Marketing Strategy And Tactics Research Of KONE Elevator Shandong Regional Market

With the fast development of China's marketing economy, the elevators industry is also developing. China has been the biggest market of elevator, meanwhile, the competition among the domestic and foreign big brand Elevators is vigorus. Accelerating process of urbanization and the rapid development of the real estate industry, and urban rail transport, airports, shopping malls and other urban construction investment increased, the Elevator Market is becoming saturated in some big city just like Beijing and Shanghai. Jinan and some other second-tiers city in Shandong Region ushered in the elevator during the blowout sale.KONE is a professional elevator with century-old manufacturer which is established In Finland the year 1910.KONE successfully launched in 1996 and started the elevator without machine room into Chinese market, and it is also one of the three global elevator suppliers. KONE has been innovative services and solutions, high quality products and global operational excellence known. KONE also is known by production of high quality, high reliability of elevator and the latest technology using in the products and meet the requirements of the Chinese market. However, due to enter the Chinese market, especially in Shandong market relatively late, KONE brand competitiveness and market share in Shandong regional market needs to be improved. With the in-depth study o the macroeconomic environment of Shandong regional market, the competition within the industry and market trends, based on the combinations of KONE Elevator Company and the product features and advantages of the regional market operation in Shandong summary and analysis of the status quo, we point out that the KONE elevator in Shandong regional market positioning and the main target market competitors. And we also proposed the establishment of the regional market for the competitive environment of Shandong marketing strategy to improve the KONE Brand Competitiveness and the Market Share.The essay researches into the macro-economy circumstance, the competition state and the development trend of the Shandong regional market capacity in-depth, combined the successful marketing experience, based on the real situation, then put forward the marketing strategy which should be suit for the Shandong regional market in order to improve the occupational rate and reverse the passive phase of KONE. The essay analyses the macroeconomic developing character and trend in Shandong regional, the market capacity of elevator industry, the trend of consumer purchasing psychology, character and the relation between the real estate and elevator industry. Then, concludes the advantages, disadvantages, the chances and the threat of KONE Elevator, to make sure the Shandong region market's advantages of the target market. Finally, the essay puts forward the corresponding market strategy, concrete methods and the relevant controlling measure for KONE Elevator Co, Ltd.The essay aims at guiding and consulting the marketing strategy of KONE Elevator Shandong region, and I also hopes the research could guide my future work.