大连理工大学专业学位硕士学位论文
摘
要
近年来，受国际金融危机深度调整的持续影响，国内经济增速放缓，作为国民经济
重要组成部分的房地产欧亿·体育（中国）有限公司，在国家宏观和微观调控政策作用下，也呈现弱周期性。同
时，房地产欧亿·体育（中国）有限公司的格局也在发生变化，开发土地资源进一步向头部企业集中，房地产行
业内“抱团取暖”发展态势愈发明显，身为房地产上游欧亿·体育（中国）有限公司的电梯企业，面临重重挑战。
当前，电梯欧亿·体育（中国）有限公司竞争的全球化，国内电梯欧亿·体育（中国）有限公司产能过剩，原材料价格持续走高等因素，
导致了电梯市场竞争愈演愈烈。作为楼宇建筑中的配套交通工具，产品同质化现象也越
来越严重，在国内电梯市场中，通过产品差异化来确立企业的竞争优势已变得越来越困
难，随着头部客户的集中化，客户对电梯供应商的要求和选择也发生着改变，越来越多
的头部客户规模化定制和采购是目前电梯市场供需面的真实写照。通常，电梯企业把这
些房地产头部客户归类为公司的战略客户，如何提高企业自身综合竞争力，开发和获得
更多战略客户及业务，提高战略客户占比，维护和提升市场份额，是未来电梯欧亿·体育（中国）有限公司市场
竞争的方向，也是电梯企业需要研究解决的问题。
OE公司成立于上世纪 90年代末，历经多年发展，已成长为国内电梯欧亿·体育（中国）有限公司的主流品
牌，面对当下严峻的市场环境，OE公司在战略客户业务发展上存在诸多问题，本文通
过查阅相关欧亿·体育（中国）有限公司欧亿·体育（中国）有限公司及研究文献，运用相关理论知识，结合本人在 OE公司的工作经验，
对 OE公司战略客户的营销组织结构、业务运作现状和发展目标展开剖析。运用 PEST
工具分析 OE公司所处的外部环境，使用波特五力模型分析欧亿·体育（中国）有限公司竞争环境；同时对 OE
公司内部资源、战略客户营销能力和营销现状展开深入研究，客观评价 OE公司战略客
户营销策略存在的问题；基于 SWOT模型，匹配出适合 OE公司发展的战略方案，通过
运用 STP理论、4P理论，结合公司战略发展方向，制定出适合 OE公司的营销策略方
案；最后，从 OE公司战略客户营销组织建设、产品成本及利润控制、战略客户关系维
护管理等方面提出相应保障措施，确保营销策略能落地、可实施。
笔者希望通过对 OE公司战略客户营销策略的研究，有助于提升 OE公司战略客户
业务水平，增强 OE公司整体竞争优势。
关键词：战略客户；营销策略；竞争优势
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OE公司战略客户营销策略研究
Research on the Marketing Strategy of
Strategic customer of OE Company
Abstract
In recent years, under the continuous influence of the deep adjustment of the international
financial crisis, the domestic economic growth has slowed down. The real estate industry as an
important part of the national economy also presents weak periodicity under the control of the
national macro and micro regulatory policies. At the same time, the pattern of the real estate
industry is also changing. The development of land resources is further concentrated on the
head enterprises, and the development trend of "huddle for heating" in the industry is more
obvious. Elevator enterprise as upstream industry of real estate is facing challenges. At present,
the globalization of the elevator industry competition, overcapacity in the domestic elevator
industry and raw material prices sustained increasing cause the elevator market competition
fiercely. As building construction of form a complete set of transport, product homogeneity
phenomenon is more and more serious, establishment of competitive advantage of enterprises
through the product differentiation has become more and more difficult, and with the
centralization of head customers, customers' requirements and choices for elevator suppliers are
also changing. More and more head customers' large-scale customization and procurement is a
true portrayal of the supply and demand of the elevator market, Usually, elevator companies
classify these real estate head customers as strategic customers of the company, How to
improve enterprise competitiveness, develop and acquire more strategic customer business,
maintain and improve market share that is the future market competition direction of the
elevator industry, also needs to be researched and solved problem.
OE company was founded in the late 1990s, after years of development, OE company has
grown into a mainstream brand in the domestic elevator industry, In the current severe market
environment, OE company has many problems in the business development of strategic
customers This article is through consulting relevant industry information and research
literature, apply relevant theoretical knowledge, combined with my work experience in OE
company, make analysis of the Strategic customer marketing organizational structure, business
operating status and development objectives of OE company's strategic customer; use PEST
tool to analyze the external environment of OE company, use Porter’s five forces model to
analyze the industry competition environment. At the same time, conducting in-depth study on
the internal resources of OE company, the marketing ability of strategic customers and the
marketing status, objective evaluation of OE company's strategic customer marketing strategy
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大连理工大学专业学位硕士学位论文
problems, based on SWOT model, matching the development strategy of OE company,
Through the use of STP \4P theory, combined with the strategic development direction of the
OE company, the marketing strategy scheme suitable for OE company is developed. Finally,
from the OE strategic customer marketing organization construction, product cost and profit
control, strategic customer relationship maintenance management and other aspects of the
corresponding safeguard measures to ensure that the marketing strategy can be implemented.
The author hopes that through the study on OE strategic customer marketing strategy, It is
helpful to improve OE company's strategic customer business level and enhance OE company's
overall competitive advantage.
Key Words：Strategic customer; Marketing strategy; Competitive advantage
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