Marketing Strategy Research Of Schindler Elevator Shenyang Branch

With the further development of China’s economy,accelerating urbanization and real estate industries,elevator market demand will continue to increase.According to the China Elevator Association statistics,as of the end of 2014,the country has been in an elevator with more than one million units.Throughout Chinese elevator market and the pattern of demand for elevators large areas are mainly concentrated in the big cities and coastal open cities,as well as the metropolitan real estate market becoming saturated urban construction,making large-scale real estate developers in turn eyeing China the second-tier and third-tier cities.Development of real estate market in the elevator industry brought prosperity,while the Bureau of the elevator market more competitive,of course,but also to the Schindler Elevator Co.,Ltd.in the growing Chinese market has provided an opportunity to grow.In combination with marketing theory and methods of marketing problems Schindler Shenyang branch of research.First,the article combining PEST analysis and Porter’s five forces mode and the use of analytical tool,the Schindler Elevator Shenyang Branch of inside industry and outside situation is facing competitive environment analysis,to identify opportunities Schindler Shenyang branch faced threats and they have advantages and disadvantages;on this basis,the article on the use of STP target market theory Schindler Shenyang Branch of subdivision,in order to determine the market position,and then use 4P theory,from the price,product,place and promotion,etc.the specific marketing Schindler Elevator Shenyang branch optimization.Finally,the article presents proposed Schindler Shenyang branch marketing strategy from a marketing team building and management,system security services building and the cultural construction of three specific safeguards.Schindler Elevator Company through internal analysis and product characteristics and market environment analysis as a foundation for the Schindler Elevator Company to provide reference to enhance the competitiveness of the brand Shenyang regional markets,develop appropriate marketing strategies,and ultimately expand market share,enhance brand competitive goals.