Research On Marketing Strategy Of Kone Elevator In China

Elevator is an indispensable type of vertical transportation in modern life.In urban life,whether it is carrying people or carrying goods,elevators are needed to transport between floors.It highlights the pursuit and life of urban civilization.The desire for simplicity.China's accelerating urbanization process has accelerated the production of elevators and expanded the scale of sales.Intense competition came into being under the huge market scale.As foreign elevator brands still master the top key technologies,a large proportion of the market in China is still held by foreign capital,and rising national enterprises are constantly exploring how to use technological innovation and lower prices.Foreign-funded enterprises compete for China's domestic market share.In this context,this paper is devoted to studying how the modern company will adopt a way to make the company have a broader development space and good prospects.In connection with the reality and basic theory,this paper first analyzes the current situation and promotion plan of KONE Elevator and its company,and then combines the theoretical tools related to the content of this article,such as classic theory STP,market competition and development strategy,“4P” strategy,etc.In the two directions of differentiation and stability,looking f or the marketing plan and development plan of KONE elevator company under the positioning of middle and high-end market,it constitutes four marketing planning programs,such as products,prices,channels and promotions,combined with KONE elevators.The necessary conditions in the real business process,through other side help to make the company's marketing objectives can become a reality in the end.The specific content is: based on functional requirements,performance requirements and product price ba sis,the market is divided into three levels of high,medium and low market,focusing on the high-end market,and taking the development of substantive products,form products and extension products,based on The project creates a product strategy for the combined product;formulates a price strategy based on product cost,market conditions and consumer psychology;establishes a channel strategy for direct sales and distribution;adopts a sales promotion strategy of on-site sales,counter marketing,conference promotion and related promotion.In addition,KONE will also develop measures to optimize the organizational structure,shape the corporate culture,establish a customer relationship management system,and strengthen team building to ensure that the original purpose can be developed and realized in the course of work according to the plan.According to the current situation of the enterprise and the information on the market share,the KONE elevator company has developed a marketing strategy that is in line with the development logic,prompting it to reach the company's initial plan as soon as possible,and for other elevator companies.Development provides guidance and case studies.