摘要
摘要
随着旧楼改造的兴起，电梯企业迎来了新一轮的发展机会，电梯改造业务将
逐渐成为其主营业务。从整体产业来看，电梯企业均积极布局于改造市场，希望
在改造业务上取得更多的市场份额，改造业务对企业的可持续发展有较大的影响。
应对改造市场的快速增长，当前电梯部件行业对于电梯改造市场的营销策略并不
清晰，无法匹配市场的需求。因此制定合理有效的营销策略，对于电梯部件企业
开发电梯改造市场是非常紧迫和必要的。
本文以 W电梯（苏州）有限公司为研究对象，深度分析其在改造市场营销
策略存在的主要问题并提出优化建议。首先通过行业和内部数据及客户调查对营
销策略现状剖析，发现其主要问题为：企业对改造市场投入资源不够，而改造市
场竞争比新梯更为激烈，同时存在产品缺失、价格超高、渠道单一、客户认可度
低的问题；其次运用 PEST宏观环境分析，对其面临的政治、经济、科技、文化
环境进行分析；最后运用 STP理论对电梯改造市场进行细分，目标市场选择及
定位，从企业规模及区域方面选择目标市场为大型电梯制造厂，大型代理商，及
重点城市电梯改造公司。据此提出了 W电梯（苏州）有限公司的营销策略组合
建议：（1）根据市场需求开发各层次的产品及多产品方案；（2）定价方案贴合
市场的定价策略，按照使用场景定义价格方案，建立以市场为导向的定价策略；
（3）增加代理商及网络销售渠道、加强有效性的促销和广告宣传扩大品牌影响
力；（4）建立客户关系管理系统。此外，本文从资源、政策、客户管理、运营等
方面提出实施保障方案。
本文研究不仅为 W电梯（苏州）有限公司开发改造市场提供营销策略的优
化方案建议，而且针对电梯部件企业的改造业务发展方向具有一定的参考价值和
借鉴意义。
关键词：W电梯（苏州）有限公司；电梯改造；营销策略优化；4Ps
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Abstract
Abstract
With the rise of old building modernization, bring development opportunities to
elevator enterprises, elevator modernization will become the main business of
enterprises. Elevator enterprises are actively layout, hoping to obtain more market
share in the modernization business, the modernization business has a greater impact
on the sustainable development of enterprises. Respond to the rapid growth of the
remodeling market. The current marketing strategy of the elevator components industry
for the elevator modernization market is not clear, which is difficult to match the needs
of the market. Therefore, to better meet the market demand and develop reasonable
and effective marketing strategy, for elevator parts enterprises is very urgent and has
great significance.
This paper takes W Elevator (Suzhou) Co., Ltd. as the research object, uses data
analysis method and customer survey method to deeply analyze the main problems
existing in its marketing strategy modernization and puts forward optimization
suggestions. First of all, through industry and internal data analysis and customer
survey to analyze the current situation of marketing strategy, found that its main
problems are company's business focus is on the new installation, not enough attention
to the transformation of the market, and the transformation of the market competition
is more intense than the new ladder, there are lack of products, ultra-high price, single
channel, low customer recognition. Secondly, the macro environment analysis of PEST
is used to analyze the political, economic, scientific, and technological, cultural
environment. Finally, the STP theory is used to subdivide the elevator modernization
market, select, and position the target market, and select the target market from the
enterprise scale and region as large elevator manufacturers, large agents, and elevator
modernization companies in key cities. Suggestions on the combination of marketing
strategies for W elevator (Suzhou) co., LTD are put forward :(1) develop products at all
levels according to market demand and position in multi-product schemes; (2) Pricing
strategies in line with the market, and pricing schemes are defined according to usage
scenarios; (3) Increase agents and online sales channels, strengthen effective promotion
and advertising to expand brand influence; (4) Establish customer relationship
management system. And from the resources, policies, customer management,
operation, and other aspects of the implementation of the guarantee scheme.
This study not only provides marketing strategy optimization proposals for W
Elevator (Suzhou) Co., LTD., but also provides references for elevator component
enterprises in the direction of business development.
China's elevator market has been in a state of rapid growth since 2000 and has
begun to slow down in recent years. With the rise of old building modernization, bring
development opportunities to elevator enterprises, elevator modernization will become
the main business of enterprises. Elevator enterprises are actively layout, hoping to
obtain more market share in the modernization business, the modernization business
has a greater impact on the sustainable development of enterprises. W Elevator
IV

Abstract
(Suzhou) Co., LTD., as the leading enterprise of spare parts, has achieved far lower
sales performance than expected. Therefore, it is of great significance to transform the
rapid increase of market share to ensure the sustainable development of enterprises.
Based on W elevator (Suzhou) co., LTD as the research object, through the
industry information and enterprise data survey, in-depth study business reason for the
poor, and apply the STP and 4Ps marketing mix, customer relationship management,
and other related marketing theory knowledge, provide effective marketing strategy for
its development and n business optimization Suggestions and measures.
Firstly, this paper analyzes the industry background and marketing
strategy. Secondly, from the macro environment, microenvironment and other aspects,
the current situation of its facing analysis; Finally, the elevator modernization market is
subdivided, target market selection and positioning. Put forward marketing strategy
optimization suggestions in terms of multi-product plan, price strategy close to the
market, increasing agents and network sales channels, strengthening effective publicity,
etc. And from the resources, policies, customer management, operation and other
aspects of the implementation of the guarantee scheme.
This study not only provides marketing strategy optimization proposals for W
Elevator (Suzhou) Co., LTD., but also provides references for elevator component
enterprises in the direction of business development.
Keywords:
W
Company, Elevator
Modernization;
Marketing
strategy
Optimization; 4Ps
V
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