A Marketing Strategy Research On GRI Elevator Company’s Southeast Asian Key Markets

On the one hand,the domestic elevator market is increasingly severe overcapacity.According to industry statistics,the remaining capacity in 2018 has reached more than 660,000 units,Throughout the domestic real estate industry,which is closely related to the development of the elevator business,in recent years,due to the influence of the vigorous regulation and control policies,the entire real estate industry’s worse performance has become a common phenomenon.However,every enterprise in the elevator industry continues to expand in size.How to digest the growing capacity of the elevator industry in the face of the gradual disappearance of domestic demands of elevator? The ANSWER is overseas market;Meanwhile promoted by the Belt and Road policy initiated by Chinese government,China is leading Chinese enterprises into the word more actively and openly,the state-owned GRI elevator has included the rapid development of overseas business in its 13 th Five-Year Development Plan with the trend.Moreover,from Chinese customs’ data analysis of exporting countries and regions in recent years,the Asian region has been the main market for China’s elevator product exportation,accounting for more than 65% of the market share,of which the Southeast Asian market is particularly outstanding,especially for some countries along the Belt and Road.Meeting with the new opportunities and challenges,GRI elevator need urgently adapt positive and efficient marketing strategies to make its focus market expanded in both sales and scale.This dissertation takes the GRI elevator company’s Southeast Asian market as the research object,and comprehensively analyzes the marketing environment of Southeast Asia market through the macro-economic environment,industry situation,competitors performance,market demands,and GRI inner-enterprise situation.Meanwhile,by the use of the related marketing theories of STP and 4Ps,formulate the suitable marketing strategy for GRI elevator company and raise the measures to guarantee and control the process.By the means of research on GRI elevator company’s Southeast Asian market and new efficient strategies to accelerate markets’ development,so that it can also be used as marketing guidance in other overseas markets,GRI will make impressive achievements besides Southeast Asian markets.And GRI should embark to be an internationalization enterprise.