Research On Brand Strategy Of Hangzhou S10Elevator Company

Into the21st century, with the vigorous development of real estate industry and the speeding up of urbanization in China, the market and business chance of all related industry like elevator has expanded fast, but for our native elevator enterprises, low started point, short brand history, not clear positioning, and all system are outdated, then the elevator market in China is occupied by several foreign brands. Nowadays, many native brands are looking for the chance to compete the market share of foreign brand.Hangzhou SIO is one of the representative native elevator enterprises. Just like most of native elevator enterprises, SIO expose much inherent shortage in brand constructing and product innovating sufficiently, especially SIO could not break through the bottleneck of imitated brand after the enterprise scale has reached a certain level.Base on the current situation of Hangzhou SIO, the article refer to a great of materials and theories of brand, took interview and market investigation to verify the information, used SWOT, case analyzing and other ways to research, analyzed the current brand strategy of Hangzhou SIO in detail, then provide the improvement measures and some reasonable advice specially for the brand strategic from developing point, in order to be the useful references for the brand promotion of Hangzhou SIO and other companies in the elevator field.The article concluded that there was a crisis in the development of Hangzhou SIO, but SIO has some characteristic and strengths, if the brand strategy can be innovated scientifically and effectively, then the company make the strategic layout and plan reasonably, Hangzhou SIO should break through the bottleneck and get greater development.