Research On Marketing Strategy Of Multinational Enterprise T Elevator Company In China

In recent years,with the acceleration of urbanization in China,the demand for elevators in the domestic market has developed rapidly,and many foreign-owned elevator brand companies have come to China to invest and build factories.The competition in the elevator market is becoming more and more fierce,while domestic elevators The market has gradually formed a dual situation of foreign multinational elevator brand companies and domestic elevator brand companies,and foreign multinational elevator brand companies have gained a large market share in China's elevator market by virtue of their technological advantages and brand influence.However,due to the different domestic and international market environment and the fierce competition of major foreign brands for the Chinese elevator market,how to obtain a larger market share is the primary problem facing all foreign multinational elevator brand companies.Therefore,the use of marketing-related theories and marketing strategy tools to point the direction of the marketing strategy of foreign multinational elevator brand companies in the Chinese market has profound practical significance.This paper will take T-Elevator Company,a multinational enterprise among the eight brands in the domestic elevator industry,as the research object.Firstly,it analyzes and combs the relevant theories of marketing and international marketing,and provides a theoretical basis for the research of this paper.The company's development history and current situation,as well as the current problems in China's marketing,explain the comprehensive use of marketing-related theories,through the Porter Five Force model,PEST model,SWOT tools to analyze the marketing environment of T-Elevator Company,Thereby providing a corresponding marketing strategy for the marketing of T-Elevator Company.Provide four marketing strategies: product innovation,brand marketing,marketing channel,corporate culture and management,and provide specific recommendations and safeguards for the implementation of these four marketing strategies.