Research On The Competitive Strategy Of Otis Elevator Co.,LTD

With the reform and opening brought by the development of market economy and the 12 th five-year plan to speed up the urbanization process,the real estate industry in the rapid rise in our country,the related peripheral industry also developed rapidly,the lift as the city high-rise buildings and large infrastructure necessary accessories,has also been widely promotion and use.The huge market demand is also triggered a fierce market competition,the elevator Otis elevator enterprises in the face of complex business environment and market competition,to achieve long-term development,but also make a scientific and reasonable enterprise competitive strategy development plan.Optimize the internal resources of the enterprise,integrate the industry chain resources,distinguish the external macro environment of the enterprise,take advantage of its advantages to seize the opportunity to avoid the disadvantage,and constantly improve the comprehensive competitiveness of the enterprise.This paper,by using the theory of competitive strategy in combination with the practical situation of west of theodicy,macro environment,industry situation analysis,such as the Otis is now facing the opportunities and threats,and design a suitable for Otis company competitive strategy.Using SWOT comprehensive analysis of the Otis,its main advantage has adequate resources and leading technology,high brand awareness,have been familiar with the Chinese market as well as huge marketing service network and customer data;Its external opportunities include the guidance of national policies,the expansion of high-end demand and the relative perfection of maintenance business;The disadvantage factors are difficult to control,crisis public relations lag;External threats include customer demand for products and increasing market competition.Through to the Otis enterprises macro environment,industry environment and internal environment analysis,and combined with SWOT analysis method to determine the Otis eventually competition is standing a little differentiation competitive strategy,its form is the product structure,technology innovation strategy,production expansion strategy and marketing strategy.The implementation of competition strategy mainly from manufacturing high quality environmental protection elevators,building product differentiation;Continue to advocate green concept and build brand differentiation;Deep tillage lift after-sales service,create service differentiation.