Kone Lift Marketing Strategy Research In Shandong Area

Since reform and opening-up, the economy of our country is developed fast continuously, the urban construction is accelerated, real estate investment strengthens gradually, the demand for lift is larger and larger. Our country has more than 1,300 million people, the per person of lift usage is 1/3 of the average of the world, it is 1/10 of the developed countries, the markets of lift of our country are still far from saturating. With the coming of the Olympic Games, the prospect and tendency of the industry of the lift are changing quietly with the demand of the market. The paces of the urban construction in Shandong go straight in the forefront as leading province of economy in China, Shandong is the key investment province for realtors and lift manufactories, that brings a fast increasing market opportunity. The output of trans-corporation exceeds 80% in the manufacturing enterprise of the lift currently, a dozen large-scale foreign investment companies such as KONE (Finnish), OTIS (America), SCHINDLER (Switzerland), Thyssen (Germany), Mitsubishi, Hitachi, Toshiba (Japan) are more than 70% in domestic market share, the market competition between those large brand lifts is becoming fiercer.KONE lift company whose General headquarter locates in Finland is one of biggest suppliers of lift and escalator, entered Chinese market in 1996, KONE Qingdao Branch was set up in 2001 and is responsible for sales and service in Shandong area, during the past 8 years, KONE has already become the leading lift company in Shandong market. There are not only standard internationalization products, but also a distinctive, remarkable management idea and method in long-term management practice in KONE company, how to analyze and know the present market situation and future development objectively and scientifically under the environment of new market, set up and make the unique marketing strategy for KONE, realize sustainable development and keep the competition advantage, have already become an important subject that KONE company and even the whole Chinese lift industry have faced. Based on marketing study and marketing strategy, use SWOT tool to analyze current market environment of KONE life in this thesis, through the analysis of lift market demand and KONE lift current sale situation in Shandong, make the market subdivision, define the market goal and localization by combining Shandong regional lift competition situation, put forward marketing strategy and concrete implementing method and relevant control measures that KONE lift should be taken in the area of Shandong.Lift marketing research of strategy is still at the starting stage in China now, most manufacturers get deeply stuck in the mire of the price war, this thesis will strengthen the brands to distinguish, insight customer's demand, found and subdivide the market, break the industrial pattern, promote enterprise's position, mould marketing idea, make strategic alliance and form a worth consulting strategic plan to the whole trade through following the unity of standard;. Meanwhile, this thesis is also my long term marketing practice operation and marketing management activities theory summarizing. Hope that I can propagate the advanced management ideas and successful experience of KONE company and provide the reference for the lift Colleagues, while promoting my management level through the study on KONE case.