| With the continuous conduction of reformation and open to the outside world, China elevator industry has got very fast development. On the one hand, the major elevator companies all of the world have entered China market by setting up companies through the ways of Wholly-owned, Joint-venture and Cooperation; on the other hand, China state-owned elevator companies have been growing like bamboo shoots after a spring rain in the last 20 years; and the competition is becoming stronger and stronger in China elevator market. With the continuous fast development of China economy and entering WTO, recognition on environment is improved continuously in each industry. Based on the traditional purchasing method by only focusing on elevator basic functions, China elevator customers have put the environment on the important position in steps. So, it is a pressing task for China elevator enterprises to meet market needs and customer's continuous growing demands, and remain invincible in the tough market competition as well. MonoSpace( machine room-less elevator developed by Finland KONE Elevator Corporation is introduced in the paper as an example, and the future development of China elevator enterprise environment marketing is studied in particular from theories and practice. The objective of studying the example is to discover the trend of future development of China elevator enterprise environment marketing by better combining China elevator enterprise situation, and put forward the marketing strategy, so that China elevator industry's development is promoted in right direction and the requirement of social sustainable development can be met. The first part of the paper, introduces the situation of China elevator enterprise environment marketing, problems be facing and pressure from international circumstances. Chian elevator enterprises should actively meet the strong market competition, globalized economy and opportunities & changes under WTO. The second part of the paper emphasises particularly on customer needs, advertisement, marketing channel and public polices, and studies the measures of international elevator enterprises used in the environment marketing activities. China elevator enterprises could refer to the overseas elevator enterprises' experiences in selective way, so that they can develop market and improve efficiency for themselves in the process of environment marketing. Based on the example, the MonoSpace( machine room-less elevator developed by Finland KONE Elevator Corporation is introduced in the paper and discovers the importance of product tactic in the environment marketing. Enterprises win the market and customers through the way of researching and developing hi-tech & hi-quality differential products, so as to meet customer's requirements on environment, and promote social sustainable development. The third part of the paper, studies the detailed countermeasures of China elevator enterprise environment marketing by using 4Ps integrated tactic. China elevator enterprises should do the research and development on "Green Elevator" which meets environment and customer needs on the basis of market in subsection, and meet customers' requirements and convince customers from technology and quality; so that not only meet customers' requirements, but also win the market share in the tough competition, and further promote social sustainable development. The fourth part of the paper, from the view of frame of China elevator enterprise environment marketing strategy, puts forward two strategic options for China elevator enterprise environment marketing, e.g., specialized strategy and alliance strategy; and recommend the alliance strategy of environment marketing in priority to China elevator enterprises by using SWOT method for analysis. The last part of the paper, studies three methods of alliance strategy of China elevator enterprise environment marketing: the alliance between elevator enterprise and the enterprise in front or at back -- lengthways alliance, the allian... |
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