Research On International Marketing Strategy Of M Elevator Company

In the21st century, the economic globalization process is getting more and faster. The world economy has become one part. International cooperation in trade, finance, service and other fields are getting more and more closely. Economic globalization has brought huge opportunity and challenge to Chinese enterprises. If the company wants to explore the overseas market, participating in international market competition has become an inevitable choice.M Elevator Company is one of four OTIS Elevator Companies in China, established in Dalian in1997. It achieved a great surprising results in Beijing, Indonesia, Korea after more than ten years’effort. Now M Elevator Company has become one of biggest elevator and escalator manufacturers in Northern China. It doesn’t only have International standard product but also accumulate lots of outstanding management theories. However, M elevator company like other big companies has to face series of questions such as higher price%obscure goal of product、lack of brand recognition、no independent marketing channel、lack of investment on marketing propagation etc. in the progress of development. How to analyze and recognize present marketing situation and make future development plan in the new marketing environment and set up a unique international marketing strategy in order to maintain a sustainable growth has become a serious topic for M Elevator company.This article is based on International marketing theory. Through analyzing outside condition of M Elevator Company and SWOT analysis of internal environment, M Elevator Company will find out the advantages and disadvantages so that it will find a series of solution. By applying with4P marketing tools, M Elevator Company will try to discover more suitable marketing strategies to meet marketing requirement. Through knowing political power and policy of foreign country, educating new employee, setting up management system for customer relationship, M Elevator will ensure to implement International marketing strategy according to present situation of M Elevator company smoothly.