Customer's Sale Strategy Research Of The TK Company

China's national economy has been developing rapidly over the past 30 years,so the elevator industry has also ushered in the golden opportunity,and fierce competition has been launched among elevator brands home and abroad.However,as influenced by recession of the global economic market,the elevator market situation is unoptimistic.Therefore,how to achieve marketing goals through appropriate marketing strategies is the tough question which all elevator manufacturers are facing.We study the marketing mix strategy of TK Company which is practical and significant in this paper.First,the STP theory,4P theory,Service marketing and CRM as theoretical support of this paper.Secondly,the current macro environment of elevator market is analyzed in detail with these theories,then I made comparative analysis of the competitors.Through previous analysis,we find out the marketing problems of TK Company:first,lacking of large real estate clients,TK Company haven't specific department to maintain.Secondly,with increasing investment of the government customer project,Enterprises should grasp the market opportunity,adjusting the strategy to enhance the cooperation with government customers.Lastly,Reasonable distribution of company sources for different customer to determine the marketing strategy of small project customer.From Chapter 5,the paper is focused on different marketing strategies for the three types of customers.The main innovative part of my paper is the customer segmentation of elevator industry in terms of the market type,so as to make market positioning accurately and put forward the particular marketing strategy according to different characteristics of different customer.It is practical and significant for increasing the market share,enhancing the core competitiveness and improving brand awareness.