Otis Elevator Tianjin Market Present Situation Analysis And Marketing Strategy Research

Otis was founded in 1853,which is a world's leading global elevator company.From the first elevator,the first escalator,to the present advanced traction steel belt,energy regeneration control system,Otis eagle service system etc,Otis has been committed to the development of new technology and new service system,leading the industry technology innovation.Although Otis has always been a leader in the industry,how to preempt the market has become a top priority for every elevator company as competition in the elevator market intensifies.How accurate market positioning,improve product competitiveness and exert the market competitive advantage of enterprises,conform to the enterprise development direction of marketing strategy,become the problem urgently to be solved in the enterprise.The purpose of this study is based on the research of the marketing mix theory,to explore the condition of Otis elevator company marketing strategy.At the same time,through the marketing strategy,so that the Otis elevator company can carry out service marketing concept in practice,improve product quality and service level in a substantial development.In this paper,the research contents include: the first part is the introduction of research background in this paper.Mainly introduced the research background,research significance of this paper,and then gives the main research method,finally gives the detailed research content and framework of the paper has carried on the sorting summary.The second part introduces the basic theory,and the relevant literature is reviewed.The third part is introduction and tianjin Otis elevator group market present situation.The fourth part is the elevator the tianjin market environment analysis,mainly includes three parts: the first is a PEST analysis,followed by analysis of porter five,the last is the SWOT analysis of the company.The fifth part is the marketing strategy analysis.Mainly includes six parts: the first,brand marketing,and second,the product innovation strategy,and third,product pricing strategy,fourth,sales channel analysis,the fifth,the promotion mode innovation,sixth,guarantee on the implementation of marketing strategy.