Study On The Shandong Marketing Strategy Of Mitsubishi Elevator Co.,LTD

With the rapid development of our country’s economy and accelerating of urbanization process, the elevator market scale is growing fast with the real estate industry. It is an opportunity to the elevator enterprises in China. However, large inflows of foreign advanced elevator technology and capital, contributed to the elevator industry competitive strength.With both opportunities and challenges,the real estate control strategy gradually inhibited the development of the real estate industry, further aggravated the competition dynamics in the elevator industry.This paper, taking Shanghai Mitsubishi Elevator as the research object under the big background of the real estate control, uses SWOT analysis, market research and case analysis methods to research the marketing status and competitors of the Mitsubishi elevator in Shandong; then put forward the marketing strategy, so as to guarantee the market share of Mitsubishi elevator in Shandong area and constantly improve the competitiveness. The main research content is as follows:First of all, through the theoretical research, master the current situation of the development of China’s elevator industry as well as the opportunities and challenges;Then using the combination of market research and case research method, study on the Mitsubishi elevator in the Shandong market development present situation, grasp the marketing environment and the related situation of main competitors; Further more, using the SWOT analysis, study the advantages and disadvantages of Mitsubishi elevator; Finally segment the market by using the theory of STP,establish the theoretical system on aspects such as the strategy of product and price, the sales and distribution, on the basis of the position and selection of the target market.