E Elevator Company Marketing Channel Strategy Study

Since the1980s,foreign brand elevator enterprises entered Chinese market,makingelevator industry great developing. Now, with the development of China’s real estatemarket and the infrastructure construction, the elevator products demand is increasing.Facing enormous opportunities for development and the huge market of China elevator,on the one hand, foreign brands have constantly increased investment in China, furtherexpanding the scale, and changeing in marketing strategy to grab higher market share.On the other hand, national brands are in constant upgrading product technical method,reducing manufacture operating cost and learning foreign advanced managementexperiences. They prepare to use domestic dominance gradually to surpass foreignbrands. China’s elevator industry trends to be more competition.E elevator Co., LTD. is American Otis elevator’s investment in China, a whollyforeign owned subsidiary in Chinawith "EXPRESS" brand. Due to enter China elevatormarket camparing with other foreign brand is very short, it remains a marketdevelopment stage in marketing channels construction. The face of the fierce marketcompetition environment, E elevator needs to be market development trends timely andadjust the production of the enterprise strategy. On the other hand, it needs to set thesights on expanding quality and efficient marketing channel to fast control China’smarket.In this paper, the market situation of China elevator is discussed with market’sactual data and dynamic analysis of the elevator industry. Then the business status of Eelevator Co., LTD in China were introduced in detail and then use main SWOT theorymodel and marketing theory knowledge to analyze E elevator products in the market ofthe advantages and disadvantages, and study the enterprise development situation. Onthe basis of the theory of marketing channel, a comprehensive use of their work experience summarized E elevator marketing channel structure, currently use marketingchannel strategy to know the advantages and disadvantages, and reveals the existingproblems. And then the artile show the solution and protection systems for theseproblems. With this article, the writer hopes to help E elecvator to create a bettermarketing channel and make it more efficient. And also make benefitions to otherelevator companies in this market.