H Elevator Company Marketing Strategy Research

The elevator as vertical transport is closely related to people's life, it carries with social progress and people's pursuit of convenient life.With theaccelerating process of domestic urbanization, the volume of elevator is also continuousgrowing. By the end of 2015, the elevator ownership has reached 5 million units. China is genuine the world's largest elevator market. Facing such a large market scale, the elevator market competition is more intense. Foreign brand elevator still holds the core technology and occupies most of the domestic market share. Rising national enterprises are striving to occupy more market through technology innovation and price advantage.Fierce competition brings with opportunities and challenges, enterprisesmaking appropriate and reasonable marketing strategy to achieve the company's development goals is realistic significance of this paper.Through analyzing marketing status of the H Elevator itself, combined with using the STP theory,the market competition strategy, market development strategy and "4P" marketing strategy combinationand other related theory, this paper aims to find thehigh-and-mid-endmarket positioning of Elevator Company's, as well adopted different competitive strategy and smooth development strategy. Along with other security measures, the author develops a suitable four kind of marketing strategy with product, price, channel and promotion,in order to achieve the company's marketing goals.This paper proposes corresponding marketing strategy from the perspective of company's development and how to face competitive challenge for H Elevator Company. The author makes every effort to provide beneficial help in the marketing strategy of H Elevator Company. In the mean time, he expects this paper have a certain reference value for other companies'marketing strategy among the elevator industry.