Researchona Company’s Marketing Strategy In China Market

Since reform and opening up, China’s economy keep sustained and rapid development, especially during the period from2001to2008, and China’s real estate industry kept high-speed development for eight years, which drove related industries, including elevator to increase at the annual growth rate of about30%. With the increase of China’s ageing population and the improvement of urban infrastructure, the market’s demand for elevators is huge. Therefore, confronted with enormous development opportunities and huge market space, foreign brand elevator companies entered Chinese market, thus making the competition in Chinese elevator market more and more intense.There are many problems to be solved for all elevator enterprises, for example, how to carry out accurate market positioning, to improve product competitiveness and to give full play to the advantages of enterprises’market competition and to make marketing strategy in line with enterprises’ development direction.The research results of this thesis not only has certain theoretical guidance and practical significance to the formulation of A enterprise’s marketing strategies, but also provide some reference and reference value to other elevator production enterprises that want to formulate marketing strategies.This thesis research on the development situation of A foreign elevator company in Chinese elevator market. First, I make analysis of China’s elevator industry environment, both external environment and internal environment, carry out comprehensive analysis of existing problems and clearly point out the competitive advantages of A company. Second, with SWOT analysis method, it is concluded that A enterprise have strengths and weaknesses in Chinese elevator market competition, and faces opportunities and threats. I make further analysis of the current consumerdemand and marketing status quo in China’s elevator market. Based on the STP marketing strategy theory, I put forward marketing strategy and the relevant control measures according to A company’s market segmentation, target market selection and market positioning. Finally, this paper introduces marketing channel andthe existing problems of A company, comes up with corresponding countermeasures and helps A company more effectively implementingits marketing channel strategy, so as to improve A company’s profitability and core competitiveness. To make the best marketing strategy to help enterprises to establish the brand strategic benefits, according to the product characteristic and the enterprise resource. Research and formulate product strategy, price strategy, channel strategy and promotion strategy. The survival and development of enterprises must rely on good marketing mode, change the corresponding strategy, make its development direction and the changing marketing environment, grasp the business planning and strategy development company, find out the factors influencing its development in China market. For the problems existing in the marketing strategies of A enterprise, I put forward some reasonable suggestions and improvement measures. A enterprise should continuously optimize target marketing channels and improve the science and technology innovation of products. It should strengthen the management of enterprise brand and product service. It should formulate products’pricing and promotion strategies and further develop public relations, thus effectively solving the problems that exist in the marketing channels.