Research On SMEC's Marketing Strategy In Shenzhen

In the past 40 years of reform and opening up,China's economy has achieved rapid development.Driven by the urbanization process and the development of the real estate industry,elevator enterprises have shown explosive growth.China has become the world's largest elevator production and consumption market.The rise of domestic elevator companies and the introduction of advanced elevator technology and capital from abroad have made the competition between industries increasingly intensified.As a window of China's reform and opening up and an economically developed region,Shenzhen has a strong demand for elevator consumption,and the competition in the elevator market is also fiercer.For elevator companies,how to implement effective marketing strategies and compete for the Shenzhen market has been Become the most concerned issue for elevator companies.As a famous elevator manufacturer in China,SMEC has a history of 40 years and is one of the top 500 machinery manufacturing and foreign-invested enterprises in China.In recent years,under the intensified competition in the elevator industry,SMEC has also been subject to competitive pressure from the market.This is particularly the case in the Shenzhen region,where sales are decreasing,market share is shrinking,and market development is stagnating.How to actively develop its own advantages,implement effective marketing strategies,and compete for the Shenzhen regional market in response to market changes has become the most pressing issue for SMEC.This paper conducts SMEC company's marketing strategy research in Shenzhen area,and uses literature data method,case analysis method,market research and interviews to analyze SMEC's marketing in Shenzhen area,and proposes targeted marketing for existing problems.Strategy to promote the development of SMEC's business in Shenzhen.Firstly,it expounds the relevant theories of marketing,including STP theory,customer purchasing behavior theory,and 4P to 4C theory,which lays a theoretical foundation for the research.Secondly,it introduces the basic marketing situation of SMEC company and analyzes the marketing environment in Shenzhen.Including the external macro environment,the internal competitive environment of the industry,and using SWOT analysis method to identify the advantages and disadvantages of SMEC's Shenzhen marketing and the threats and opportunities;then analyze the problems of SMEC's marketing strategy in Shenzhen,and point out the product strategy and price respectively.The problems of strategy,channel strategy and promotion strategy are analyzed,and the reasons for the problems are analyzed one by one.The SWOT analysis and STP analysis of SMEC show that the company mainly has advantages in customer resources and service quality,but there are also marketing strategies.Contradictions with implementation,contradictions between internal innovation and development of marketing,and difficulties in following up with sales growth,facing huge market opportunities and opportunities for brand influence,but also facing competition within the industry.Potential competition and purchasers,Threats of the supplier's bargaining power,SMEC companies should choose high-end,high-end oriented,while actively developing low-end market of the elevator market as a target market.Finally,based on the STP analysis,the SMEC company's Shenzhen regional marketing strategy is optimized,and the effects before and after the implementation are compared and analyzed.In terms of marketing strategy,SMEC should implement targeted product strategies,price strategies,channel strategies,promotion and promotion strategies,customer-centric strategies,and enhance convenience and communication strategies in accordance with 4P to 4C theory.Marketing organization management,formulating marketing strategy planning;focusing on marketing industry innovation,continuously expanding marketing channels;strengthening marketing professionals training,creating professional marketing teams;establishing excellent corporate culture,serving enterprise brand building and other safeguards.This paper studies the combination of the country's macro-control of real estate to bring about the intensified competition of elevator enterprises.The SMEC company,which is representative in the elevator industry,and the Shenzhen area,which is representative of the elevator market,take SWOT,PEST,Marketing theory tools such as STP analyze the marketing status of SMEC in Shenzhen,and propose a targeted marketing strategy,which has reference value for SMEC's marketing in Shenzhen and other companies in specific regions.The research believes that SMEC Elevator Company has the long history and brand value as the earliest elevator enterprise in China.The marketing in Shenzhen area still has unscientific market positioning,unclear target market,lack of senior marketing professionals,and under the Internet model.If the propaganda is lagging behind,we must identify the advantages and disadvantages of the company and the development opportunities,and take the initiative to develop targeted marketing measures.The innovation of this paper is that,combined with the country's macro-regulation of real estate,the competition environment of elevator enterprises is intensified.The SMEC company,which is representative in the elevator industry,and the Shenzhen area,which is representative of the elevator market,are used as examples.SWOT,PEST,STP and other marketing theory tools analyze the marketing status of SMEC in Shenzhen,and propose a targeted marketing strategy,which has reference value for SMEC's marketing in Shenzhen and other companies in specific regions.