Research On The Middle East Marketing Strategy For FU JISINO Elevators

Along with the rapid economic development in earlier past years,nowadays the lift market in China have been boomed and expanded dramatically to a scale of more than 150 billion RMB annually.At the same time,there were a large number of joint-venture,state-owned,private lift companies that grew dramatically and created an increasingly competitive market in China.In 2014,the total output of lift in China was up to 714,000 units,growing by 11.3% compared with 2013,and among of this there were 640,000 units for domestic,74000 units for export which growing by 9.0%compared with 2013.Currently,due to lack of core technologies and capital for most of domestic lift companies,customer's preference to famous brands and lower pricing while the growth of China's economy slowed down,medium-sized and small lift companies have to brutally compete for the marketing share on price only under the huge pressure from the major companies.Under this circumstances,to survive and stand out from the hard market situation without any advantages geographically and on material cost,Fuji Sino Elevators Co.,Ltd.have chosen the export business as our main development direction based on its own conditions.This thesis,which combined the theory with the reality,is dedicated to research the overseas marketing strategy of Fuji Sino Elevators Co.,Ltd.by using the Middle East market as example.First of all,it introduced the development and research status at home and abroad of international marketing theory;Secondly,it analysed the market situation of Middle East;Thirdly,it analysed the status of company's products in the international market in many directions and emphasized on the specific analysis of Mid-east market by adopting SWOT method and Porter's five forces model;Lastly,it specifically presented a practical Mid-east marketing program,including brand strategy,differentiation strategy,service strategy and localization strategy,and also the specific measures to implement andguarantee this program.This thesis is significant to the company's overseas marketing strategy both theoretically and practically.