Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

A Study on China’s Marketing Research of Elevator and Strategy Design Based on CRM and Its Implement for SMEC

Author XuWeiFeng
Tutor WangBo
School Tianjin University
Course Management Science and Engineering
Keywords Elevator Political - economic - social - technical analysis Swart analysis Marketing mix strategies Strategy Customer Relationship Management
CLC F426.4
Type Master's thesis
Year 2007
Downloads 268
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With the sustained and rapid development of China's economic construction , China Elevator growing demand , China has become the world's largest elevator consumer and producer countries . Elevator manufacturing industry in China is highly competitive , oligopolistic market from a fully competitive market is in a transition phase . Faced with the competitive upgrades in the future , for the elevator manufacturer , how to correctly understand the market , combined with their own characteristics to seize market opportunities , and at this stage of development of scientific and rational marketing strategy and strategy is of great significance . This paper surveys and studies of China 's elevator market , the use of a large number of survey data to give description of the situation of the industry , and depicts the possible direction of development of the elevator industry . In this paper, the one in the elevator industry has been in a leading position SMEC in China SWOT analysis , scientific understanding of the environmental factors that affect the development of the company , including the degree of perfection In addition to the intense competition in the industry itself . The one hand, companies need to properly treat the external environment ; other hand, enterprises should continue to improve the internal environment , and actively carry out business process reengineering , increase scientific and technological content , reduce product costs , building an efficient main competition and the implementation of effective marketing strategies , especially attention should be paid to the role of CRM marketing in the new period . For the elevator industry , state-of-the-art technology and cost leadership , marketing , and after-sales service is the key to seize these core elements , will be able to effectively address the current practical problems and grasp the future direction of development , put forward a constructive strategy development of ideas and frameworks . However , the formulation and implementation of the strategy is a complex and long-term survival and development of the company's plan must also be in the process of enterprise reform and development in a timely adjustment , and constantly improve . In this paper, on the basis of learning and reference the research of others innovative exploratory research results are as follows : 1 . Comprehensive and systematic in-depth market research of China 's elevator industry . 2 in the new situation SMEC select target markets and optimize the marketing mix strategy . 3 the first in the industry to propose the design of a CRM-based marketing strategy .

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