen organizational team building, seek leadership support from the company, improve communication and collaboration among various departments, improve high-quality marketing service systems and marketing service incentive systems, strengthen technical infrastructure construction, further improve the company's data security, improve elevator performance monitoring, and strengthen after-sales service, Helping Lanzhou XA elevator company achieve long-term commercial success and sustainable growth. Key words: Elevator Company; Marketing Strategy; Big Data; Internet Marketing
学位类型	硕士
答辩日期	2024-05-25
学位授予地点	甘肃省兰州市
语种	中文
论文总页数	88
参考文献总数	43
馆藏号	0006168
保密级别	公开
中图分类号	F203.9/1098
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/36819
专题	MBA教育中心
推荐引用方式 GB/T 7714	牛奔. 兰州XA电梯公司营销策略优化研究[D]. 甘肃省兰州市. 兰州财经大学,2024.

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