Research On The Marketing Strategy Of BS Elevator Company

In recent years,with the rapid development of China’s economy,urbanization has also accelerated,and the number of high-rise buildings has been increasing,driving the rapid growth of the elevator industry.As of September 2022,there were 13,453 major enterprises in China’s elevator industry,including 6,715 surviving enterprises.In the future,the development of the elevator industry will still have broad prospects under the influence of the government’s policy of promoting stability and the construction of urbanization,which also further intensifies the competition among elevator companies.BS Elevator Company was established and experienced the development bonus period of the industry,and got rapid development and growth,and has a certain influence in the industry.However,the same transformation of economic development has now caught it off guard and the marketing of its products has fallen into a bottleneck,so it must develop a set of reasonable and practical marketing strategies to occupy more market share and profits in order to be invincible in the market competition.The thesis BS Elevator Company is taken as the research object,and the 4P theory and STP theory are used as the basis,and the literature research method and field research are used comprehensively to explore the marketing strategy of this enterprise in order to further optimize and improve it.After analyzing the basic situation and internal environment of BS Elevator Company,we analyze the macro environment and industry environment of the elevator market using PEST analysis and Porter’s five forces model method,and analyze the strengths and weaknesses as well as the opportunities and threats encountered in the market competition using SWOT analysis;then,we analyze the current situation and problems of the marketing of elevator products of BS Elevator Company based on the 4P theory,and point out the current problems of the marketing of elevator products of BS Elevator Company.Then,based on the 4P theory,we analyze the current marketing situation and problems of BS Elevator Company’s elevator products,and point out that the current problems of BS Elevator Company’s elevator product marketing include: lack of market competitiveness,unreasonable price positioning,insufficient marketing channels,and inflexible promotion methods.On the basis of the previous paper,the market segmentation,target market selection and market positioning are carried out by STP theory,and finally determined to focus on the middle and high-end market,and located in the "quasi first-line brand".Then,through the 4P marketing combination strategy,we increase the width and depth of product lines and focus on after-sales value-added services in terms of products,set reasonable product prices in terms of price strategy,provide differentiated pricing strategies for the middle and high-end market,and enhance the advantages of product cost performance,expand the coverage of direct sales stores,fully open online sales channels,and fully utilize relationship channels in terms of promotion,focus on activities In terms of promotion,we focus on activities and personnel promotion and make full use of Internet media promotion.