Marketing Strategy Study On The Huantong Elevator Company

With the rapid development of modern technology and growth of economy,the hight of buildings are also rising. As the only tools for transportation in high buildings today,elevators play an important role in peoples' daily life. As a natural result, the growth of economy lays the foundation for the booming elevators industry. The production of elevators in 2006 production totaled 16, 8000, a 25% rise of 2005. In fact, China has now become the biggest markets for elevators in the world. On the other hand,nearly all the international elevators are assessable in Chinese market now. Compared to the crowded elevators suppliers, Chinese consuming market is too small, and thus causing a close competition among producers and proposing rather high demands on their qualifications.As a small and medium-sized enterprise, Huantong Elevator Company is urged to make a reasonable marketing strategyso as to survive and expand in the close competition.Focusing on the features of elevators industries, on the basis of thorough study of Huantong Elevator Company, the thesis analyzes the outer and inner environment of the company, in order to find out the strengths and weaknesses of Huantong in business competition. With a good understanding of relevant national policies and regulations, the author tries to make a marketing goal and marketing strategy for differentiation and focus by creating a set of comprehensive strategies of "product strategy, price strategy, channel strategy and promotion strategy", so as to establish a well-organized market system.The marketing theories in this thesis is based on practical business-management, renewing the conception of marketing strategies. It also gives compliment advices relevant to the current situation of the company, which guides and partially determines the future development of the company.