Research On The IPD Methodology And Market Segmentation Methodology In Elevator Product Development

Since 1980, the multi-national elevator enterprises'surging into Chinese market, has given rise to the development of elevator business in Chin. With the growing of real estate market, the demand for elevators is growing at the same time. Faced with this great opportunity, foreign elevator brands in China continue to increase their investment, enlarge their produce and adjust their strategies to enhance their market share. With market economy developing quickly and technology progressing, competition among elevator enterprises will be normalcy.This article describes the situation of the Chinese elevator industry and OTIS use the market segment method to analyze the potential market and use the IPD mode to develop new products. Chinese local elevator companies should establish high effective competition increase technology, reduce production cost, and implement effective marketing strategies. Chinese local elevator companies can get few experiences from OTIS case.