| China’s elevator market has entered a more rational period after more than 40 years of rapid development.At present,there are more than 700 elevator factories in China,and the elevator ownership is 7,097,500 units.As the elevator product innovation lack of momentum,the key technology and raw material prices transparent degree is higher and higher,and the Chinese brand in the low margin of the market continuously,make the compete on price intensified,the development of the elevator industry faces unprecedented difficulties,this has forced company must break through the present situation,change thought,explore new profit growth point.This research is based on the literature review,4P and 4V marketing theory as the basis,through by using of PEST and SWOT analysis to analyze the marketing environment of TK elevator northwest,and its current product strategies,pricing strategies,and channels analyze the situations and problems of strategies and sales promotion strategies and summarize and finalize the causes of the problems.Through the analysis of GE matrix,the four different product series in northwest region of TK elevator are mainly positioned as the upper-end market and moderately expand the low-margin market.In terms of pricing strategy,it should enhance the flexibility of pricing and solve the problem of high price by reducing costs.We should expand and give full focus on the operational potential of channel distributors and release their resource advantages on strategy.For the promotion strategy,accurate analysis should be carried out on information of key accounts and strategic customers,and long-term tracking and dynamic management of customer satisfaction should be carried out.To assure the effective execution of the optimization design,the research proposes specific recommendations on the safeguard measures from three aspects of guarantees on organization,personnel,and customer management,to promote the steady progress of the optimization design. |
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