Analysis Of Otis Brand Marketing Strategy

With the rapid development of economy and continuous progress of science and technology, the height of the building is also rising. The next five to ten years, the human living space will be expected to reach kilometers above. Along with the urbanization, the elevator industry is in a rapid development in recent years. In 198O,the first foreign elevator enterprise was established as a joint venture factory in China. Since then, the foreign brands occupied nearly 70% Chinese market with their advanced technology, powerful network and brand marketing forcement. National brands is also increased their market in the process of imitation and learning. Domestic brands like Kang Li,Jia Jie and other private enterprises have gradually established their own brand marketing force. More than 500 national elevator manufacturing enterprises with an annual output of near 600000 elevators one year, and in 1984 the number is 10000 sets.However, with the expansion of the market and the changes in the macroeconomic environment, the number of elevator manufacturers increased rapidly, the competition of the brands became more and more fiercely.Otis Elevator Company was one of the first foreign manufacturers to set up a joint venture in Chinese Tianjin. Along with the fast development of China elevator industry, Otis Elevator Company is still the largest and the oldest and most professional elevator manufacturer in the world. But with the increasingly competition today, Otis’s market share decreased in recent years. To develop the brand marketing strategy in line with its own development, to achieve the core competitive advantage, OTIS needs to realize the problem of strategy. That is also the national brands’attention.In this paper, Otis brand marketing strategy is researched. Through the analysis of the Otis marketing environment, summarization of the Otis advantages and disadvantages, opportunities and challenges, I expect to clarify the Otis today’s marketing environment, and find the Otis product positioning. Then I give some suggests to the relevant analysis of Otis product innovation, price positioning, channel management, promotion policy, and hope to help.