Study On The Marketing Strategy Of KONE Elevator

Elevator carried the progress of the society and people’s pursuit of convenient life, as a kind of vertical transportation, has become indispensable to modern civilization. At a staggering rate, the elevator industry development in our country has become the world elevator manufacturing center, more than70%of the world’s elevator manufacturing in our country, more than60%of the elevator in our country. The huge market demand for the elevator industry development in our country created the superior development environment, also for kone elevator provides rare development opportunities continue to grow stronger. However, in our country still has a lot of well-known brand of power frequency, such as mitsubishi, schindler, audi, etc., kone elevator market share and the brand still exist some gaps. Leave the internal and external environment, enterprise survival and development must be based on the enterprise internal environment and external environment, scientific choice of enterprise marketing strategy, make the enterprise products to meet the market demand.In this paper, the comprehensive elaborated the marketing strategy, market segmentation, target market, market positioning, potter five model, the SWOT analysis method, based on relevant theories, such as kone elevator, we deeply analyzed the marketing environment, including the use of the analysis of macro environment, PEST method using the baud five model to analyze the industry environment and internal environment analysis of kone elevator; Again, the kone elevator marketing present situation and has carried on the SWOT analysis, mainly analysis the marketing situation of kone elevator, probe into its environment facing threats, strengths, weaknesses, opportunities, environment, using the SWOT method to kone elevator for competitive strategy analysis; Finally, in the marketing strategy of kone elevator to kone elevator after the market segmentation, target market selection, market positioning, put forward the kone elevator in the aspect of product, price, distribution, promotion strategy, and marketing strategy implementation safeguard advice is given.Paper reliable data source, study content close close to the practice of kone elevator enterprise business starting from the current situation and problems of enterprise, on the basis of the theory of system and perfect marketing analysis system research, demonstrates the research results to promote the kone elevator market competition ability, improve business performance, undoubtedly have important practical research significance and reference value in practical application...