Research On Development Strategy Of Express Company

Elevator industry has experienced150years of development，and China hasbecome the world’s largest elevator market. Recently with the expanding of China’s realestate industry，Urbanization，Government Infrastructure Construction，EXPRESS asa number of elevator enterprises grew rapidly. However，the elevator marketingcompetition is fierce， and elevator Co. are facing many problems. There areopportunities and challenges. A new situation will come soon.EXPRESS Co. can make a change on previous strategic according to the research.Firstly，this thesis analyses the macro environment，elevator marketing and Expressinternal environment. Secondly，use Potter’s Five Forces Model and SWOT analysismethod. To explore Express Advantages，Disadvantages，Opportunities and Threats.EXPRESS’ previous low cost strategy is not fit for elevator marketing at present.However，it’s time to change to differentiation strategy. Only in this way，we can meetEXPRESS develop plan in2013.Express whole strategy is that Express Elevator will bethe most preferred manufacturer in the residential market by2015.In order to achieve this enterprise strategy, we can execute from ProductDifferentiation，Brand differentiation，Service Differentiation Marketing Differentiationand give detail solutions accordingly.We believe there is a prosperous performance inExpress in near future.