The Research Of Machine Room Elevator Product Line Optimization Of HELC.

This article has introduced the general situation of elevator and the domestic elevator market. Describe the characteristics of the industry and product classification and its future direction, and point out that the enterprise must increase market share of the machine-room elevator as much as possible to improve the whole performance. In view of this situation, analyses the machine-room elevator product line of HELC, and point out there are some problem in the product line such as model aging, lack of differentiation competitive advantage and so on, which made the enterprise has to face tremendous challenges from the two aspects of internal and external, external challenges include the transformation from seller's market to buyer's market, fierce market competition and the even-changing business environment, while the internal ones are principally concerned about the product's market positioning is not so clear and the product's marginal effect is too difference, and the costs to maintenance product line are too high. In general, the overall competitiveness of the product line needs to be improved.For solving above problems, the article introduces the general situation of elevator industry and the market in detail. Analyze the main competitive factor of the product line, the business environment and the main competitors. Summarize the opportunities and external threats of the product line. Describing the machine-room elevator product line's history in detail, and analyze product in terms of product life cycle, market positioning, products line stretching, market attractiveness and so on. Compare with the main competitive product. Summarize the strength and the weakness of product line, and find out the structural problem of it. Compare the main competitors with the key factors. Find out what the strength is of the original product line and which aspects need to be improved in business environment and internal resource.Summing up, proposes the product line optimization strategy, and point out that the company can optimize the original product line to improve the whole performance by product integration, product line upward and downward extensions. At the same time the company should be concern with rational allocation of productive resources, and reducing product's cannibalization effects. In brief, by blending theory and practice, this article constructs a solution to optimize the machine-room elevator products line of HELC on the perspective of Product Line Optimization.