一面是国内市场日趋严峻的产能过剩的态势，据业内统计 2018 年剩余产能已高达 66 万多台，但是纵观与电梯业务发展息息相关的国内房地产欧亿·体育（中国）有限公司，近几年受调控政策的 影响，整个房地产欧亿·体育（中国）有限公司的业绩下滑成了普遍现象，电梯欧亿·体育（中国）有限公司却仍然持续的在扩大规模， 面对逐渐消失的国内大蛋糕，如何消化掉电梯欧亿·体育（中国）有限公司不断增长的产能呢，大家都把目标转 向了国际市场；同时中国政府大力倡导“一带一路”政策，中国正在更加积极开放的带 领着中国企业走向世界，国有性质的 GRI 电梯公司 2018 年也依据这一大趋势把海外业 务的快速发展列入了公司“十三五发展规划”；并且从近几年出口国家和地区的数据分 析，亚洲地区一直是中国电梯产品出口的主要市场，占据了 65%以上的市场份额，其中 东南亚市场表现尤为突出，尤其是对部分一带一路沿线国家出口增长明显。面对这些新 的机会和挑战，GRI 电梯公司急需通过制定新的营销策略有效发展海外重点市场业务。 本文以 GRI 电梯公司聚焦的东南亚重点市场为研究对象，通过对东南亚宏观环境、 欧亿·体育（中国）有限公司情况、竞争对手、市场需求以及企业内部环境等进行全面分析和研究，阐述了东南 亚市场的营销环境；同时，以 STP、4Ps 等相关市场营销理论作为指导制定适合 GRI 电 梯公司东南亚重点市场的营销策略，并提出实施的保障措施。 本文通过对 GRI 电梯公司东南亚重点市场营销策略进行研究，希望通过推行的新的 营销策略确保重点市场业绩的快速发展，从而也可以用于其他国际市场的营销指导，使 得 GRI 电梯公司不仅仅在东南亚重点市场也能在其他国家做出骄人的业绩，真正走上 GRI 电梯的国际化之路。 关键词，电梯欧亿·体育（中国）有限公司；东南亚重点市场；目标市场定位；营销策略II ABSTRACT On the one hand, the domestic elevator market is increasingly severe overcapacity. According to industry statistics, the remaining capacity in 2018 has reached more than 660,000 units，Throughout the domestic real estate industry, which is closely related to the development of the elevator business, in recent years, due to the influence of the vigorous regulation and control policies,the entire real estate industry's worse performance has become a common phenomenon. However, every enterprise in the elevator industry continues to expand in size. How to digest the growing capacity of the elevator industry in the face of the gradual disappearance of domestic demands of elevatorThe ANSWER is overseas market; Meanwhile promoted by the Belt and Road policy initiated by Chinese government, China is leading Chinese enterprises into the word more actively and openly, the state-owned GRI elevator has included the rapid development of overseas business in its 13th Five-Year Development Plan with the trend. Moreover, from Chinese customs' data analysis of exporting countries and regions in recent years, the Asian region has been the main market for China's elevator product exportation, accounting for more than 65% of the market share, of which the Southeast Asian market is particularly outstanding, especially for some countries along the Belt and Road. Meeting with the new opportunities and challenges, GRI elevator need urgently adapt positive and efficient marketing strategies to make its focus market expanded in both sales and scale. This dissertation takes the GRI elevator company's Southeast Asian market as the research object, and comprehensively analyzes the marketing environment of Southeast Asia market through the macro-economic environment, industry situation, competitors performance, market demands, and GRI inner-enterprise situation. Meanwhile, by the use of the related marketing theories of STP and 4Ps, formulate the suitable marketing strategy for GRI elevator company and raise the measures to guarantee and control the process. By the means of research on GRI elevator company's Southeast Asian market and new efficient strategies to accelerate markets' development, so that it can also be used as marketing guidance in other overseas markets, GRI will make impressive achievements besides Southeast Asian markets. And GRI should embark to be an internationalization enterprise. KEY WORDS: Elevator industry； Southeast Asian market; STP; marketing strategyIII 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 插图索引..................................................................................................................................VI 附表索引.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义............................................................................................................. 1 1.1.1 全球化趋势............................................................................................................... 1 1.1.2 GRI 电梯公司选择东南亚市场的必然性 ............................................................ 1 1.1.3 论文研究意义........................................................................................................... 3 1.2 文献综述......................................................................................................................... 3 1.2.1 市场营销理论的发展和创新.................................................................................. 3 1.2.2 国际营销基本理论.................................................................................................. 4 1.2.3 全球营销.................................................................................................................. 7 1.3 论文的研究内容............................................................................................................. 7 1.4 论文的研究思路和方法................................................................................................. 8 1.4.1 研究思路.................................................................................................................. 8 1.4.2 研究方法.................................................................................................................. 9 第二章 GRI 电梯公司国际营销的现状和问题分析............................................................11 2.1 GRI 电梯公司国际营销现状 ........................................................................................ 11 2.1.1 GRI 电梯公司简介 ................................................................................................. 11 2.1.2 GRI 电梯公司国际营销历程 ................................................................................. 11 2.1.3 GRI 电梯公司国际营销工作的成绩分析 ............................................................. 12 2.2 GRI 电梯公司国际营销存在的问题 ............................................................................ 14 2.2.1 目标市场选择的困惑............................................................................................ 14 2.2.2 产品策略问题........................................................................................................ 16 2.2.3 价格策略问题........................................................................................................ 17 2.2.4 渠道策略问题........................................................................................................ 19 2.2.5 推广策略问题........................................................................................................ 19IV 2.3 本章小结....................................................................................................................... 20 第三章 东南亚市场营销环境分析........................................................................................21 3.1 宏观环境分析............................................................................................................... 21 3.1.1 政治政策因素......................................................................................................... 21 3.1.2 经济因素..........................................