Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Study on Marketing Strategy of S Elevator Shenyang Branch

Author FuHuiYu
Tutor LiuYanChun
School Liaoning University
Course Business Administration
Keywords Market Segment strategy Market competition strategy Channel strategy Differentiation strategy
CLC F274
Type Master's thesis
Year 2012
Downloads 11
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After government making developing strategy of revitalizing northeast old industrial base, the northeast has become the central area for investigation by many real estate companies. As the window of northeast, the economy of Liaoning province will enter into rapid development stage, the elevator industry in Liaoning will also face rapid development.China has become the elevator manufacture center and the biggest elevator marketing in the world. The brand competition is tough now. The foreign-owned brands take up80%market share. The native brands are rising speedily, such as Shenyang Brilliant, Shenyang Sanyo, Jiang’nan Jiajie. With strong support from government, the native brands get more and more developing spare.Due to lack of total and effective marketing strategy, recent years, the booking amount for S elevator Shenyang branch is not good, which brings unprecedented challenge. Especially, for those key markets and major projects, Shenyang branch lost many chances to improve market share and brand recognition. Now, it is urgent for S elevator to adjust marketing strategy timely, making special marketing strategy and effective implement.As to this article, firstly, analysis marketing environment faced by S elevator. For outside environment analysis, use Port Five forces model to analyze Industry competitors, potential competitors, suppliers and buyers’ bargaining power, for the result, get the information of current Liaoning province elevator industry status.In addition, SWOT analysis tool is also used to analyze S elevator Shenyang branch organization structure, sales force, service force etc. inside environment to clarify advantage and disadvantage. Secondly, use market segment theory to analyze market information accumulated by Shenyang branch to ensure S elevator Shenyang branch target market.With regard to the analysis result, to ensure S elevator Shenyang branch market strategy, S elevator Shenyang branch will conduct market segment strategy, market competition strategy, channel strategy and differentiation strategy to improve market share in Liaoning province. And through a series guarantee methods to ensure effective implement.This article aims to provide guide and reference to S elevator Shenyang branch for making marketing strategy.

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