Study On Marketing Strategy Of T Elevator Company In Jiangxi Market

Since the reform and opening up,China economy has developed rapidly.At the same time,people’s requirements for the quality of life have also been continuously improved.Coupled with factors such as an aging population,my country’s elevator industry has maintained a rapid development trend in recent years.In 2021,my country’s elevator output amount is 1.545 million units,and the elevator ownership amount is 8.447 million units,which has made China become the world’s largest elevator production and consumption market.T brand elevator entered China in 1995,whose business includes new elevator installation,renovation and maintenance.With the continuous expansion of business,three production bases have been established in China,and the company has more than 10,000 employees.As an internationally renowned elevator brand,T brand elevator has won a good reputation in China’s elevator market with advanced production technology and high-quality services.However,due to the national macro policy control,the growth rate of China’s real estate market has slowed down,which has led to the slowdown in the development of China’s elevator industry to a certain extent.While the external environment of the market is changing,the T brand elevator itself is also changing.In August 2020,the equity of T brand elevator company underwent maj or changes.The elevator business was separated from the group,and the corporate trademark was updated to re-enter the elevator market as a single enterprise.After shareholder replacement and trademark update,T brand elevator is under heavy pressure,which not only includes the level of recognition of the new T brand elevator trademark by partners and customers,but also the objective pressure brought by the increasing concentration in the upstream real estate market and the ongoing price war in the elevator industry.Facing various pressure,if the T brand elevator wants to continue to expand market coverage,increase market share,improve performance indicators,and keep the company in a state of benign and sustainable development,it is necessary to formulate a marketing strategy suitable for the development of the enterprise,based on the external macro environment and internal resources of the enterprise.This paper takes the current marketing situation of T brand elevator in Jiangxi as the research object,analyzes the macro and industry competition environment of T brand elevator Jiangxi market through PEST model and Porter’s five forces model,and analyzes the positioning strategy,pricing strategy,marketing channel strategy and promotion strategy of T brand elevator in Jiangxi market by combining 4P theory to find out its existing problems.T brand should re-determine the target market by sorting out its products and optimize the existing marketing strategy by enriching product lines,adopting different pricing strategies,strengthening marketing and enriching promotion methods.At the same time,in order to ensure the smooth implementation of various optimization measures,T brand Elevator Jiangxi Branch would also formulate safeguard measures in terms of sales staff team building,establishment of system and corporate culture of Jiangxi branch.