Research On The Competitive Strategy Of SMEC Elevator’s

There are annual production of600000units in Chinese elevator market in2013, it become the largest elevator market in the world. Since2000, the elevator production volume are growing up continually every year with the large-scale constructing of the real estate and infrastructure. At the same time, there are more than3million units of the using elevator in China, China has become the largest using elevator market in world.In the high-speed growth of the elevator market, the scale of the Chinese elevator market are more than120billion yuan a year.In the face of such a huge market scale, so the elevator market competition is fierce. Each brand elevator at home and abroad are competing in the all cities, which cause the market order confusion, the price war, the vicious competition situation. Most of domestic enterprises are lack of core technology of the elevator and Financial strength.Coupled with customers are lack of professional knowledge, brand awareness and value the functional requirements, also the situation led to the chaos of market competition.In this context, how can the elevator enterprises stand out from the crowd from the chaos competition and grasp the core competitiveness? They must obtain a high competitive advantage through the analysis of the competitive forces, and then establish its own strategic direction on the strategic choice, is an important topic worth researching.This article combine theory with practice, use the Porter’s five competitive forces model and nine factors of value chain model analysis on SMEC elevator market competition situation, match analysis with one by one of SMEC competition environment by contrasting Porter’s three competitive strategy, then draw the SMEC elevator market development goals and should take the competition strategy——effective differentiation strategy. Finally, this article put forward the specific countermeasures on how to implement effective differentiation development strategy.This paper argues that SMEC elevator market is facing fierce market competition situation, especially the customer and existing competitors for SMEC are a greater threat. Faced with such fierce competition, SMEC should be taken to increase the deepening of market level, to maintain a leading position in the scientific research level, improve service contents and levels, and create the competitive advantage through industry chain and customer value, to ensure that competitive position of SMEC in the industry and promote the core competencies of the SMEC.