The Service Marketing Strategy Research Of Otis Electric Elevator

Over the past 10 years,the elevator industry has greatly developed.The Chinese market has become the world's largest elevator market.At the same time,with the development of China's urbanization process in the future,annual lift sales will still maintain a high level of development,the market for elevator after-sales service also faces opportunities and challenges.Otis electric(OE)is the member of Otis Elevator Company,which is the one of the largest elevator manufacturers in the world over centuries' history.Meanwhile,it has 20 years' development in china.With the formation of the service market,the company's service strategy in the Chinese market needs to be strengthened,and the service sales needs to be enhanced.How to make a breakthrough in an intense,immature market is the top priority of enterprise in the future development of Chinese market.This paper is based on the application of service marketing theory in elevator service industry,and analyze it with PEST,SWOT,Competitors,and 5Cs marketing system.According to my working experience in elevator industry for more than 10 years,I analyze OE's service marketing comprehensively.Focused on the problems in service marketing and the positioning of market target,and based on marketing 4C theory and service marketing 7Ps combinatorial theory,to give suggestion for the development of OE's service marketing.The paper also gives further discussion about managing in the regulating service process,strengthening the supervision of service process,improving service operation,completing marketing structure and service team personnel training,allocating resources rationally and optimizing service product and incentive system.Furthermore,I give some suggestion in finding new ways out of service marketing actively by taking advantage of digital revolution in OE's service area.I hope that OE can grab the opportunities,gain a firm foothold,maintain the brand image,and promote customer satisfaction in the elevator service market.Thus,the healthy development of the new lift is continuously promoted.At the same time,through the study of this paper,I hope it can give some reference to the elevator manufacturers on formulating policies and strategies in after-sales service marketing area.And maybe it can jointly promote the manufacturer's after-sales responsibilities,so that they can get the lost elevators back to provide safe and reliable services for the general population.