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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
Quote: 2
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Abstract


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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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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