Study On Marketing Strategy Of XM Elevator

XM Elevator Co., Ltd. is a wholly-owned subsidiary company of OT Elevator, which is committed to become the most respected provider of upgrading equipment solutions and the leader of excellent service, is the manufacturer and service trader of elevator, escalators, automatic sidewalks and other vertical transit system in the world. In recent years, the development of real estate industry has entered a slow stage in China. As the important supporting industry of real estate industry, elevator industry is suffering a direct impact. Now the market is generally showing a slow growth state. On the other hand, the elevator industry's industrial structure is changing now and the elevator enterprises'development trend is thought-provoking.First, the paper starts from the analysis of enterprise's external environment, respectively from the political environment, economic environment, social environment and technical environment of four different angles to describe the elevator industry macro environment. We see that the real estate industry and its related industries are playing important roles in China's economic growth and although a number of macroeconomic data show that the development of the elevator industry is increasing slowly, China's 2015 two sessions'policy support to the real estate industry suggests a great potential development of the elevator industry. At the same time, by the analysis of elevator industry environment based on Porter's five forces model, it shows us the fierce market competition and the elevator manufacturing enterprises are extending from manufacturing to service area. Then, the paper analyzes the internal environment of the enterprise to find some problems and shortages of the enterprise, and analyzes the advantages, disadvantages, opportunities and threats of the enterprise by using the SWOT analysis method. At last, with the status of the enterprise, relating theory with practice, the paper proposes the marketing strategy adjustment proposals from four aspects of product, price, channel and promotion, and also proposes the security measures of implementation on building enterprise culture, improving the marketing incentive policy, leaning enterprise process, carrying out strategic cooperation etc., so as to provide some references for the marketing strategies of the sustainable development of XM elevator and other elevator companies.