Fast Elevator CD Branch Company Maintenance Market Service Marketing Strategy Research

With the daily expansion of urban areas at present,cities have begun,due to limitation of land,to develop vertically into the space.As science and technology advance,elevators have become an indispensable vertical means of transport for modern multi-storey and high-rising buildings.There are nearly 4 million elevators operating all over China every day.The enormous market brings opportunities to the maintenance business of elevator industry.In the meantime,enterprises are also confronted with tremendous challenges.As a result,it becomes a necessary choice for elevator companies to maximize their benefits and win quality customers that the marketing level concerning maintenance business of elevator companies should be enhanced by making use of marketing theories to direct their business in the foregoing business field.The study of the present thesis targets mainly at the maintenance market business of Express Elevator CD Branch(EECB)by employing the marketing theories in the practice of elevator maintenance business marketing.The thesis objectively analyzes the current development conditions and trends of elevators.Based on the analysis,the thesis sums up the problems existing in the maintenance business marketing of EECB according to its competitive environment and internal and external marketing environments as well the macro and micro environments that EECB faces.Moreover,SWOT analyzing model is adopted to analyze the company's opportunities,threats,strengths and weaknesses,which leads to the creation of the marketing strategies.Marketing must be built on the basis of customer segmentation.For this reason,the thesis,in accordance with the BCG Matrix analysis technique,segments the existing customers as per their profit contributions and credit levels,hence working out corresponding marketing strategies.Finally,the thesis summarizes the corresponding policies and measures.In terms of suggestions for implementation,the author,according to the market features of express elevators and the company 's own strengths,sums up seven aspects of implementing differential marketing strategies as follows:product strategy,pricing strategy,place strategy,promoting strategy,personnel strategy,tangible displaying strategy,and process strategy.Furthermore,the marketing risks and the measures for controlling and preventing the risks related to maintenance business are also summarized.What's more,only when the information system construction has been improved,real-time database of customers updated timely,customer relationship management(CRM)information system built,and dynamic customer management based on business life span implemented,can the marketing strategies be carried out effectively.By analyzing the marketing environment of EECB,the thesis further specifies and segments the target market of elevator maintenance and then puts forward corresponding market mix strategies and suggestions for implementing the policies.It is of certain realistic meaning and practicality.It aims to provide referential guidance for the maintenance business of EECB.In addition,its findings can also be used for reference to some extent for the future development of other elevator enterprises.