摘要
目前我国正朝着两个一百年的奋斗目标大踏步迈进，工业化和城镇化水平不
断提高。随着全面建成小康社会目标的逐步达成，城镇化水平稳步推进，大量农
村人口转为城镇人口，必将带动城市住宅、商厦的发展和车站、机场等基础设施
建设，这都为电梯行业提供了发展空间。此外国家对中小企业金融扶持力度持续
加大，有效促进形成“大众创业、万众创新”的良好局面，一些列政策的出台为中
小企业发展提供了有利的金融环境。延边地区也跟随时代步伐，积极推进城市化
建设，房屋住宅、商业地产以及医疗、车站等公共场所的基础设施投入力度持续
增大，给电梯行业带来良好市场前景。机遇总是与挑战并存，电梯行业也存在激
烈竞争，而且由于不同层次的电梯厂商、经销商参与竞争，电梯困人、伤人事件
多次发生，极大牵动着人们的神经，引发高度关注。电梯的质量检验和日常维保
养护显得尤为重要和迫切，一定程度上加速了市场的优胜劣汰

延边天禹电梯销售安装有限公司（以下简称延边天禹公司），作为延边地区
一家起步较早的电梯经销商，进过十多年的发展，虽然在市场占有率方面有一定
优势，但是随着时代发展，消费者需求不断提升，在营销策略选择与运用上急需
改进提升。近几年延边天禹公司的经营业绩逐步下滑，更是摆在公司领导者面前
的一个刻不容缓的难题

本文以延边天禹公司营销策略为研究对象，通过有针对性的市场调研，结合
SWOT 分析法，分析了企业存在的优势、劣势、机会和威胁，据此确定了公司总
的发展战略，在此基础上运用市场营销相关理论，制定了具体可行的包括产品、
价格、渠道、促销在内的 4P 营销组合策略，并提出相应保障措施。以期挖掘出
并解决公司目前市场营销方面存在的问题，找到一系列合公司发展壮大的对策，
帮助公司树立品牌形象，提升产品和服务质量，获得消费者认可和信赖，最终提
高公司市场占有率，提升营业利润。同时对同类公司也能起到良好借鉴意义，从
而达到优化市场环境的效果

关键词：营销策略；SWOT 分析；市场营销组合；工业品III
Abstract
At present our country is moving in two goals striding ahead of the one hundred,
industrialization and urbanization level enhances unceasingly.Thirteenth five-year
development plan pointed out: the economy growth rapidly. On the basis of
improving balance, inclusive, sustainable development, gross domestic product (GDP)
and urban and rural residents per capita income by 2020 double than in 2010... fusion
to further improve the development level of industrialization and information,
industry towards the high-end level, speed up the development of advanced
manufacturing... census register population urbanization rate increase. General
improvement in people&39;s living standard and quality. With the goal to build a well-
off society in an all-round way, gradually steadily push forward the urbanization level,
a large number of rural population turn into urban population, will promote the
development of urban residential, shopping malls and railway stations, airports and
other infrastructure construction, all of this provides development space for the
elevator industry. In addition to national financial support to small and medium
enterprises continue to increase, effectively promote to form a good situation of
public entrepreneurship, peoples innovation, a series of policy for the development
of small and medium-sized enterprises to provide a favorable financial environment.
Yanbian area also followed the pace of times, actively push forward the urbanization
construction, housing residential, commercial real estate and medical, stations, public
infrastructure investment continues to increase, bring good market prospect in
elevator industry.
With the constantly emerging of the high-rise building, the elevator is closely
connected with people&39;s life, its safety, reliability, is directly related to the personal
safety, especially in recent years, elevator tiring, hurt, or even roll people incident
occur frequently,greatly affects people&39;s nerves, causing high attention. Quality
inspection and daily maintenance of the lift maintenance is particularly important and
urgent, to accelerate the market evolution to some extent.So the technology level of
elevator company, the professional quality of personnel, installation and maintenance
ability will become the major indexes of a company&39;s fate, substandard quality
technology companies will eliminated by the society.
Taking yanbian Tian yu company marketing strategy as the research object,
through targeted market research, combined with the method of SWOT, analyzes the
enterprise existing strengths, weaknesses, opportunities and threats, on the basis of
determining the company overall development strategy, on the basis of using the
marketing related theory, made a concrete 4p marketing mix strategy,including
product, price, channel, promotion, and put forward the corresponding security
measures. In order to dig out and solve the problems existing in current marketingIV
company, find some column fits company&39;s development countermeasure, help the
company sets up the brand image, improving the quality of products and services, get
recognition and trust of consumers, eventually improve the company market share and
increase operating profit. At the same time can also play a good reference for similar
company, thus to achieve the effect of optimizing market environment.
Key words: Marketing strategy；Swot the marketing mix；Industrial products
marketingV
目 录
摘要 .........II
Abstract......III
第 1 章 绪 论 ........1
1.1 研究背景....1
1.2 研究意义....1
1.2.1 理论意义.....1
1.2.2 现实意义.....2
1.3 国内外研究现状....2
1.3.1 国外研究现状.........2
1.3.2 国内研究现状.........4
1.4 研究内容及研究方法........6
1.4.1 研究内容.....6
1.4.2 研究方法.....6
1.5 研究创新点7
第 2 章 相关理论概述 ........8
2.1 4P 市场营销组合策略 .......8
2.1.1 产品策略.....8
2.1.2 价格策略.....9
2.1.3 渠道策略.....9
2.1.4 促销策略.....9
2.2 工业品营销特点..10
2.2.1 产品方面的特点...10
2.2.2 价格方面的特点...10
2.2.3 渠
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