Study On Marketing Strategy Optimization Of XJ Elevator Company

The acceleration and improvement of industrialization and urbanization in China have promoted the development of the elevator market.Elevators have been widely popularized in various fields such as residential,commercial supermarkets,office buildings,and public buildings,penetrating into every industry.The elevator market share has exceeded 100 billion yuan,attracting leading enterprises such as Otis,Mitsubishi,and Hitachi to enter the market,and further enhancing the fierce competition in the elevator market,Therefore,elevator companies need to optimize and enhance their marketing strategies in order to enhance their core competitiveness and seize market share.Firstly,this thesis analyzes the basic situation of XJ Elevator Company,summarizes the current situation of its marketing revenue in the past five years,and expounds the marketing strategy of XJ Elevator Company from four aspects: product,price,channel and promotion.Secondly,this thesis uses PEST method to analyze the macro marketing environment that XJ Elevator Company is facing.China’s support policy for the development of the elevator industry is very strong,the rapid economic development and the change of social concepts also promote the market growth,and the elevator R&D and production technology also improve the product life cycle and quality.Using Porter’s five forces model to analyze the competitive environment,we find that XJ Elevator Company is facing very fierce competition,and customers’ bargaining power is enhanced,The rising cost of raw materials and research and development has brought great pressure to elevator companies.Thirdly,based on the questionnaire survey method,this thesis analyzes the customer satisfaction of XJ Elevator Company and finds that the customer satisfaction is low.Based on the survey results,the existing problems and reasons are analyzed.The elevator product differentiation is relatively weak,the construction of marketing promotion channels lags behind,the product price competitiveness is not strong,the promotion activities cannot meet the market demand,and the relationship marketing ability is weak.XJ Elevator Company uses STP theory for market segmentation,target market selection and market positioning,and combines 4Ps theory to optimize elevator products,prices,channels and promotion strategies.XJ Elevator Company strengthened the research and development and design of elevator products,designed differentiated elevator products to meet the diversified customization needs of customers.Based on market competition,XJ Elevator Co.,Ltd.has improved product price flexibility and actively responded to and reduced elevator purchase costs.XJ Elevator also needs to actively strengthen the construction of offline direct marketing channels,improve the construction of online social marketing channels such as the network,and improve the convenience of customers to purchase elevators.XJ Elevator Co.,Ltd.improves the after-sales service ability of elevator purchase,actively improves the promotion service level of customers,and further improves the company’s market competitiveness.