Research On Marketing Strategy Optimization Of TECH Elevator Company

Elevator industry as a more mature manufacturing industry,with the development of real estate and infrastructure industry elevator to achieve rapid development in China.At present,the competition in the elevator industry is very fierce,and because of the changes in the demand market,small and medium-sized elevator manufacturing enterprises are facing very severe pressure of survival and development.At present,the marketing strategy of most small and medium-sized elevator enterprises is not targeted,simple measures,leading to the lack of competitiveness of enterprises,sales scale is difficult to expand and other long-term problems.This Paper is taking TECH Elevator Company as the research object,this paper mainly studies the problems existing in its marketing strategy,analyzes its sales data,industry environment,purchase decision factors and customer perceived satisfaction,and optimizes its marketing strategy in a targeted way.In this paper,through a variety of research methods,first of all,the company’s macro environment PEST analysis,qualitative analysis of the industry competitive environment,combined with the actual situation of STP and SWOT analysis;Secondly combining the theory of marketing 4P,4C marketing theory and the theory of customer perceived value,adopting analytic hierarchy process(AHP),questionnaire,mathematical statistics analysis and other analysis methods,from the multiple dimensions of TECH elevator company’s survival situation,the problems existing in the target market positioning,the company marketing strategy has carried on the comprehensive analysis,found the target market is not clear,product homogeneity,lack of targeted services,brand awareness is not high,single sales channels and other marketing problems.According to the analysis,it is found that the marketing strategy of TECH company is not clear enough,and the marketing strategy of product and service differentiation should be adopted for the new target market.According to the analytic hierarchy process,it is found that the main factors of marketing elevator purchase decision are safety,quality and configuration.According to the results of mathematical analysis of the questionnaire data,it is found that the five dimensions of product price,product quality,product service,brand value and green value are positively correlated.The influence of gender and family income on perceived value does not have obvious difference,and the groups with different purchase purpose have obvious difference.In this paper according to the comprehensive analysis and put forward the targeted solutions,first of all,by adjusting the marketing strategy,to keep company’s advantage in quality and configuration at the same time,adjust the company organizational structure are put forward for TECH elevator company,from product design,service system,method of publicity,brand building,and many other dimensions proposed the optimization of the overall marketing strategy,Finally,the methods of each dimension are integrated and optimized.