Development Optimization Research For Dutch Company W In Chinese Elevators Industry

Over the last 10 years(2006-2015),Chinese elevator industry was developed quickly and steadily by support from the government for real estate development,which the number of annual output is from 300,000 units to nearly 900,000 units.China has become the largest elevator manufacturing country in the world.As Industry 4.0 proposed in Germany and Strategy ’Made in China 2025’ issued in China,every elevator manufactures company considered using automatic metal flexible production line instead of the old mode ’Manual production’ after economic recession in the second half of 2015 and real estate malaise in China.Especially in recent years,the accidents related elevators occurred many times.So,the quality and safety for elevator production should be considered.Recently,the choice of imported machines is relatively small while domestic machines are not stable and availability of these machines is not high in Chinese market.However,it give opportunities for some small and medium size of foreign enterprises to enter into Chinese market.Therefore,these machines can meet the needs of elevator production.Based on that,a new topic how these companies of Europe and the United States keep the foothold in China was raised.In this paper,by taking advantage of brand marketing strategy such as brand positioning,market research and analysis,integration both internal and external resources to optimize the marketing expansion for Dutch company W in Chinese elevator industry.And With fierce competition in the elevator market,Company W can win a place in automatic metal production lines to getting relative profits and ensure core competence of company W.Meanwhile,the all kinds of collected data in the survey will be analyzed through using the tools named SWOT and ’R’ analysis software.Of course,during this period,the theories of brand repositioning,differential marketing and core competence will be applied for the Netherlands W company in metal production lines in Chinese elevator market in order to put forward the problems and difficulties.Finally,the optimization of market development strategy focused on service sales&marketing and integrated product/technology innovation,price fixing and methods of sales will be proposed.By means of cases research and analysis,it will provide the references to help the company development in the future.