Study On The Marketing Strategy Of GiantKONE Elevator Co., LTD

With the development of China’s economy, the elevator industry is developing very fast. Accompanied with the investment of overseas-funded enterprises, the gap betwen native elevator enterprises and overseas-funded enterprises in technologies, equipments, and operations is obvious. When there isn’t a large difference in production technologies and equipments, the marketing strategies are crutial to elevator enterprises.This report introduced marketing theories, background of elevator industry and competitive situation. Then this report did Giant Kone elevator’s SWOT analysis. It set out product strategy, price strategy, channel strategy, and promotion strategy of Giant Kone, and presented marketing safeguard of Giant Kone, in order to promote the marketing activities of Giant Kone.