Research On Shandong Regional Marketing Strategy Of S Elevator Company

With the development of China’s national economy,the demand for improving the quality of life and living conditions has also increased.More and more elevator houses and villa products have entered people’s lives.The product studied in this article is the elevator product of S Company,and its target customer group is mainly high-end office buildings,hotels,residential buildings,offices,villa areas,and other customer groups.Compared to other regions,the market competition in Shandong is the most intense,and maintaining a leading position in the industry,increasing market share,and expanding brand awareness are the focus of many elevator manufacturers.In the severe market situation,the theme of this study is what marketing strategies companies should adopt to break through the limitations of objective factors,enhance brand competitiveness,and enhance brand reputation,in order to achieve key victories.Based on the relevant theories of marketing management,this paper analyzes the economic,policy,social,technical and other factors in Shandong,combines the development situation of the elevator industry and the advantages and disadvantages of S Elevator Company,finds the market marketing mix strategy suitable for S Elevator in Shandong,so as to help S Company achieve further growth in market sales.This article combines the author’s long-term sales and business activities in the Shandong region of S Company with market research,and collects and analyzes a large amount of data.Firstly,the company’s own corporate background,elevator product line,and user group were analyzed.Based on the market situation in Shandong region and the problems encountered in the marketing process,the underlying reasons were identified.Secondly,the marketing environment of S Company’s elevator in Shandong Province was analyzed from both macro and micro perspectives,and a SWOT analysis was conducted on S Elevator itself.Finally,market segmentation,target setting and positioning of the elevator industry are carried out,marketing mix strategies are formulated based on the 4Ps theory,and security suggestions are provided for the implementation of marketing strategies.This article aims to further enhance S Company’ s market competitiveness,help it better meet market demand,and enhance the brand value of the elevator company by studying and analyzing its marketing activities in Shandong area.