A Study On The Marketing Strategy Of Lift Retrofitting Business By P Company

With the steady improvement of people’s living standard,how to improve the living environment of the silver-haired group has become an important issue at present.At present,China’s population structure is accelerating aging,and the post-60 s and post-70 s,as the first generation of wealth creation in China,have stepped into the silver-haired group.This group with sufficient wealth accumulation and strong consumption ability is leading China into the era of comprehensive development of silver-haired economy.In the general environment of government support for the aging transformation of old neighborhoods,the retrofitting elevator industry will usher in the dawn of the blue ocean consumer market of the "silver-haired group".From government promotion to enterprise participation,from pilot exploration to full-scale rollout,the whole country has set off a boom of retrofitting elevators.However,there are problems in coordination,communication,supervision and management in the process of retrofitting elevators in existing residences,which in a way restricts the development of the retrofitting industry.If elevator companies want to maintain their advantage,market share and growth rate in the retrofit industry,they need to make the expansion of the retrofitting market as their own development strategy to reach the back end and thus promote the multi-faceted development of the elevator business.The purpose of this paper is to explore the marketing strategy of the existing residential retrofitting elevator market.By applying theoretical analysis methods such as PESTEL,Porter’s five forces model and SWOT,this paper analyzes the external and internal environment of Company P and the current marketing status of the company,clarifies the strengths and weaknesses of the company itself by analyzing the opportunities and threats in the industry,and summarizes the problems that arise in the marketing of Company P in the elevator retrofitting business.This paper uses SWOT cross matrix and Ansoff matrix to strategically position and deploy marketing strategies for Company P.It proposes a marketing strategy to transform from a single elevator sales business to "service & elevator brand" and continuously improve pre-sales,in-sales and after-sales services for elevator retrofitting customers,and puts forward relevant recommendations on the safeguards of the marketing strategy.